The better-for-you, health & wellness market is one of the fastest growing, but taste and texture are still the primary drivers. Food consultant Julian Mellentin writes.

In the midst of everything that is written about health and nutrition trends, and the debate about what is and isn’t healthy, what tends to get overlooked is that taste and texture trump everything.

What people want most from a product is a ‘healthier’ message that gives them permission to enjoy themselves and still feel good about their choices.

As a result, positioning a product as ‘permission to indulge’ has consistently proven to be one of the smartest strategies any company can adopt. Portion control, naturalness, ‘free from what’s bad’, choosing ‘naturally healthy’ ingredients – these are all strategies that let people enjoy your product without guilt.

One of the best examples is Oreo Thins, the ‘better for you’ variant of the world’s most successful cookie brand. In the US, Thins picked up $100 million in first year sales – all incremental business – with its promise of enjoyment without guilt. It’s a similar story in most countries – and it has achieved this despite selling at a 100 per cent premium to regular Oreos.

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Packaging News

Close the Loop Group is listing on the ASX today, following the completion of an over-subscribed $12 million capital raising, with strong support from institutional and cornerstone investors.

Amcor has opened a new ISO certified medical packaging facility for the APAC region, with co-extruders and flexo printing centre stage at the Singapore-based plant.

PKN’s Nov/Dec 2021 issue is once again packed with latest stories from the world of packaging, shining a light on the latest news, trends and developments in sustainability, e-commerce packaging, packaging innovation, and pack printing and decoration.