PET Food Processing - March 2021 - 61

PACKAGING

ahead of the

PACK
Effective packaging strategies set pet food
products and brands apart from the rest.
By Lynn Petrak | petfoodprocessing@sosland.com

F

For a pet, packaging is just the barrier between them and a
good meal or snack. For a pet parent, packaging can make
a difference in a sale and repeat purchase. And for pet companies, packaging distinguishes their brand in an increasingly crowded playing field.
Given the key role of packaging for the buyer and seller,
it's no wonder that today's packaging materials and designs are more carefully thought out and executed. There's
a strategy behind processors' packages, underscoring the
fact that there's more than meets the eye when it comes to
products on the shelf or screen.
" We see more and more requests for packaging differentiation through various features such as new print technology, sustainable materials, new sizing formats, seasonal
items and unique displays, " said Dennis LaPointe, senior
director of packaging at Alphia, a custom pet food and
treat manufacturer in Bern, Kan. " Every company is asking, 'How can I stand out on-shelf?' "
" Competition in the pet food space is fierce, " agreed
Julian Stauffer, chief operating officer, Packaging
Technologies and Inspection (PTI), Hawthorne, N.Y.
" When one company is showing success with an
initiative, the other top companies are scrambling to execute on that initiative themselves in
their own way. The double chamber cup for
pet food is a great example of this. "

Alignment with company
mission and goals

A basic tenet of package design is to reflect a
brand's identity, one that is in sync with both
the product and the company behind it. It applies to everything from the choice of material to colors, fonts and photos, to varieties in
sizes and shapes.

" One of the key trends that is impacting packaging design is the desire for consumers to know more about the
brand story, " explained William " Bill " Kuecker, vice president of marketing, Mondi Consumer Packaging, Jackson,
Mo. " Creative brands are using packaging as a tool to deliver on this consumer need by utilizing sustainable materials
combined with packaging styles that deliver more billboard
space, creative print and design features to reinforce the
brand story and uniqueness. "
There are many ways to share that story. In a competitive
marketplace, the package form puts brand identity up front
with the pet food or pet treat consumer.
" From a format perspective, the quad-seal bag format of flexible packaging is growing because it provides
an improved billboard for better branding and is a more
stable package on the store or home shelves, " said Sal
Pellingra, vice president, global application and innovation,
ProAmpac, Cincinnati, Ohio. " As for large format bags, a

Consumers look to
packaging to tell
them enough about
the product or link
them to additional
information so they
can determine if they
are buying the right
product for their pet.
©pongmoji - stock.adobe.com


http://stock.adobe.com

PET Food Processing - March 2021

Table of Contents for the Digital Edition of PET Food Processing - March 2021

PET Food Processing - March 2021 - Intro
PET Food Processing - March 2021 - 1
PET Food Processing - March 2021 - 2
PET Food Processing - March 2021 - 3
PET Food Processing - March 2021 - 4
PET Food Processing - March 2021 - 5
PET Food Processing - March 2021 - 6
PET Food Processing - March 2021 - 7
PET Food Processing - March 2021 - 8
PET Food Processing - March 2021 - 9
PET Food Processing - March 2021 - 10
PET Food Processing - March 2021 - 11
PET Food Processing - March 2021 - 12
PET Food Processing - March 2021 - 13
PET Food Processing - March 2021 - 14
PET Food Processing - March 2021 - 15
PET Food Processing - March 2021 - 16
PET Food Processing - March 2021 - 17
PET Food Processing - March 2021 - 18
PET Food Processing - March 2021 - 19
PET Food Processing - March 2021 - 20
PET Food Processing - March 2021 - 21
PET Food Processing - March 2021 - 22
PET Food Processing - March 2021 - 23
PET Food Processing - March 2021 - 24
PET Food Processing - March 2021 - 25
PET Food Processing - March 2021 - 26
PET Food Processing - March 2021 - 27
PET Food Processing - March 2021 - 28
PET Food Processing - March 2021 - 29
PET Food Processing - March 2021 - 30
PET Food Processing - March 2021 - 31
PET Food Processing - March 2021 - 32
PET Food Processing - March 2021 - 33
PET Food Processing - March 2021 - 34
PET Food Processing - March 2021 - 35
PET Food Processing - March 2021 - 36
PET Food Processing - March 2021 - 37
PET Food Processing - March 2021 - 38
PET Food Processing - March 2021 - 39
PET Food Processing - March 2021 - 40
PET Food Processing - March 2021 - 41
PET Food Processing - March 2021 - 42
PET Food Processing - March 2021 - 43
PET Food Processing - March 2021 - 44
PET Food Processing - March 2021 - 45
PET Food Processing - March 2021 - 46
PET Food Processing - March 2021 - 47
PET Food Processing - March 2021 - 48
PET Food Processing - March 2021 - 49
PET Food Processing - March 2021 - 50
PET Food Processing - March 2021 - 51
PET Food Processing - March 2021 - 52
PET Food Processing - March 2021 - 53
PET Food Processing - March 2021 - 54
PET Food Processing - March 2021 - 55
PET Food Processing - March 2021 - 56
PET Food Processing - March 2021 - 57
PET Food Processing - March 2021 - 58
PET Food Processing - March 2021 - 59
PET Food Processing - March 2021 - 60
PET Food Processing - March 2021 - 61
PET Food Processing - March 2021 - 62
PET Food Processing - March 2021 - 63
PET Food Processing - March 2021 - 64
PET Food Processing - March 2021 - 65
PET Food Processing - March 2021 - 66
PET Food Processing - March 2021 - 67
PET Food Processing - March 2021 - 68
PET Food Processing - March 2021 - 69
PET Food Processing - March 2021 - 70
PET Food Processing - March 2021 - 71
PET Food Processing - March 2021 - 72
PET Food Processing - March 2021 - 73
PET Food Processing - March 2021 - 74
PET Food Processing - March 2021 - 75
PET Food Processing - March 2021 - 76
http://digital.petfoodprocessing.net/sosland/pfp/pet-food-processing-march-2021
http://digital.petfoodprocessing.net/sosland/pfp/2020_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2020_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_10_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2019_03_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_12_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_09_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_06_01
http://digital.petfoodprocessing.net/sosland/pfp/2018_03_01
https://www.nxtbookmedia.com