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Lost in a Sea of Commodity Products: Why Dairy Producers Must Differentiate

by Greiner Packaging

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© Greiner Packaging

The outlook for the dairy industry looks mostly positive for 2018. The reason dairy continues to hold steady? It likely has a lot to do with urbanization, according to the Global Dairy Sector — Trends and Opportunities report from Deloitte. As incomes and urban centers grow, individuals tend to receive more of their calories from proteins (including dairy) instead of carbohydrates, pushing the expected global demand for dairy to increase by 2.5 percent annually to 2020.

Yet, as the market continues to grow, grocery shelves have become saturated with products that look alike and messages that sound similar. All too often, brands are developing packaging solutions that have been inspired by their competitors, when what they should be doing is embracing creative opportunities to stay ahead of the competition and win consumers through differentiation.

Embracing the Possibilities of Packaging

While the primary function of packaging remains protecting the products within from damage and deterioration, its role must evolve to embrace those marketing capabilities that promote differentiation, increasing visibility on the shelf while also allowing for an enhanced range of product information available to the consumer.

Good Culture, a leading producer of organic cottage cheese, committed to delivering a quality product packed with protein from organic and non-GMO ingredients, sought an innovative way to differentiate their product and communicate a premium brand story.

“Our product is loaded with high-quality, simple ingredients and we needed a package that would effectively communicate that,” says Jesse Merrill, Co-Founder and CEO of Good Culture

Making a Statement with the K3® Cup

Replacing a more conventional flexible film shrink sleeve system, Greiner Packaging’s thermoformed PP K3® helped Good Culture attract attention with a fully printable paperboard wrap, allowing the company to increase the possible printing space for more detailed messaging while also lending the product a premium quality appearance.

The cup, which boasts a patented tear-open system, makes it easy to separate the plastic and cardboard components, easing the recycling process and appealing to consumers’ demands for a more sustainable packaging option. The reduced plastics content and lower CO2 emissions during production, lead to a diminished overall carbon footprint that is healthier for the environment.

In the months following the launch of its new packaging, Good Culture executives have reported widespread customer satisfaction and real, measurable improvements to their bottom line. In fact, the redeveloped packaging has driven a marked increase in sales year over year.

Good Culture’s success is evidence that innovative packaging is not just critical to protect the product within from damage, but that it also makes a difference when delivering a message to discerning consumers and an impact on store shelves.

Click here to read more details on how Greiner Packaging helped Good Culture to increase sales numbers and improve their brand perception.

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