• Campbell’s removal of a plastic tray component resulted in 65% less materials in packaging for Pepperidge Farm Goldfish Bread.
• The packaging’s compact design allows for 25% more packages to ship in the same amount of space.
• Goldfish bread’s rigid packaging lets retailers display product vertically, making it stand out to consumers.
While at first glance it might not look like much to a consumer, sometimes a small change to a product’s package design can mean a big difference for its retailers.
When Campbell Soup Co.’s Pepperidge Farm brand removed a plastic tray component from its Goldfish Bread packaging in November 2011 for a Northeast regional launch, it decreased the package’s plastic usage by 65% by weight — a significant reduction in the product’s environmental impact.
Moreover, the more compact size means Pepperidge Farms can ship 25% more packages of Goldfish Bread in the same amount of space.
Getting rid of the tray had the added benefit of reducing the amount of materials shipped in to Pepperidge Farm, which is good for the environment and the company’s bottom line. It also creates the opportunity for cost efficiencies to be passed on to retailers.
“The result is fewer trucks on the road, a reduced carbon footprint for the package, and a reduction in overall freight costs for Pepperidge Farm,” said spokesperson Geri Allen.
The tray removal also earned Pepperidge Farm a nod from the DuPont Awards for Packaging Innovation in the waste reduction category this year.
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“The judges identified this as an outstanding example of how innovation can be simple and affordable for consumers, while making a splash on store shelves,” said Shanna Moore, global director of sustainability at DuPont Packaging & Industrial Polymers and organizer of the awards program.
Pepperidge Farm highlights the sustainability of the Goldfish Bread packaging with a graphic burst on the back panel.
Though environmental concerns were certainly a factor for Goldfish Bread, which was initially introduced in June 2011, the overall package design had to be about more than just eco-friendly.
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“The design was born of multifaceted needs: Attract consumers in the first 5 seconds (moment of truth), differentiate from competition, and drive savings while reducing overall materials,” said Allen.
For consumers, another practical feature of the packaging is its implementation of a Sealstrip recloseable top, rather than the traditional twist tie used for most bread items, which improves the product’s shelf life and makes it easy to open and close. This type of closure is not common in the bread aisle, according to Allen.
The unique design aspects of the packaging came as a result of collaboration between members of the engineering and packaging research teams, said Allen. She added that no other Pepperidge Farm products have packaging like this.
Even without the plastic tray, the rigidity of the packaging means retailers can display Goldfish Bread standing upright on the shelf, which makes it stand out more to consumers.
“The firmness of the new package allows for improved merchandising, highlights the impactful graphics, and creates a billboard effect that has outstanding shelf impact,” said Allen.
Retailers have responded favorably to the new packaging for the merchandising opportunities it provides, according to Allen, and consumers appreciate the improved functionality and eye-catching look.
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