“Our products are clearly differentiated from other cocoa brands”
For The Cocoa Circle, the packaging of their products is about more than just appearance. The premium cocoa brand was looking for a pouch that provides optimal protection for their products, is sustainable and reinforces the story behind the brand. Together with Pouchfabriek, they developed a distinctive pouch. Marnix Gorsira, head of products and sustainability, explains how the collaboration went.
The Cocoa Circle is a start-up in the cocoa sector. “We sell different cocoa products. For example, we have a special Baking-Line including cocoa powder and couvertures and also the Health-Line with healthier cocoa products, such as cocoa nibs,” says Marnix. “We think it’s important to share the story behind cocoa. We also invest part of the proceeds in projects that support cocoa farmers in different ways.”
How do you bring that story, product quality and branding together in one package? The Cocoa Circle quickly arrived at a pouch for that purpose. “The preservation and flavor retention of our products are very important. In addition, we wanted the packaging to be user-friendly and the design to appeal to consumers.” Sustainability also played an important role, although that is a challenge in the industry. “Then you quickly end up with standard paper packaging. But then again, that comes at the expense of shelf life.”
To find the ideal sustainable packaging, Marnix’s colleague Lola contacted several manufacturers. “Many of them were located abroad and responded late to our request. We were looking for a partner with whom we could connect quickly and well. Sander, co-owner of Pouch Factory, contacted us immediately and was flexible in producing small volumes.” Marnix became involved in the development phase. “I immediately noticed how driven and enthusiastic Sander was. He visited us regularly and thought along proactively. If I was busy, he would call to ask if he could help with anything. He also responded quickly to questions; I find that very important in a collaboration.” For the design of the pouch, Marnix worked with an in-house designer. “Sander then thought along about how the colors on the pouch would look best. For that, we also had a sample printed, because physically a design does look different than digitally. Sander then personally brought the samples to the office; we were immediately advised on what needed to be adjusted.”
For the health line, Marnix initially thought about a pouch made of kraft paper. “But Sander indicated that for shelf life you then often need a metallized inner layer, making the packaging less sustainable. A pouch made of PP was a better choice: it can be fully integrated into the plastic stream. Moreover, it would do better justice to our image.” With a PP pouch, The Cocoa Circle is immediately prepared for the 2030 PPWR guidelines. “Of course we look at the current laws and regulations, but you don’t think yet about what you have to comply with years later. It was very nice that Sander was already looking ahead in that.” With the pouch, The Cocoa Circle is not only choosing sustainable packaging, but also sustainable shipping. “Because the pouches are compact and light, we can ship them efficiently. As many as two pieces fit in one envelope; it just fits through the mailbox. That also saves us in shipping costs.”
From shelf life to shipping, the pouches align with everything The Cocoa Circle considers important in packaging. “They are also easy to open and reseal,” says Marnix. “That makes them nice to work with for our co-packers, who fill the pouches.” The look matches exactly what The Cocoa Circle had in mind. “We get a lot of positive feedback on them. Many cocoa products have a fairly standard look. Our product clearly stands out from the rest.” The unique packaging also comes into its own in marketing. “To promote our products, we create a lot of content in the kitchen studio. Then it is important that the packaging stands up well and immediately shows on screen that this is a quality product.”
Marnix looks back on the cooperation positively. “The result is definitely worth it; I am very satisfied with Sander’s help during the process. Sales are going well, so I hope to place another order soon!”
Voor de health-lijn dacht Marnix in eerste instantie aan een pouch van kraftpapier. “Maar Sander gaf aan dat je voor de houdbaarheid dan vaak een gemetalliseerde binnenlaag nodig hebt, waardoor de verpakking minder duurzaam is. Een pouch van PP was een betere keuze: die kan volledig mee in de plasticstroom. Bovendien zou onze uitstraling daarop beter tot zijn recht komen.” Met een PP-pouch is The Cocoa Circle meteen voorbereid op de PPWR-richtlijnen van 2030. “Natuurlijk kijken wij naar de huidige wet- en regelgeving, maar je denkt nog niet aan waar je jaren later aan moet voldoen. Het was heel fijn dat Sander daarin al vooruitkeek.” Met de pouch kiest The Cocoa Circle niet alleen voor een duurzame verpakking, maar ook voor een duurzame verzending. “Doordat de pouches compact en licht zijn, kunnen we ze efficiënt versturen. Er passen maar liefst twee stuks in een envelop; die past gewoon door de brievenbus. Dat scheelt ons ook in verzendkosten.”
Van houdbaarheid tot verzending, de pouches sluiten aan op alles wat The Cocoa Circle belangrijk vindt in een verpakking. “Ze zijn daarnaast makkelijk te openen en hersluitbaar”, vertelt Marnix. “Dat maakt ze voor onze co-packers, die de pouches vullen, fijn om mee te werken.” De uitstraling sluit precies aan bij wat The Cocoa Circle voor ogen had. “We krijgen er veel positieve reacties op. Veel cacaoproducten hebben een vrij standaard uitstraling. Ons product onderscheidt zich duidelijk van de rest.” De unieke verpakking komt ook goed tot zijn recht in de marketing. “Om onze producten te promoten, maken we veel content in de keukenstudio. Dan is het belangrijk dat de verpakkingen goed rechtop staan en op beeld meteen laten zien dat het om een kwalitatief product gaat.”
Marnix kijkt positief terug op de samenwerking. “Het resultaat mag er zeker zijn; ik ben heel tevreden met de hulp van Sander tijdens het proces. De verkoop gaat goed, dus ik hoop snel weer een nieuwe order te plaatsen!”
