Enhancing Packaging to Captivate Consumers
Conagra Brands and B&G Foods are among the companies dedicating more time to packaging, recognizing its role in drawing consumer attention and influencing purchasing decisions.
When Casey Keller became the CEO of B&G Foods, the owner of Green Giant, four years ago, he focused not only on products like beans, taco shells, and pasta sauces but also on the company's packaging. Keller, a 30-year veteran in the CPG space, identified packaging as an "opportunity to improve" for the manufacturer of notable brands such as Crisco shortening and Dash seasonings.
"Your primary communication is on the shelf with the consumers,"
said Keller, highlighting the importance of effective packaging in communicating with consumers.
Author's summary: Companies enhance packaging to attract consumers.
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