Fresh, chilled soup brand Pitango, is preparing to launch its new packaging, the Pitango resealable zipper pouch, which will roll out in stores this winter.
Pitango says its new pouch for chilled soup has an easy-to-open, easy-to-seal design. The company told PKN that it undertook extensive consumer home testing of various packaging types before determining that a zippered pouch was the way to go.
“We are a true 'serves 2' size at 600g and wanted to give our consumers more user-friendly packaging that allows them to pour out just the amount they want, then easily reseal the rest for later. Consumer research revealed this was a large pain point and barrier to purchasing soup pouches as they often spill in the fridge or are messy. Our zipper means the whole soup eating process is made easier and more convenient for our customers,” Grace Greenhalgh, Pitango brand manager NZ told PKN.
"This new design is the result of the recent investment in detailed consumer research we undertook to get a deeper understanding of the ever-changing needs of the Australian consumer," commented John Stathis, head of marketing for Beak & Johnston Australia.
The graphic design for the pouch is the result of collaboration with several different agencies throughout the process. As the company told PKN, it first worked with an agency called Boxer & Co in Sydney on the initial design, then SGK on the finalisation.
“We then did focus groups in both Australia and New Zealand with research agency Bread & Butter to determine which elements of the past design resonated with those familiar with the Pitango brand and then which elements of the new design best conveyed our ‘true food’ essence,” Greenhalgh explained.
“It was important to us that this new design was an evolution not a revolution to the brand, showing photography of real ingredients on pack plus a window so customers could see the product instore were key elements that resonated in our research,” she concluded.
The result is the Pitango resealable zipper pouch, which the company claims is a design not seen before on chilled shelves within Australian supermarkets.
