Packaging Innovation as a Marketing Tool

More than 15,000 new food products are introduced annually in the United States, all of which require new packaging, even if the contents are just line extensions. In addition, an uncounted number of food products, perhaps about 1,000, are repackaged annually, each requiring some attention.

Obviously, not every new package represents an innovation; in fact, most are serviceable repeats with edited labels. On the other hand, a substantial number are intended to perform some technical or marketing …