Natural snack brand refreshes graphics to stay on trend

In response to its busy, on-the-go consumers, the all-natural snack brand Funley’s Delicious has unveiled a stand up re-sealable and portable gusset bag that ensures optimal freshness and quality. The new packaging also now highlights its ‘no artificial anything’ ingredients as well as featuring an essential vitamins and minerals logo alongside with a GMO free logo.

Packaging Digest caught up with Ashley Mendel, co-founder & COO, Funley’s Delicious, to discuss the modern and sleek product packaging for the brand’s two lines of non-GMO, and trans-fat free on-the-go snacks.

What is the motivation behind Funley’s recent activity in introducing new packaging?

Mendel: We not only did a packaging refresh, but we introduced new sizes and new packaging materials. We wanted to evolve our brand and give it a fresh, new clean look in line with market trends.

For example, our Super Crackers line with superfood veggies hidden inside was launched a few years ago and was at the forefront of the stealth food movement in the overall snack category. We originally “hid” the veggie in the packaging graphics because at the time kids were scared of eating veggies. However, three years later, kids aren’t as afraid of eating veggies now, and we learned we have a broader consumer base who buys our product, so we decided to bring the veggie front and center on the package and really make it the main focus.

What design trends does your packaging set in the snack market?

Mendel: Convenience is key for consumers today. Our new Super Crackers 5-oz stand-up zip pouch begins rolling out to stores in October. It’s the only stand-up pouch in the cracker category—every other competitor is still in boxes. Though pouches are not brand new, it is new to this category and will allow our product to stand out on shelf, and offer convenience and freshness to our consumers over our competition.

What changes did you make to the packaging that makes it more eye catching?

Mendel: When evolving our brand packaging with changing trends, we didn’t want to lose our core essence of the brand we established. We set out to give our packaging a cleaner look and better communication as to the benefits that are important to consumers now, all while still maintaining our fun “Funley’s” experience on the package. We additionally changed all our flexible packaging (stand-up bags and snack pack bags) to a matte film with pops of shine on the logos to reinforce that we are a natural brand, but also fun!

What were the key goals and requirements from a marketing and packaging view?

Mendel: Our goals for marketing and packaging were one and the same. First, we wanted to evolve our look and be in-line with current market trends and demands, which we achieved by refreshing our graphics to communicate important benefits about each product that consumers care about today.

Second, we wanted to ensure our packaging materials were reflective of our natural brand and we achieved this by moving to matte packaging materials. And finally, we wanted to provide convenience for our consumers, which we achieved by launching other convenience pack types and sizes for busy families on-the-go.