Kraft Foods has launched an initiative to eliminate 100 million pounds of packaging materials from its products worldwide by 2015. This commitment was the driver behind delivering the YES Pack, Kraft's new sustainable flexible pouch for salad dressings to the foodservice industry.
Sustainable packaging |
Kraft conducted a life cycle assessment, which quantified the environmental benefits of the new packaging. "After extensive data collection from our suppliers, technical modeling, and a rigorous third-party critical review of the study, we confirmed without a doubt that our new packaging design was not only better for our customers, but also in terms of environmental sustainability", Kraft stated. As of now, the YES Pack is designed only for the foodservice salad dressing portfolio - hopefully others will follow.
With regard to wording, it also has a critical influence on food packaging design. Besides the basic and required product information, companies can print distinctive words like slogans to incentive purchasing. For instance, a bag of food with its outer package boldly printed "capacity increased with same price" would be sold quite well. Don't ignore the magic of these words; it can grasp people's subtle psychological reaction to discount.
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