Beech-Nut's popular baby cereal product has been in a paperboard carton for a many years, but now a coextruded newcomer with a built-in measuring cap has taken its place.
Beech-Nut infant cereal has undergone a packaging transformation driven by consumer needs. Gone is the paperboard carton wielded by moms and dads for generations, and in its place is a sleek co-extrusion blow-molded newcomer whose two key benefits are listed prominently on the front of its full-body shrink sleeve label: easy-pour spout & measuring cap.
“Parents are very focused on measuring the amount they’re giving their baby, and that was a package feature not found in the category,” says Andy Dahlen, Vice President of Marketing at Beech-Nut. “So we set out to create a package that would provide that first-in-category benefit.” Also designed into the threaded injection-molded polypropylene closure is a spout that makes it easier to control product flow during dispensing. Dahlen sums up the relaunch this way: “Measurability, pourability, and portability—those were the drivers.”
First shipments of the new container, which holds the same 8 oz. as its paperboard predecessor, started reaching stores in February, and now the container is available nationwide. Secondary packaging, done on three pieces of equipment supplied by Delkor, is notable, too.
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