Does your snack packaging meet customer expectations?

Standing out on the shelf

The design of your packaging determines whether your brand gets noticed, recognized and ultimately chosen. “Exploit the full potential of digital printing,” advises Rob. “On a pouch you can print over the entire surface in high resolution. That way colors, images and details like QR codes, promotions, ingredients or brand stories really come to life.” What about material selection and finishing? “Gloss attracts attention and a metallized look gives a luxurious, premium feel. Want to give customers immediate confidence in what they’re buying? Then consider a transparent window so the product is visible. See a great example here.” Rob says it’s important to stay close to your brand story: “Consumers are sensitive to simplicity and authenticity. Therefore, choose a calm design with clear branding. Get good advice on that!”

Sustainability as the new standard

What is at least as important as a strong appearance? Durability. “Plastic packaging still plays a big role in the snack industry,” Rob explains. “Innovative brands are constantly looking for the right balance between sustainability, design and functionality. Pouches have a big advantage in this: they have a smaller carbon footprint than many other forms of packaging and can be produced from a single material. This makes them easier to recycle.” He continues: “With the advent of the PPWR legislation, sustainable packaging becomes an obligation. But apart from that: the market is moving fast. Mars China, for example, already introduced a Snickers bar with flexible mono-material packaging in late 2023 – and many brands are following suit with reusable, compostable or recyclable solutions. Those who take sustainability seriously will stay ahead.”