If you haven’t heard, two mega food brands have merged to form the world’s 5th largest food and beverage company. Kraft Foods, famous for its macaroni and cheese, and Heinz, famous for its ketchup, have banded together to boost profits and share revenue of $28 million. The two companies will be renamed as Kraft Heinz Co.
Although the merger and the new name have been announced, there has yet to be any insight as to how the company plans to rebrand their image. Kraft Heinz Co. undoubtedly has some of the top food marketers in the world at their beck and call, but we can’t help but put our own spin on the company’s rebranding strategy—especially when it comes to packaging and presentation.
Hey, Kraft Heinz Co.—Ditch The Box
We admit it. Kraft’s blue and yellow macaroni and cheese box is a staple in the grocery store aisle. It’s a memorable package that multiple generations likely visualize on their dining room table. If it’s not broke, don’t fix it. Right?
It’s undeniable that we have entered a new era when it comes to consumer loyalty, quality, and top-notch presentation. Years ago, Kraft built an empire surrounding a 1.6” x 3.6” x 7.3” cardboard box. We give Kraft major props, but let’s think about what consumers want (and expect) from food manufacturers today—even the superstar brands.
The Profit is in The Details
One detail that Kraft Heinz Co. can’t ignore during its rebranding quest is the consumer demand for recyclable packaging. We recently cited a survey from Forum For The Future that suggests 90% of consumers would boycott a brand that isn’t taking responsibility for the environment. It’s no secret that cardboard is one of the quickest items to fill up landfills. So, how can Kraft Heinz Co. kick their rebranding strategy up a notch?
One answer is to offer more environmentally friendly protective packaging. And yes, this means ditching the box.
A barrier bag for food can easily be recycled and formed into other plastic products. Instead of Kraft Heinz Co. allowing their cardboard products to overflow in the landfills, making the switch to barrier bags for food and other types of protective packaging can make an impact on the environment and improve customer relationships. Customers will love them, the Earth will love them, and they’ll score some major points in the marketing department.
Barrier Bags for Food Can Help Kraft Heinz Co. Blaze Trails
Kraft Heinz Co. is in the perfect position to set an example and blaze trails by switching to flexible retail packaging. The pasta industry has yet to transition to innovative packaging, and Kraft Heinz Co.’s rebranding quest puts them in the perfect position to influence and inspire the industry. Not only will Kraft Heinz Co. set themselves apart from other competitors in the industry, they’ll make a bang with their presentation and potentially transform the way that pasta is packaged.
Pumping Up The Presentation
Transitioning from cardboard boxes to protective packaging is possibly one of the biggest rebranding techniques that Kraft Heinz Co. can use. Imagine customers walking down the aisle expecting to see standard blue and yellow cardboard boxes, only to be met with high quality flexible packaging that revolutionizes the way that Americans think about storing their pasta.
In addition, Kraft Heinz Co. would have access to one of the highest quality printing processes on the planet—rotogravure printing. Rotogravure printing would make Kraft’s graphics bolder, crisper, and eye-catching to customers. Even though Kraft Heinz Co. has deep pockets, they’ll be able to stretch their dollar further with this form of printing. It’s an affordable option to make any brand, any color scheme, and any company message come to life right on the store shelf.
If cardboard has worked so well for Kraft over the last several decades, why would they bother to switch to flexible packaging?
That’s a great question, and the answer is simple.
Flexible retail packaging is designed with multiple laminated layers. The idea behind the design is to protect the flour in the pasta. This helps prolong the shelf life while protecting it from germs, sunlight, and moisture. Cardboard boxes aren’t the only solution to properly protecting your pasta, and Kraft Heinz Co. can easily make the switch to flexible retail packaging to rebrand and revolutionize the industry.
Not only do barrier bags for food extend shelf life, but they also save money over other forms of packaging. There’s no need to take dry food, package it in plastic, and store it inside a cardboard box. Dry foods can safely be stored directly in the protective packaging, which cuts down on production costs and ultimately saves money in the long run. And don’t forget—less production means less waste.
As Kraft Heinz Co. begins to rebrand, they’ll find that barrier bags for food efficiently protect their product, look great on the shelf, and take their new brand to a new level.
Let The Rebranding Begin
The merging of Kraft and Heinz is undoubtedly one of the largest events in the food industry in quite some time. Kraft and Heinz both have food products beyond pasta, and flexible retail packaging can offer something for almost every product. Cookies, crackers, and nuts are all perfect candidates to use with this type of packaging. Once the traditional macaroni and cheese box is kicked to the curb, Kraft Heinz Co. can continue to rebrand and embrace more innovative styles of food packaging.
Until then, we’ll enjoy ourselves with a gooey bowl of macaroni and cheese and wait for the next move from this new mega food company.