Form & Function
As you determine what packaging your product will be in, you will need to consider both form and function.
- What form do you want your packaging to be in?
- Size: Is it a single serve item, multi serve, family pack, or multipack?
- Shape: The type of package you have will determine how your product exists on a shelf
- Quality: your packaging (and your branding) reflect your brand identity, and your packaging is the first thing that conveys that to the consumer
- What function is your package providing?
- Preservation: The primary function of food packaging is to protect your food from light, moisture, and air, which can compromise freshness and quality. Consider the perishability of your product and select packaging that extends shelf life.
- Ease of Use: Convenience is key. Ensure that your packaging is user-friendly, with features like resealable closures for freshness, easy-to-open designs, and appropriate portion sizes. A positive user experience enhances customer satisfaction.
Other things to note:
- Sustainability: consumers are looking for eco-friendly options more and more, so if that is one of the values your target users hold, consider looking for sustainable packaging, or minimally packaging that can be recycled.
- Cost vs quality: Striking the right balance between cost-effective and durable packaging is crucial, as small brands often operate with tight budgets. Explore options that offer the required protection without compromising the integrity of your product.
- Regulatory compliance & labeling: Ensure that your packaging meets all regulatory requirements regarding labeling and information disclosure. Clearly communicate essential details such as ingredients, nutritional information, allergens, and storage instructions. Non-compliance can lead to legal complications and erode consumer trust.
- Scaling: Choose packaging that can accommodate potential changes in your product line or business growth. Packaging that can be easily adapted for new product sizes or variations allows for seamless expansion without the need for a complete rebrand.
Final note - Early on in your development, you may want to consider a few packaging options and discuss the pros and cons of each before settling on one. You may have your heart set on a certain type of packaging without realizing the restrictions it puts on you, so keep your options open before you begin conversations with contract manufacturers. Get samples and quotes for different types of packaging as well to know what your options are.
Summary actions
Consider form and function for your packaging. Determine 2-3 different options that might work for you to give you flexibility.
Next up:
What is a Go-To-Market Strategy?