Consumers like to enjoy their foods on the run, and Pepperidge Farm, Norwalk, Conn., offers its new line of cookies, Whims™, in a unique packaging design that caters to on-the-go consumers.
Whims™ cookies are available in two varieties: clusters or waves, and in six flavors. Crunchy Clusters flavors are White Chocolate Pecan, Chocolate Cashew and Chocolate Chocolate. Flavors of Crispy Waves are Toffee Chip, Mint Chocolate Chip and Chocolate Chip.
Sonoco, Hartsville, S.C., developed the 90X30 SonoWrap pack, which holds 5.3 ozs. of waves snacks and 5.6 ozs. of clusters snacks. In addition, each package fits in most car cup holders and allows for easy opening and reclosing. Because of the product's megaphone shape, it can be displayed either right side up or upside down. This allows greater versatility on retail shelves, Pepperidge Farm says.
Carol Degener, Pepperidge Farm's director of innovation, says, "The revolutionary packaging design developed by Sonoco—a new technology to the cookie market—allows Whims to meet the fast-paced lifestyles of our customers and adds impact on the retail shelves in terms of marketing and merchandising."
To find out more about SonoWrap, Baking Management spoke with Myra Richey, Sonoco's global marketing services and communications manager for rigid paper and plastics.
| What is SonoWrap? |
SonoWrap is a single-wrap package that is customized by shape, size, barrier level and opening system.
How does SonoWrap offer revolutionary design? SonoWrap is easy for consumers to grip, stack and store. Additionally, the packages are nestable, therefore reducing shipping, filling and inventory costs. SonoWrap offers superior graphics with options such as litho-offset printing for exceptional brightness and reproduction, hot stamping, embossing, high-gloss finishing and windows for product visibility.
What does SonoWrap offer over traditional packaging? This reclosable package comes in a variety of shapes. The small oval is perfect for lunchboxes, and the larger sizes fit into cupholders and are perfect for snacking on the go.
Why is SonoWrap's package design ideal for Whims™? SonoWrap provides Pepperidge Farm a package that features a unique shape, excellent graphics and attractive shelf appearance. Its unique, easy-to-grip shape fits in cup holders, and its reclosable overcap allows the consumer to enjoy Whims™ everywhere.
How does SonoWrap impact the marketing and merchandising of Whims™? SonoWrap's shape and graphics facilitate an innovative appearance that catches consumer attention on the shelf. The Whims™ SonoWrap features graphics printed on different directions allowing flexibility when placing the product on the shelf, either on its overcap or on its base. This is not only attractive to the eye, but it also improves the usage of shelf space.
How does the packaging attract consumers with fastpaced lifestyles? First, SonoWrap packages are tapered, allowing them to fit into cupholders for on-the-go snacking. Second, the packages are sturdy enough to protect the product when stored in purses or laptop bags. Finally, the packages are reclosable, keeping the product from spilling between uses.
Does Sonoco plan on using similar technology to create packaging for other companies? Yes, Sonoco produces SonoWrap in the United States and Europe for customers requiring a variety of sizes, shapes and protection levels.