Crystal Farms, the third-largest cheese company in the U.S., announces new stand-up packaging for its 8-ounce shredded cheese line. The new pouch uses 20 percent less packaging, but still contains the same two cups of cheese as the previous package. Crystal Farms’ packaging technology produces the right size bag for the amount of cheese inside.
To understand the retail impact of this packaging solution,
Crystal Farms partnered with InContext Solutions, a world-renowned leader in
market research. InContext Solutions conducted
shopper research within 3D virtual stores to determine the impact the new
packaging would have on consumer attitudes and behaviors at shelf. In addition,
InContext evaluated the go-to-market strategy on how best to message the change
and benefits to consumers. This cutting edge methodology provided Crystal Farms
with the insights they needed to validate the new packaging design, retail
approach and consumer messaging strategy within the cheese category.
“With a multitude of consumer, retail and transportation
benefits, we know this is at the forefront of our category space and will ultimately
change the industry,” says John Crawford, senior director of marketing for Crystal Farms Cheese. “InContext Solutions helped
us with in-depth research and shopper insights, enabling us to better launch
the gusseted shredded cheese bag in the retail space.”
InContext Solutions’ research proved that consumers like
greater convenience with a bag that can sit upright while cooking. The stand-up
pouch is more functional, easier to pour and features a new premium twin track
zipper for better closing and improved freshness.
In addition to the consumer benefits, the package facing has
been reduced by 30 percent, allowing more items to fit on the retailer shelf.
Further, the smaller packaging provides greater efficiency during
transportation, saving significant fuel and shipping costs. Ultimately, this
reduces the environmental footprint as Crystal
Farms Cheese brings its stand-up bag to market.
Crystal Farms Cheese
Crystal Farms Cheese and InContext Solutions Partner to Ensure a Successful Launch of Revolutionary New Package
May 18, 2012