Sector:

TOURISM SECTOR

Qualification:

COOKERY NC II

Unit of Competency:

PACKAGE PREPARED FOOD

Module Title:

PACKAGING PREPARED FOOD

HOW TO USE THIS COMPETENCY –BASED LEARNING MATERIAL

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 Welcome to the module: PACKAGING PREPARED FOOD. This module contains
training Materials and Activities for you to complete.

The unit of competency PACKAGE PREPARED FOOD contains the knowledge and
skills and attitude require for COOKERY NC II. It is one of the core Competency at the
National Certificate Level II.

You are require to go through a series of learning activities in order to complete each
learning outcome of the module. In each learning outcomes there are Information Sheets,
Resource sheets and References Materials for further reading to help you better understand the
required activities. Follow these activities in your own and answer the self-check at the end of
each learning outcome. Get the Answer sheet from your instructor and check your work
honestly. If you have questions, don’t hesitate to ask your facilitator for assistance.

Recognition of Prior Learning (RPL)

You may have some or most of the knowledge and skills covered in this module because you
have:

 Been working for sometime

 Already completed Training in this area

If you can demonstrate that you are competent in a Particular skill or skills, talk to him/
her about having them formally recognized so you won’t have to do the same training again. If
you have the qualifications or the Certificates of Competency from previous trainings, show
them to your trainer. If your skill acquire are still relevant to this module, they may become part
of the evidence you can present for the RPL

The learning material was prepared to help you achieve the required competency, in
PACKAGE PREPARED FOOD. This will be the source of information for you to acquire the
knowledge and skills in this particular trade independently and at your own pace with
minimum supervision or help from the instructor.
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In doing the activities to complete the requirements of this module please be guided by the
following:

Talk to your trainer and agree how you both will organize the training under this
module. Read through the module carefully .It is divided into sections, which cover all the
skills, and knowledge you need to successfully complete

Work all through all the information and complete the activities in each section. Read
the information sheets and complete the self checks provided. Suggested references are
included to supplement the materials provided in this module.
Most probably your trainer will also be your supervisor or manager. He/She is there to
support you and to show the correct way to do things. Ask for help.

Your trainer will tell you about the important things that you need to consider when you
are completing the activities and it’s important that you will listen and take notes.
You will be given plenty of opportunities to ask questions and practice on the job. Make
sure you practice your new skills during your regular work shifts. This way you will improve
both your speed and memory and also your confidence.

Talk to more experienced workmates and ask for their guidance.

Use self-check question at the end of each section to test your own progress.
When you are ready ask your trainer to watch you performed the activities outlined in
this module

As you work though the activities, ask for written feedback on your progress. Your
trainer keeps feedback/pre-assessment reports for this reason. When you have completed
this learning material and feel confident that you have had sufficient knowledge and skills,
your trainer will arrange an appointment with a registered assessor to assess you.

Your Food Packaging Is Your Most Important Marketing Vehicle

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Here are the questions to ask in starting a food package design
5 Tips for Great Food Packaging Design

While the primary function of food packaging is to protect your product, the
primary function of food packaging design is to attract. Your package is your
brand ambassador - it should sell itself. This means you need to have a strong
brand identity and packaging that communicates information about your
product clearly, concisely, and relevant to your target audience.

Here are 5 Tips for Food Packaging Design that works:

Know your Brand Identity

How will your packaging portray your product positioning ? Your packaging

often is a consumer's first point-of-contact with your product. When
developing your food package design, you must have a clear understanding of
your brand.

What is your product? How is it different from similar products on the market?
Who is your primary target customer? What is your company philosophy?
These are all important questions to have answered to ensure your package
design is consistent with your brand identity, as they will help determine the
colors, size, shape, and materials used in your packaging. New product launch
requires that your packaging communicates clearly your company name, logo
and your brand messages are strong and clearly communicated on the
packaging.

Design with Form and Function A food packaging designer balances the
shelf appeal (design and messaging) as well as the functional as aspect of food
product safety and protection on the grocery store shelf. It is imperative that
when you ship your product to a customer, distributor or retailer, it arrives in
the same condition as it left your factory or warehouse. Grocery retailers will
send you a invoice or deduct from your invoice the cost of damaged product in
their stores.

Food packaging has to carry a clear message of features and benefits that are
easy to see and understand: you only have 1/10 th of a second to get the
consumers attention as the as they shop the grocery aisles! The Food and
Drug Administration has Food Labeling Guides the dictate both numerous
aspects of food packaging design, both from a functional standpoint and how
you can create approved health claims and your nutritional fact panel.

