Having spent much of the last several years on the packaging side of the foodservice industry, I have developed a ‘geek’ style enthusiasm for how the packaging of a product affects it’s position in the market. Many of the biggest successes we have seen over the last few years have not been new product launches. Rather, these have been changes in packaging, offering us a ‘new’ way to enjoy a product we already trust and love.

Do you remember waiting for the ketchup?

What better gift is there than the gift of time? Packaging changes that remove obstacles, make our products more enjoyable, and easier to use are the best of all. A classic example most of us benefit from on a weekly basis is the gift of our own time we got back when ketchup started being packaged with us in mind. That is what we want more than anything isn’t it: knowing that we are being thought of when our favorite products are being packaged. No more waiting for the slow drizzle to make its way to the edge of the bottle, now you can squeeze with lightning speed. Easier access to ketchup did not stop there either. What about those little packets that you could not dip into? They are still around,however they are no longer the only option for fast food ketchup. Whether your at home ketchup has transformed from a glass bottle to a squeeze bottle, or your fries moved from coming with a squeeze pack to a dipping cup: ketchup is easier to access than ever before! Same great taste, new easier to use package.

Increased sales are ‘in the bag’!

Really, how can changing the bag increase my sales? The bag itself has continued to change, and is probably the one packaging element that affects more categories than any other. Whether your bag is now transparent to see the product, breathable to maintain the right freshness, resealable for storage, a stand up pouch, or even able to be cooked in: changes in bag technology have made life easier than ever for the consumer. If you do not believe a simple change like a resealable or steamable bag can make a difference, check out competing products side by side where the only difference is the bag. Watch as consumers choose what to take home based on the ease of use. One mistake many business owners make is focusing too greatly on the change in cost to implement a new product and do not see the value as an investment in increased sales. Often times the enhanced packaging will warrant an increased retail price which could even absorb the cost difference. When it comes to bagged product, change the bag and ‘bag the sales’!

Free with purchase!

What about creating value by turning your expense, packaging, into a free gift for your customer. That is exactly what the lunch meat industry has done over the last few years. Customers have enjoyed the free take out container that they can use to pack lunches or send guests home with leftovers without worry of losing their container. Gone are the days of struggling to get open a pouch only to use a new bag to store the opened contents. Even the meats that are not in tubs are at least now in a resealable bag. Whichever packaging change affected your meat, it was definitely for the better.

Become the main squeeze!

Like so many aisles of our favorite markets, the applesauce section continues to evolve to the ever changing demands of consumers. I love this example because there are few products more basic and pure in nature than applesauce. How exciting can you make something we all enjoyed as kids home-made by our grandmas? The applesauce folks have figured out how to do it! Moving first from glass jars to plastic easy-grip containers. Then as the on-the-go consumer demand increased, out came the ‘cup’. Do you remember a time when the individual cup section did not exist on the grocery store shelf? Now they have done it again with the release of the sippable pouch. You go applesauce! Way to create demand and stay in the game. Grandma would be proud.

So many changes!

Be it a better way to store the product, a portion control package, an easier to use product, or simply better access to what’s inside: packaging changes are driving new sales for every type of product. Today there are sections on grocery store aisles that did not exist ten or twenty years ago. These new categories are driven by lifestyle changes and consumer demand, most of which are changes in the go-to-market strategy of existing products. What new sections will we see coming to life over the next few years? Will a change you make to your product inspire one of these new grocery sets?

Time for action!

Seeing things from a new perspective, what do you have to offer that may need a new delivery method to give it a renewed place in the market? Have you enjoyed the benefits of a change in packaging to one of your favorite products? Please share your thoughts in the comments section below.

Thank you for continuing to join me on this journey. As always I am here to help. If you need help generating ideas or viewing your product from a new angle please feel free to reach out. I am always enthusiastic about bringing new life to an existing brand.

Andy Vargo is a motivational speaker, life coach and comedian who challenges you to ‘Own Your Awkward’. He is the author of the Awkward Journal series, host of the podcast, Own Your Awkward, and shares thoughts and ideas in his blog and video series available at awkwardcareer.com.

Originally published on LinkedIn March 18, 2015