CASE : Company Spotlight: Kize Raw Energy Bar

PJ Ebadi, the creative director of Kize Concepts, shares some of the company's marketing
strategies — and improvements — recently made with Kize Raw Energy Bar packaging.

One change the company made was with the primary packaging of the Kize bars themselves.
According to Ebadi, customer feedback showed that most customers didn't realize that the bars
had very few ingredients. Yet, customers shared that they valued that the bars had few
ingredients (a desired attribute). So, the new packaging more prominently features the number of
ingredients. The packaging with the bars inside them wraps the words "8 ingredients" around the
side.

Also, removing the image on the front of the packaging reduced the number of colors required
for printing and saved in printing costs.

The company also changed its secondary packaging. The size of the box was reduced after
finding that there was extra space in the boxes beyond what was required to hold the bars.
Making the boxes slightly smaller saved the company in box production costs and made the
boxes sturdier and less likely to be crushed during handling at stores.
The company also made another change to the front of the box (the secondary packaging). Kize
found that when stores removed the top and part of the front of the box to sell the bars
individually, the box no longer showed the flavor of the bar. The bars would fall over, and
customers couldn’t easily see the flavors (see the image below).

New boxes now show the flavor of the bar on the front of the secondary packaging so that
customers can see the type of bar clearly when the boxes are open on store shelves.

Ebadi also shared about the company's experiences with labelling:

We made a simple typo on one of the box labels on the allergen warnings. We mistyped the type
of nut that should be on the warning label. As soon as we realized it, the boxes had already been
printed. We spent hours placing sticker labels over the original warning labels so that they would
be correct. You can see the example box of one of the mistakes. It was an expensive learning
lesson.
Finally, Ebadi shared this about the company’s packaging and overall strategy: "Kize believes in
improving itself and the lives of those it serves continuously, and improving our packaging is
just one part ofthat process."