Petfood Industry - September 2017 - 33
www.PetfoodIndustry.com | 33
➥SUCCESSFUL PET FOOD PACKAGING REDESIGNS CONNECT WITH CONSUMERS
"The response has been amazing, both in person and
the feedback we've shared just with our distributor and
retailer partners that we want to get information from,"
said Rizzo. "Everyone recognizes the shift back to a more
Einstein Pets' dog treats now come in 2 oz. bags called Juniors, targeting
millennial desires for convenience and portability.
Courtesy Einstein Pets
authentic Zuke's. While everyone had gotten used to the old
packaging, they're more excited about the new packaging
because it brings it back to our roots."
What customers want: convenience, fun
Einstein Pets recently launched a 2 oz. bag of each of its
signature dog treats in response to what the company was
hearing from customers.
"We're launching the Juniors because the feedback we've
gotten, really from a lot of the millennials, is that people wanted
something on the go," said Kelly Ison, president and CEO of
Einstein. "Our target demographic has always been older and we
realized that this was a great opportunity [to expand our reach].
So we created the 2 oz. bags, exact replicas of our 8 oz. bags, in the
same six flavors. They have everything that our 8 oz. bags have -
it's just a 'grab at the counter and take it with you' product."
So far, according to Ison, initial response to the smaller
bags is positive.
"We've had a few people put it in their stores already, and
it sold out within a week," said Ison. "We're doing well with
how it's selling and with how people are selling it. Because the
goal is, it's on the go, but it's also how they're using it. Use it in
toys, use it for interactivity. With this, you can do all that.
"We do find that it's the millennials who are buying," she
said. "It's tracking exactly how we hoped it would. We really
wanted to keep it the same, to maintain consistency across
our brand. It's really important to stay in that lane of who you
are and figure out how you can grow outside of that with your
When Jones took on the rebranding of its larger treat line,
Jones Natural Chews, the focus was about creating an aura
of fun and happiness.
"We've been working on this for about six months," said
Higdon at SuperZoo 2017 at the end of July. "The brand has
30 years of heritage and we didn't want to confuse consumers
or retailers. So what we did first is study: What are the key
tenets of the brand that consumers are attracted to or recognize? A lot of customers aren't necessarily reading packaging.
They see something and go, 'oh, that's my brand,' and they
pick it up. And the visual cues, we found out, were the fuchsia
pink and the yellow, the sawtooth and most importantly the
yellow dog. What we learned was that they recognized the
yellow dog but it wasn't necessarily friendly. We wanted the
package to emote a happy occasion and be attractive."
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Industry September 2017