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Caught on camera: big brands need to be bolder with not just the aesthetics of packaging but also the functionality.

Publication: Grocer
Publication Date: 05-FEB-05 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Caught on camera: big brands need to be bolder with not just the aesthetics of packaging but also the functionality.(Innovation in packaging)

Article Excerpt
Functional packaging has played a major part in product innovation over the past year or so. Take Unilever's SteamFresh range, the Rubicon sensory straw, and the self-heating Hotcan from the company of the same name.

But it's not just the brands that are getting in on the act. As interest groups become increasingly outspoken in their criticism of packaging that is not user-friendly--jars that older customers struggle to open, for example--retailers, too, are taking the opportunity to reassess their packaging and ask whether they could be doing more to improve the functionality of their packaging.

M&S is a consortium member of Faraday Packaging, the R&D network run by Leeds, Sheffield and York universities. It allowed Katherine Gough, a Helen Hamlyn senior research associate at the Royal College of Art, into its stores to analyse...

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