Australian beverage innovation business Vinnovate has developed a new bottle closure for the wine market that could revolutionise how consumers interact and customise their favourite drink. An innovative screwcap closure called Vino Cap has a built-in flavour chamber that allows drinkers to tailor their wine to their own personal tastes. The cap is activated by consumers to either add complementary flavours or aromas to the wine or reduce the preservatives content, which are arguably redundant once the drink is being consumed. Watch this space.
Consumer Insight Blog: Book-style pack targets the Chocolate Savourer
Each week, ThePackHub Insight Director, Sue Burden, includes her interpretation of a new piece of packaging, looking at it from consumer’s point of view and drawing conclusions about the insights behind the innovation.
Find out more about the insight expertise offered by ThePackHub here.
Understanding the target audience’s attitude to a product is fundamental to the success of its packaging. Consumer Insight provides a vital contribution at the beginning of successful packaging innovation project and chocolate is no exception. As someone who used to research chocolate for Mars, I’ve come across many different types of chocolate eaters. However, the two main groupings could be described as the Devourers and the Savourers. Not surprisingly, the Chocolate Devourers need packaging that is quick to open, facilitating rapid eating in a wide variety of consumption occasions. The Savourers conversely want to enjoy every little moment, probably eating the chocolate one square at a time over a week or longer and are usually situated in-home, sitting down to create their own chocolate ritual moment. Clearly, knowing which type of Chocolate consumer the pack is aiming for would point to two very different design routes.
The Hotel Chocolat Rare and Vintage tablet packaging definitely reaches out to the needs of the Chocolate Savourer. The card outer opens cleanly via a perforated strip on the label, and the overlap can be tucked into two diagonal slits, allowing the book-style pack to be neatly and effectively re-closed. Inside there’s information on the chocolate’s origins and taste and the chocolate tablet itself has a greaseproof paper wrap printed to resemble a cocoa pod. All these elements combine to get the Chocolate Savourer fully into the zone!
This reclosable pack not only clearly positions the Hotel Chocolat as for the Chocolate Savourer, but also differentiates the brand versus other high-end chocolate tablets that have a card outer, but lack a reclosability feature and do not use the opportunity of the card reverse surface to communicate up-scale information on origins and taste.
Find out more about the insight expertise offered by ThePackHub here. You can also email Sue with any packaging insight enquiries here.
Until next time. Happy innovating.
You might have seen on social media recently news about US retailer Sobeys and the selling of pre-packed avocado halves. It’s safe to say it didn’t go down well. Packaging can really help deliver convenience for consumers but this is perhaps not the most environmentally-friendly of initiatives.