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Food Packaging

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Flexible Packaging

HPM is a leading manufacturer of high-barrier(vaccum pouch) flexible

packaging both in rollstock and preformed pouch, with or without
printing, laminated and metallized. Its specialty lies in retort pouch,
both stand-up type and three-side sealed type, and reclosable pouch.
The retort pouches produced by HPM are widely used for tuna, salmon,
pet foods, military supplies(MRE pouch) and other institutional packs.
'Friskies' for pet foods, 'Chicken of the Sea', 'Safcol' and 'Great Value' of
Wal-Mart are well-known brands for seafoods which use HPM's
packages. We can print up to 9 color and our printing is based on roto-
gravure printing which will ensure highly sharp illustrative effect and
constribute to increased sales.

There are many factors to decide quality of flexible package. Among

them are precise printing, proper degree of lamination, right choice of
raw materials (such as Low Density Polyethylne, ethylene vinyl acetate
copolymer) according to kind of product, etc. By so doing, proper span of
shelf life can be ensured. HPM, by achieving top-level product quality,
and readilyavailable service delivery, always aims at giving customer a
total satisfaction. This is possible only through time-tested experiences
and deeprooted service culture among its people.

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Retort Pouch

Retort pouches produced by HPM Global are widely used in packaging of

tuna, salmon, pet foods, military supplies (MRE pouches) and other
institutional packaging. Some of the well-known brands that utilize HPM
Global flexible retort packaging is “Friskies” from pet foods, “Chicken of
the Sea”, “Safcol”, “Hormel (Valley Fresh)” and “Great Value” from Wal-
Mart. Up to 10 colors can be printed on our retort pouches and the
printing is based on roto-gravure printing, which ensures highly sharp
illustrative effects and contribute to increasing sales.

 Applications of Retort Pouches

 Seafood (shrimp, tuna, salmon, mackerel, mussels, etc.) retort
packaging
 Pet food retort packaging
 Soup and sauce retort packaging
 Meat stew(beef, pork, chicken) retort packaging
 MMRE`s(Meal Ready to Eat) ration – MRE retort pouch packaging
 Food service applications - Institutional Retort Packs
 Packaging of food products requiring long shelf life
 Advantages of Retort Process
 Cost efficient: packaging materials and logistics cost
 Energy efficient: in container manufacturing, transportation of
retort pouches (empty and full) and food processing
 Time efficient: about 40% saved in the cook cycle of retort process
 Warehouse storage efficient: 85% less space than the equivalent
number of empty cans
 Shipping efficient: lighter package weight, more food products can
be shipped per truckload - in unrefrigerated trucks
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  Rapid heat penetration and more efficient processing than cans
 Improved food quality thanks to reduced heat exposure: better
taste, color and texture
 Consumer Advantages of Retort Pouch
 Easy to handle
 Easy to store at room temperature with other dry foods
 No need for reheating(can be easily heated in boiling water for about
5 minutes)
 Microwavable
 Easy to open
 Convenient disposal after use: pouches easily flattened and contain
no dangerous sharp edges

Microwavable Pouch

An advanced version of the aluminum-foiled retort pouch, the

microwavable pouch does not contain the aluminum layer as its barrier
property. The microwavable pouch contains a special polyester film,
which has a comparable barrier property to that of the aluminum layer.

To provide convenience for today’s busy consumers, the microwavable

pouch is produced in a stand-up pouch format so as to allow consumers
to microwave and eat straight out of the microwavable pouch.

 The microwavable pouch is produced to provide convenience to

consumers
 The microwavable pouch provides a high barrier function for food
conservation
 The microwavable pouch is created with heat resistant films which
can withstand high temperature sterilization
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  The microwavable pouch contains strong mechanical strengths to
prevent pin holes and cracks
Microwavable Pouch Features
 Self-Venting Microwavable Pouch/Film
To reduce consumer inconvenience, the microwavable pouch comes
equipped with an automatic opening system during the microwave
process. There is no need to leave open any part of the microwavable
pouch/film before heating in the microwave. The microwavable
retort pouch/film will start to self-vent in the microwave once the
food, packed within the microwavable retort pouch/film, is placed
inside the microwave and starts to heat up.

