Despite the growing trend for fresh and healthier food options, the demand for frozen foods continues to increase. In fact, its compound annual growth rate is projected at 5.1%, with the ready-to-eat category as the fastest growing group in the industry. Of course, when there’s high demand, there’s high competition among brands, too.
One of the best ways to get ahead of the competition and attract customers is through your packaging. It’s an effective marketing tool that some businesses often fail to maximize. You’d want yours to stand out either online or when your product is placed on a shelf among other products. If your packaging is similar with everyone else, you’re not making the most of it.
Here are some factors you should consider when designing your frozen food packaging.
Never stray from your branding. It is what people remember you for. If your current packaging design doesn’t speak for your brand, then it’s time to replace it.
If you haven’t developed your brand identity yet, now’s the time to start. Some things you should think about is your logo, color palette, and font types. All these elements would help create a uniform look for your brand.
During brand identity development, it’s also important to decide which direction you’d like to take your brand. You wouldn’t want to spend time and money on a design that you would drop after a month or two simply because it doesn’t align with your goals anymore.
Always consider your target consumers when developing your design. They play a huge role in terms of determining the experience they expect from you or want to have with your products.
If your target market is people on-the-go, have a packaging design that is easy to carry. You could even have one that is able to keep the food warm longer after they’ve heated it up in the microwave. This way, they could heat up the food before leaving home and eat it while they’re on the road.
Another example would be to think about the advocacies that your target market supports. If most of your customers advocate for plastic-free packaging, why not use alternative materials to plastic when developing your packaging design. Make sure to include a label that says the packaging is eco-friendly.
No one wants a packaging that is difficult to open or is such a hassle to carry around. Think about how microwavable foods are packaged. They are so effective because they make people’s lives easier, cutting meal prep time and allowing customers to eat right from the container.
Package closure is a primary concern among many consumers. Not only should your packaging prevent leaks and spillage, but it should also be easy to open and close. Sliders and press-to-close closures are popular for different types of frozen food items.
Shipping is another factor to think about. Your packaging should be durable enough to withstand transit and other factors it may be exposed to during shipping. If your product reaches your customers in bad shape, it will greatly reflect on you and the quality of your product – even if they haven’t truly experienced it yet.
If your branded packaging isn’t as durable as you want it to be, what you could do is to use another box or envelope to put it in. This way, your branded packaging isn’t directly exposed to environmental factors that may damage it.
First impressions are important. When it comes to marketing your frozen food products, your packaging is the first thing that people will notice. With the right design, you will not just attract new customers but also develop a loyal consumer base.
Don’t know how to get started? Let Gray Growth help you. We offer direct to consumer frozen food consulting and provide e-commerce perishable and frozen fulfillment solutions for your business. Jumpstart your success with us. Call (212) 247-1800 to learn more about our services.