Consumers of Rice Dream rice drink can now prepare their morning cereal faster thanks to a new packaging innovation.
The Hain Celestial marketing team is phasing-in a new, easy-to-open screw cap atop its familiar Tetra Pak carton. Offering this consumer benefit continues a trend of making the pour easier, although it’s been quite some time since the last update (pull-off foil strip) was incorporated.
Anyone who’s ever had a pull-strip malfunction, which then required puncturing the seal with sharp or blunt force, will appreciate the new closure.
More good news for shoppers: the new convenience feature appears to have been incorporated within the brand’s existing price structure, as retail pricing is unchanged at present. That’s a worthy accomplishment, since the screw cap would seem to cost more than the foil strip. Give credit to what was likely a productive collaboration between marketing, manufacturing, finance and packaging engineers.
Let’s see if other players in the shelf-stable non-dairy category such as Almond Breeze, WhiteWave’s Silk, and private label copy the packaging change. That often happens.
Along with the screw cap, Hain has updated the graphics for all its Dream brand non-dairy products to streamline and better organize the consumer presentation.
Hain marketers have a good handle on package redesign, as I previously noted when commenting on the refresh of the Arrowhead Mills cereal product line.
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Look for packaging opportunities to deliver consumer benefits and revitalize brand concepts. Make it happen by including packaging considerations within all strategy and brand planning. A good example is the new easy-open, easy pour screw cap on Hain Celestial’s Dream brand non-dairy products.
Harvey Chimoff is a marketing and business team leader who drives performance in consumer products and manufacturing companies.
harveychimoff.com 
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