 The microwavable self-venting feature is applied to the retort

and pasteurization products

 The microwavable pouch/film has undergone matt treatment for

appearance and provide high barrier features

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MRE Pouch

 MRE Pouch for Military and Humanitarian Uses

MRE, or Meals Ready to Eat, are self-contained, individual field rations
in light weight flexible packaging bought by the military for use in
combat or other field conditions where food facilities are not available.
MRE replaced canned military meals and other humanitarian meals.
MRE retort pouches are more convenient and lighter in weight than
canned rations, making MRE pouches easier to transport and
more durable with similar shelf life to canned rations. HPM Global MRE
pouches are approved by the U.S. Military Service “Natick” based on
military regulation “MIL-PRF-44O73F” (Canadian Food Inspection Test
Method).

 MRE Pouch Features

 MRE Pouch Easy-Tear Solution
Easy-tear function is applied to the MRE pouch without laser
scoring or perforation treatment

   

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Vacuum Pouch

This vacuum pouch packaging helps preserve the sealed product in

freezer and refrigerator. Vacuum pouch packaging can extend the shelf
life of products as the vacuum slows down the oxidation process. The
Vaccum packaging is applied to products which needs the high barrier.
This pouches apply to the inner layers.

product Material composition

Vacuum Pouch NY/NY/PP, NY/NY/PE, NY/EVOH/PE

high barrier Ny/EVOH/PE, PE/EVOH/PE, PE/EVOH/NY/PE

Dairy Packaging

 Provide the easy open solution for lidding stock of yoghurt and
juice
Our dairy packaging applys easy peelable feature for various kinds of
foods (ps, pp, pe, A-PET, C-PET)

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 Lidding Stock provides the peelable feature by a single or multi layers of
aluminums
 High barrier feature by multi layer structure

Confectionery Packaging

To avoid oxidation of processed confectionery products, confectionery

packaging are made of high barrier materials,
which are good both in OTR and WVTR.

- Material Composition : : OPP / PE/ VM-PET/ PE, OPP/ VM-CPP

Confectionery Packaging's Multi function by low temperature

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 1. High speed packing (50~70m/min)

2. Prevents leak from sealing part and crack

3. Packing speed for candy: 1100-1300ea/min (pitch 60m/m)

Easy tear feature is applied for the opposite side

The confectionery packaging can easily teared off when the customer
pulls the end of the right side and the end of the left side
simultaneously.

Sauces Packaging Pouch

\

Packaging solution for various type of Soup & Sauces ( Cream, Tomato, Meats,
etc.) 
Packages for high retort (125°C) hot filling (95°C)

Material Composition : PET / AL / NY / CPP, PET / AL / LLDPE

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Coffee Pouch

Consumer Appeal for Coffee Pouches

Our coffee pouches (ground and instant) features offset or gravure
printing for greatly enhancing store shelf displays. The physical
properties provided by modified multi-layer ensure very low MVTR
(Moisture and Vapor Transmission rate). This flexible packaging pouches
help to retain freshness and provide a high barrier from moisture.

Cost Saving in Transporation and Warehousing

Our Coffee Pouch Package weights about 1/15th of glass & can
containers, of equivalent volumes, and requires 85% of the space to ship
and warehouse. Transport costs are greatly reduced.

High Speed and Productivity

Excellent sealing properties of our Coffee Pouche Packaging allows good
machinability and high productivity.

Easy-open solution of Coffee Pouches

 Laser Scoring
Zipper feature is applied for two reasons: 
convenience and food conservation
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
 Peelable Films
Customer can easily open the sealing part

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Broth Cube Foil

 Broth cube foil for soups & seasonings

Broth cube foils require a barrier to prevent fat staining(oil migration). Our broth cube foil has high barrier
properties and is widely used, throughout Asia, for well known brands like'knorr' and 'maggi'.

Product Material composition

EMBO/LACQ/AL/LACQ/WAX/PAPER
Broth cube foil for soup & seasonings LACQ/AL/PE/PAPER
OPP/AL/PE

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Spout Pouch

Fitment / Spout Pouch

Spout pouch with Fitment (Side or Center) is gradually replacing
traditional container of glass Jar and bottle. From Simple containers of
Detergent and water, to sophisticated products of Baby puree,
beverages, and sauces are packed with spout bag. Hot fill, Aseptic, and
retort processing of process are applicable.

