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Wednesday, February 26, 2014

On Packaging Innovation

Interesting viewpoint piece on innovation in packaging in CPG.  Understanding the context and consumer behavior interacting with packaging is a key function of an innovation center.

" ... For any consumer packaged goods (CPG) company, innovative packaging can set a product apart from the competition and help ensure the success of a new product launch. But the challenge of coordinating packaging development with product launch schedules, strict retailer requirements and consumer research often stands in the way of true packaging innovation. 

Retailers have strict packaging requirements for sustainability, design, size and configuration. Fail to meet these requirements, or fail to differentiate your package from the competition, and a product is less likely to get a preferred shelf location, end cap or promotion. Worse yet, a new product with a poorly designed package may not even be carried by the retailer ... " 

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