Functional products demand packaging innovation

In her article “Consumer Trends for 2009” published in FoodProcessing, News and Trends Editor Diane Toops expects for 2009 premium ready meals that give a restaurant experience at home or beauty products that bring a spa-like feel to the bathroom.
Beyond this, manufacturers will launch products specifically designed to enhance people’s moods in unique ways.
From food and beauty to household cleaners, Chicago-based Mintel, expects to see a widening range of products that soothe, energize or simply lift the spirits.

Health and wellness is expected to continue its march into new product development as a rapidly growing segment in the food and beverage industry that is having an impact on both food content and packaging.
Studies from The Center for Culinary Development (CCD) and Packaged Facts conclude, that functional foods providing health and beauty benefits, including those known as ‘beauty foods’, ‘nutracosmetics’ or ‘neutraceuticals’, are experiencing an overwhelming growth, with Americans spending more than USD 27 billion on such products in 2007.

For many functional food and beverage products, maximum potency and effectiveness relies on the way in which the ingredients are delivered.

Beauty foods and packaging innovation
Obviously the new way to look beautiful is with an emerging generation of specially formulated foods and drinks. Though the trend is very much in its infancy, it has attracted some attention from heavy-hitters in the food industry, including Nestlé.

Nestlé launched a new functional drink product called ‘Glowelle’. The dietary supplement, or “beauty juice,” is high in antioxidant properties, vitamins and fruit extracts. Aimed at nourishing and hydrating the skin, Glowelle fights signs of aging from the inside out with skin-beautifying antioxidants.

The tapered, custom-made 8-oz (237 ml) glass bottle, from Vitro Packaging, is decorated with applied ceramic labels (ACL) in two colours.
The elegantly simple graphics design, created by KU Productions, is inviting to the brand’s targeted female audience. One graphics detail helps do that on the label: A starburst element inside of the “O” of the vertical ‘glowelle’ logo makes it resemble a flower.

As designer Ken Ussenko explains: “I did not want it to come across as a perfume or have a look that was borderline clinical, I wanted it to be welcoming and fun for the everyday woman.”

Nestlé chose a glass container to support the brand’s notions of purity, quality, and natural sustainability. The caps, from Crown, are tamper-evidently sealed with a shrink band around the neck.


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