Just Add Water – Food packaging: Portability & Add-ons

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Food packaging: Portability & Add-ons

It seems that convenience is still top of mind for most consumers, and they expect higher performing, everyday convenience products. This especially comes into play when it comes to making meals, as our often busy, chaotic schedules don’t always allow for a quiet, sit-down eating experience. So, what exactly does this mean for the future of on-the-go eating? It means a ramp up in packaging and add-ons. Add-ons are helping to make oatmeal a little tastier, coffee a little frothier and water a little more vitamin-y.

The beverage, breakfast and lunch categories currently seem to be most hip to add-ons when it comes to convenience these days, and others are likely to follow suit. I remember how cool I thought it was when Kraft came out with its Easy Mac microwaveable packaging – alas, I could have cheesy (and easy) mac & cheese on my terms. My schedule didn’t always allow for cooking in college, as I worked and went to school at night, so this was a game changer for me! These days, breakfast is another category that is also becoming faster and more portable, as General Mills recently presented their first ever oatmeal Bistro Cups that come with a packet of fruit and nuts, plus an add-on flavor pouch, activated by way of a Keurig machine.

Speaking of beverages, I was recently seeking out coffee for our office, and I noticed Gevalia makes its Caramel Macchiato K-cups with – wait for it – an add-on ‘froth’ packet. Beverage products sure have come a long way as well since the invention of Kool-Aid flavored drink crystals.

One of the coolest packaging add-ons I’ve seen to date though is Activate’s flavored water. What’s so special about it, you ask? Instead of adding vitamins during the manufacturing process that will disintegrate in the water on shelf, the included vitamin powder is stored in the lid until the consumer twists the cap a specific way, releasing the vitamins down into the water for immediate consumption. Pretty cool, eh? This product has actually been on shelves for a few years, but it’s something I more recently discovered while shopping.

Since being at Lundmark, I tend to look more closely and find myself critiquing food packaging every time I peruse the store aisles. Being on the shopper marketing side, I now understand the beauty and inspiration behind the creation of eye-catching, time saving, consumer-friendly packaging. We as a population will not likely slow down anytime soon, but it’s great knowing that innovative packaging can definitely keep up.

So, what is most important to you when it comes to product packaging? Convenience, portability, bright, eye-popping designs? Let us know what floats your boat in the packaging world by commenting below:

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