Packaging that 'tells a story,' communicates consumer preferences among trends in industry, according to presenters at Best of Food and Beverage Packaging event

LOS ANGELES , May 19, 2014 () – Packaging that tells a story and communicates consumer preferences are some of the latest trends driving the food and beverage packaging industry, Food & Beverage Packaging magazine reported on May 15.

Industry professionals discussed these trends at the Best of Food and Beverage Packaging event, held April 29-May 1, in Minneapolis. The event was organized by BNP Media Inc., a Michigan-based company that produces business-to-business publications, in partnership with Industry Intelligence Inc., a Los Angeles-based provider of market intelligence.

Kim Essex, Senior Vice President and North American Director of Food and Nutrition at Ketchum Inc., highlighted the growing importance of packaging that “tells a story” and includes information about the company’s history, goals and origin in order to form a connection with the consumer. Emphasis on the “rich culture that surrounds the product” can give buyers a sense of significance, she added.

Keynote speaker Wynn Wiksell of General Mills Inc. noted that consumers expect products that are tailored to their particular needs, such as with vegan, gluten-free and local food options. They are also increasingly concerned for the personal, social and environmental healthiness of their purchase. Accordingly, package designs should focus on clearly communicating these special features of products.

Manufacturers are also working toward technological innovations, Essex said. Some examples include preservation techniques, such as tighter seals that extend a product’s lifespan, and packages with temperature-regulated labels to detect expiration.

The primary source of this article is Food and Beverage Packaging Magazine, Troy, Michigan, on May 15, 2014. Click here to view the primary source's full version of the article.

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