 Materials: PET, AL, PE, PP and plastic

 Capacity: 60 to 3,000mL or can be customized
 Strong sealed, good barrier performance
 Suitable for simple liquid, beverages, jellies and ketchup
 Various colors and designs are available or can be customized
 Packaging can be customized
 First class barrier property against moisture, oxygen, light and
puncturing

Preminum packaging potential for non-beverage products

 Elegance of design
 Reduced film usage
 Directional pouring
 Excellent stability
 Tamper resistant yet easy to open
 Improved straw design for squeezing, pouring & sipping
 Retort grade availability
 Non-food items
 Anti-Choke function for baby

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Electrolytic Tinplate

Our tin plate(TP) products are made by coating tin using electrolysis on
the surface of thin cold-rolled steel sheet (black plates), with a thickness
of 0.14~0.6mm. Its shiny surface finish, superb corrosion rsistance and
formability make electrolytic tinplates an ideal choice for the food
industry and industrial parts producers. Our tin ree steel sheet(ECCS),
which we also product using our new "2-step" method is widely accepted
as a more economical substitute for the tin coated steel. Our TP/TFS
products are widely used in the production of 3-piece and 2-piece
(D&IU, DRD) cans as well as can lids and bottoms. Our electrolytic
tinplates serve a variety of purposes, including material for steel EOE,
toys, and electronic parts.

Electrolytic Tinplate Introduction

Electrolytic Tinplate(TP) : In addition to its elegant shining surface, tin
plates possess superb corrosion resistance, formability, weldability, and
printability. Such unique properties allow the tin plates to be used in a
broad range of applications including beverage cans, food cans, oil cans,
paint cans, aerosol cans, bottle caps, cable and/or electronic parts.

Easy-Open End
 E.O.E (Easy-Open End)

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 The Introduction of the one touch, full panel E.O.E lid has been an
innovation that has transformed the lid industry, virtually eliminating
the need for the conventional lids with the new E.O.E lids that are
functionally designed to open with minimal effort and produces ease of
use by consumers.

The application include the seafood and agricultural products. The 401-
diameter aluminum E.O.E is especially designed to be utilized with a
safety rim to prevent any injury to the customer.

Rigid Tray
HPM rigid tray is formed by multi-ply sheet and It has high barrier heat-
resistant feature, so it can be stored for a long period at high
temperature.

 Types of Rigid Tray

Material
Product Name E.T.C.
Composition

porridge, fish cake, High temperature sterilization

PP/EVOH/PP
meat ball (120°C)

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 Liquid Coffee, Juice
PS/EVOH/PS  
Fruit jelly

RICE PP/EVOH/PP  

Yoghurt PS  

E.T.C. PP, PE  

   

Induction Liner
By using the high frequency induction equipment, the induction liner
can be adhered on the plastic or glass bottle. Induction liner has one-
piece type and two-piece type.

One-piece Induction Liner

Liner consists of multi layers, such as top layer, aluminum, and seal
layer, and after punching the liner with proper size, it has to be inserted
to use.
The shape of it is round or has an attached opening tap, and there are
two types of the seal, peelable and weld type. Peelable seal type is widely
used for the convenient opening.

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  Applications : Screw cup, one touch cap, flip cap food,
pharmaceutical, cosmetics, oil, chemical products
 Material composition : Top layer / Al foil / seal layer

Two-piece Induction Liner

Liner consists of multi layers, such as top layer, aluminum, and seal
layer, and after punching the liner with proper size, it has to be inserted
to use.
The shape of it is round or has an attached opening tap, and there are
two types of the seal, peelable and weld type. Peelable seal type is widely
used for the convenient opening.

 The basic structure of induction liner is divided into the backing

layer and aluminum seal, and the backing layers is adhered to the
aluminum seal by wax.
 Punching two piece induction liner for the appropriate size, and use
it after inserting into the cap
 After the induction liner has been capped on the bottle, the
induction sealer will seal it
 After sealing, the wax will be absorbed to the backing layer of the
paper board. Then aluminum seal will be attached on the bottle, and
the backing part will remain on the cap
 The shape of it is round or has an attached opening tap, and there
are two types of the seal, peelable, and weld type. Weld type is widely
used for the convenient opening.
 Application: Screw cup, one touch cap, foods, pharmaceuticals,
agricultural chemicals motor oil, chemical products
 Material Composition : pulpboard/wax lami/AL/SEAL LAYER
                                  pulpboard/wax lami/AL/PET/SEAL LAYER

2 Piece Aluminum Can

Home >  Products >  Food Packaging >  2 Piece Aluminum Can

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 Classification Quantity Application

250 ml Cola, Cider, Carbonated drink,

Slim Can
180 ml Sports drink, tea, Coffee(Nitrogen Filling)

2 piece Can
355 ml Beer
Stubby Can
238 ml Juice(Nitrogen Filling)

Biodegradable Packaging

HPS Green is Biodegradable aliphatic polyester(Biodegradable

Packaging) which brings bio degradability of product within desired
period of time when it is buried into soil or dumped at the sea. On
account of natural biodegradable packaging process through medium of
microscopic activity, it produces no harmful by-product. Accordingly,
this is eco-friendly materials which do not pollute the soil or water.

