To draw more eyes to microwave cups of instant mashed potatoes, Idahoan Foods did an updated, eye-catching new look introduced this summer. It was the brand’s first major overhaul since the product’s launch in 2011.
The brand set out to redesign packaging to include larger photographs that would highlight the product texture and spark appeal. The modern design features a simplified, shopper-friendly new look that places imagery of Idahoan Mashed Potatoes in the center of the cup, the Packaging Digest wrote.
Consumer input was critical to the redesign, which was aligned with a new product reformulation driven by consumer feedback, which also helped guide a key component of the packaging design. Based on consumer feedback, the label graphics now include updated user instructions.
“When we spoke with Idahoan mashed cup users, we learned that some did not have access to a microwave or preferred to prepare the product in an alternative way. With this feedback and the potential to help these users better enjoy Idahoan mashed potatoes, we connected with our R&D team. The updated packaging now includes boiling water instructions in addition to microwave preparation,” Jared Miller, the Idaho Falls-based company’s creative director said.
Idahoan has improved the recyclability of the packaging as part of its ongoing commitment to sustainability. According to the company representative, the cup is now made of polypropylene and has a glued label made of paper-based fiberboard. A PET lidding secures the cup. A Smart Label quick response (QR) code is also included in the redesign to encourage consumer engagement through additional product information. The project’s biggest challenges, which spanned ten months, were all related to a common theme these days: supply chain issues.
“Supply issues are everywhere, and the push to become more sustainable is driving more and more companies to get creative in their packaging approach. Idahoan is committed to finding new, innovative ways to improve the world, regardless of the challenge it may present,” Miller concluded.
A source: https://www.potatobusiness.com
