Packaging can make or break the success of a food or beverage product in today’s marketplace. Because packaging is more than just a container. Protect product quality, extend shelf life and keep food safe, while clearly displaying brand value and promoting differentiation on crowded shelves.
The right packaging solution balances innovation, quality and safety to influence purchasing decisions and differentiate your brand in the marketplace.
Choosing the right packaging for your product can also support your brand’s environmental goals. For example, did you know that food loss and food waste are causes? 8-10% of global greenhouse gas emissions?
“We are at a point where consumers are trusting brands to make the right choices,” says Babitha George, packaging portfolio manager. tetra pack USA and Canada. “Choosing recyclable packaging that is intentionally designed to extend shelf life shows that you recognize the impact your choices have on consumers and the planet.”
Take the guesswork out of sustainable packaging
Ignoring package recyclability can undermine consumer trust and loyalty. The risk is real. Buyers are paying attention. Brands that fail to live up to expectations risk losing trust and brand preference.
“Brands set the tone for most of the sustainable choices consumers make when shopping,” says George. “If you want consumers to care about the environment, you have to make it easy for them to understand and show them that you are taking responsibility first.”
Consumers want brands to make more sustainable packaging choices for several key reasons:
Smart brands are offering sustainable packaging that is easy to understand and use, and are honest about the benefits and limitations of packaging, says George.
“Qualify your claims and make them practical,” she advises. “Suppliers like Tetra Pak take the guesswork out of your sustainability message and provide the expertise and tools to provide the packaging that’s right for your business and your customers.”
On-pack messaging that drives action
The package itself is the best place for a brand to show consumers how to make responsible decisions about the entire package life cycle, not just one aspect of it.
For example, are the materials used to construct packaging responsibly sourced? So, is your package eligible for third party certification? For example tetra pack® The boxes are made primarily from renewable, plant-based materials obtained from Forest Stewardship Council (FSC) certified forests and other controlled sources. Therefore, all of a supplier’s cartons may bear the FSC logo.
One of the most important packaging messages to consider is around the topic of recycling. By placing clearly visible recycling instructions on packaging, including a well-known logo and a URL with additional information, consumers can take action once they have enjoyed the product inside. (As one example of such a resource, Tetra Pak is a member of the Carton Council. This organization offers the following tools: www.recyclecartons.comHelps consumers find out about box recycling at their home address.)
“It’s not just a logo,” says George. “The message is that your product is part of the recycling stream and that you are taking responsibility.”
This responsibility also applies to regulations, and clear instructions on packaging help brands stay ahead of the law. Extended Producer Responsibility (EPR) rules and regulations for packaging, chemicals, and labeling in certain states may affect the information that may be included on future packaging.
“Packaging is no longer just about protecting the product,” says George. “It is important to protect the planet, adhere to compliance rules, meet market requirements and build trust with all stakeholders.”
If you are unsure what message or logo may be included on your packaging, check with your packaging supplier.
Package suitable for every shelf and consumer
Companies looking to balance food safety, shelf life, consumer awareness and sustainability need packaging solutions that meet all these criteria. Here are some practical steps Tetra Pak’s George recommends food and beverage companies take to improve packaging, achieve regulatory compliance, and build consumer trust.
- Evaluate your portfolio. Identify packaging that is inconsistent with brand promise and consumer expectations and replace it with sustainable alternatives when available.
- Stay ahead of the rules. Collaborate with Legal, Compliance and Corporate Affairs teams to ensure packaging meets current and future requirements.
- Consumer Education: Use clear labeling and verified claims to show the impact of responsible choices.
- Share progress: Strengthen brand leadership by highlighting packaging goals and achievements on-pack, online, and in-store.
Packaging done right helps food and beverage companies deliver products that resonate in a market that increasingly values safety, transparency and environmental impact.
To learn more about Tetra Pak and its innovative approach to food and beverage packaging and processing through the lens of sustainability, visit: tetrapakusa.com.