Our disposal flexible packaging products which are made by biodegadable raw

meterial Low Density Polyethylene are resins which can be decomposed during
a week or several months by microorganisms, UV light, and moisture in a
natural state.

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Pla Cup
PLA(poly Lactic Acid) cup lran corns, extracts the starch from grain etc. and
PE (poly Ethlene) coatings which are a petrochemicals heretofore substitutes
with in the human body to be harmless, is disjointed is and environmental
subject matter paper cup which is hit in 100% water.

Use : HOT COFFEE CUP, HOT TEA CUP, COLD CUP

PLA cup has the same feature and material composition compared to the cups
which are not biodegradable packaging cups. And after it is buried under the
soil, it decomposed 100% by micro-organisms.

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 LDPE
Low Density Polyethylene (LDPE) is polyethlene with a density ranging
from 0.910~0.925 g/ ㎤ . It is also called high-pressure polyethylene
because Low Density Polyethylene (LDPE) is produced from ethylene
processed using high pressure technology(1,000~3,000 atm).

 Outstanding Properties of Linear Low Density Polyethylene (LLDPE)

Low Density Polyethylene (LDPE) has excellent processability capacity,
optical properties and impact resistance that is widely used in many
applications such as films for agricultural and industrial use, extrusion
coated packaging materials, injetion molded products, foamed products,
and blow molded products.

Effective Packaging - An Essential Tool for

Success
By Jonathan Asher 

Packaging was once the stepchild of marketing, simply thought of as the

container for the product, a cost to be minimized as much as possible.

These days, marketers recognize the value of packaging, understanding

the vital role it can play in generating sales by connecting with shoppers at
the point-of-purchase. And the expense incurred in developing an effective
package is seen as a worthwhile investment that provides a huge return.
But with this higher profi le comes greater scrutiny and higher
expectations. There is a need to establish criteria for effectiveness, and
create metrics to determine if those criteria have been met.
The fundamental criteria for effective packaging are:

 To be seen on shelf

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 To engage shoppers
 To communicate key messages/point-of-difference
 To close the sale.
In addition, the most effective packaging also provides functional benefi ts
such as handling, storage, opening/re-closing, dispensing/usage and
disposal/sustainability.

Let’s consider each of these aspects in more detail.

VISIBILITY
Unless the package is noticed on shelf, it cannot be selected for purchase –
fundamentally, unseen is unsold.

 Even in today’s very crowded store aisles, there are many ways that a
package can be designed to get more visibility. The key is to create contrast
against the surroundings. This can be achieved via: 
 Shape: If the category norm is to use rectangular cartons (as in readyto-
eat cereal) and the same shaped carton of every different brand blends
together, then something different, such as an oval shaped carton (such as
that of Archer Farms) will stand apart quite readily.
 Color: Creating a unifi ed block of color can provide visibility, especially
if the brand has a limited number of facings. Pillsbury did so with its blue
frozen breakfast packaging that had to compete with the more prominent sea
of yellow established by Egg-O. And using color consistently can help unify a
brand across an array of categories – as the white color of Walmart’s Great
Value packaging does.
 Graphic element: Packaging can be made to stand out by using a strong
visual element – typography or device that is noticeable and distinctive, and
especially if it can unite a line of products. Duane Reade’s recently introduced
line of paper products does this brilliantly with the use of iconic New York
City-scapes created in a unique black and white style

ENGAGEMENT
Of course, while a package cannot be purchased if it is not seen, creating
visibility alone does not guarantee purchase. After all, train wrecks attract
attention, but not in a good way.

Once it has managed to catch the shopper’s attention, the package must then
draw the shopper in and get her to spend some of her precious time looking at
it in more detail. The fastest and most effective way to do this is by using a
visual. A picture truly is worth a thousand words, as it acts quickly, holds
attention and is highly credible. No one needs to be told how delicious a slice
of cake will be if it looks rich, moist and fl avorful. On the other hand, no
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amount of words will convince someone that a piece of cake that appears dry,
chalky and stale will be worth tasting.

