Annie Dawson, TMF Tutor, writes……..
As retailers rushed to strip back ranges and re-set their category strategies in 2015, brands took a consensual deep breath and looked in to the crystal ball of innovation through the lens of state of the art packaging and designs, ready for 2016.
These cutting edge innovations look good, tackle food waste, help the environment and save consumers time…what’s not to like?
So here we go:
1) An edible ball set to change the shape of bottled water
Ooho! Believe that their truly innovative design could help save us from the battle with plastic water bottles …They have launched a spherical membrane made from seaweed…which contains water. By perforating the thin outer layer, users can drink water from the ball – and eat the tasteless membrane – should they wish to (for zero environmental impact!)
Likely to be on the market back end of 2016/early 2017 – the concept is not without its drawbacks : it doesn’t hold nearly the same volume of water as current plastic bottles, it can’t close once opened and it would most likely need its own protective packaging for transport – therefore undermining its zero environmental selling point. Watch this space.
2) Yoghurt on a stick
Tapping into the still booming “food to go” category, Kerry Foods launched the world’s first yoghurt on a stick in 2015. The “peel and release” film technology in “Yollies” allows kids to pull yoghurt out of the protective pod with apparently zero mess. Yoghurt is the first product to be launched in this type of packaging but others products such as soft cheese, oils, dressings etc. could all find their way into pods soon…
3) The fully biodegradable beer bottle made out of cardboard
Carlsberg have developed the world’s first fully biodegradable beer bottle made of wood and paper pulp (the material used in egg boxes). If the innovation goes to plan we’ll all be sipping from eco-friendly beer bottle within 3 years!
4) Getting to grips with a new bottle
When Italian wine brand Dile updated their packaging in 2015 they didn’t just tinker with the label, the new design accommodates a drinkers grip on the bottle – for practical pouring as well as sparking up a bit of conversation around the dinner table. Not to everyone’s tastes – but the first time the actual bottle has changed – as well as the label.
5) Packaging comes alive with smart cans and bottle sensors
Coca-Cola made its packaging smarter in 2015 with the launch of its “Come Alive” marketing campaign. Consumers in the South Pacific benefited from colour changing labels brought to life by cans and bottles chilled to their optimal drinking temperature. Not only that, but image recognition technology connected consumers to give-aways and gift experiences with a quick snap of the state-of the-art can.
6) A steamy way to cook food faster
US manufacturer The Campbell soup Company incorporated “quick steaming technology” into its packaging to slash cooking times for a new line of ready meals in 2015. Sachets of its Sausage Rotini are ready to eat in 60 seconds, faster than anything else on the market. To speed the process up even more the pack has a “cool touch point” for handling and can be opened up into a bowl to cut out any washing up as well.
7) Stackable and re-sealable fruit packaging
A “milestone” in fresh produce packaging the “Ezo Punnet” claims to be the first re-sealable punnet for berries .Launched in 2015 the pack can be resealed multiple times even when frozen keeping fruit fresh for longer, and it is also stackable. With food waste high on the public agenda, re-sealable packs that extend shelf life will be in demand.
8) Pouches set for “limitless” use
Pouches have been on the market since 2006, however FMCG companies are still innovating with the format, and in 2015 frozen drinks were the latest to be targeted. Kopparbeg launched the world’s first frozen cider in April 2015. The individual 250ml metallic pouches can be kept in the freezer for eight hours then squeezed and poured into a glass. Cheers!
9) A compartmental reply to the challenges of e-commerce
“Hellofresh” had to tackle their problem of packaging head on. They have promised customers a weekly delivery of meat/veg and dry goods all packed into a single box…so working with their packaging company they designed a chilled recipe box compartmentalised to allow chilled meat, fish and veg to nestle up to fragile bags of herbs and spices with zero damage to either. The box even stands up to the rigours of home delivery – and looks good when opened. It is also flat-packed so is space efficient.
10) “LiquiGlide” looks set to end ketchup bottle frustration
US scientists have finally found the answer to stop us all wasting hours banging on the end of a stubborn ketchup bottle. The “LiquiGlide” innovation creates a permanent slippery surface along which the likes of ketchup/mayonnaise and toothpaste can slide effortlessly. The non- toxic lubricant can be used on plastic and glass containers.