But while seeing is believing, feeling is convincing. Having a positive emotional

reaction to a package (like with most things), is more likely to result in a desire
to engage with it. And often times, there are elements on a package that we
have a reaction to which we are not aware of, or cannot easily articulate.

COMMUNICATION
The next step on the path toward purchase is to convey a meaningful message
to the shopper. This can be done with an attention-getting announcement
about this being a new product, that the product has been changed (now with
Beta-carotene) or that it is selling for a lower price (10 percent off). It can also
be a compelling claim about the product ingredients (All Natural), its place of
manufacture (U.S.A.), or the outcome of using it (cholesterol lowering).

There also are functional messages such as form and fl avor descriptions that
are critical to the shopping process and must be executed effectively. When
developing the packaging for a brand line containing a range of

types, there is an important balance to strike between creating a strong family

look, and also clearly differentiating the different varieties within the line.
Otherwise, the shopper will either miss the brand, or struggle to find a
particular item being sought.

In addition to the content of the message, the visual execution is an important

factor impacting how engaging the message will be. Just as creating contrast
helps a package stand out from its surroundings, so too, a message will stand
out if it contrasts against its surroundings.

The tools here are size, color, shape and placement. Importantly, placing a
message at the top of the package is not always best, nor is making it the
largest element the only effective treatment. It is most important to consider
the hierarchy of communication because a shopper can only process two to
three messages and will ignore the rest. It is critical, therefore, to determine
which messages are the most vital and be sure that these are the ones that are
emphasized.

FUNCTIONALITY
Structural packaging can provide an effective way for a brand to stand out on
shelf, or create meaningful consumer benefi ts that set a brand apart.

The Go-Gurt brand was created by creating a new delivery mechanism for
yogurt, a squeezable tube. And the lightweight, shatterproof squeezable bottle
for ketchup, mustard and most recently mayonnaise, has provided
tremendous consumer benefi ts in terms of dispensing these ubiquitous
products that had long been the source of considerable user frustration.
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 Target’s proprietary bottles for prescription medication created new paradigms
by providing packaging that could actually save lives by being easy to
comprehend, use and distinguish.

CLOSING SALES
Much of what makes a package more effective can add to the products’ cost of
goods, and is sometimes resisted by the manufacturer. This can include higher
quality packaging materials, better printing, more attractive photography, etc.
But just because these add to the production cost, that doesn’t mean that the
bottom line will be adversely affected. In fact, better packaging can result in
higher sales, or the ability to charge more as shoppers believe the product is
worth more.

But how do I know if my package is effective?

While knowing what makes a package effective in general is useful, it’s even
more important to know if the investment made to make your brand’s package
effective has paid off.

Using consumer research as part of the design process is like taking out an
insurance policy – it costs a little bit, but the payoff is tremendous in both
avoiding costly mistakes and ensuring that the optimal direction is pursued.

There are many different techniques that can be employed and they can be
used at various points in the process.

In the early stages of designing the packaging, qualitative research can be very
useful to determine if the designs are generally resonating – if the
communications are meaningful and the imagery is appropriate.

Prior to introducing the package in the marketplace, it is useful to determine

how the shopper will react to this offering in the context of a realistic shelf
display that includes competitive products, pricing and merchandising
variables. Ideally, the technique will be quantitative in nature and include
measures of shelf impact, package viewing and emotional response. Specifi
cally, one must determine if the package is:

 Visible: In the few seconds that a shopper glances at the aisle, does she
even notice your package among the vast array she’s faced with?
 Communicating: If shoppers are confused about what they’re seeing (is
it still my brand, what’s the benefit of this one, will it taste as good/perform as
well?), they may resort to purchasing a competitive offering.
 Compelling: Even if seen on shelf and clearly understood, the
proposition must be suffi ciently meaningful, amidst all of the other options
available, to actually be purchased. Simply hearing people pay lip service to
how wonderful the idea is can be dangerously misleading.
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Our firm’s shopping exercises reveal both impulse and planned buying
behavior at shelf that can be expected from a given package design. These
measures have been validated as being highly indicative of in-market
performance and offer critical learning prior to introduction.

Packaging is one of the most cost-effective weapons in a marketer’s arsenal. It

requires a relatively modest investment, lasts a long time, and is encountered
by a tremendous number of shoppers (in promotions, at the
point-of-purchase and during use). Applying a few fundamental principles to
its creation, and employing appropriate consumer research prior to launching,
can ensure that this valuable tool provides a very high return-on-investment
for many years.

Date Developed:
COOKERY NC II Required By:
Developed by: P a g e | 30
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