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To encourage sharing, Ghirardelli Chocolate Co. recently introduced individually wrapped Ghirardelli Minis in a stand-up pouch bearing the tagline “Share a square” in the upper front corner. Unlike many other stand-up pouches in the candy aisle, the Ghirardelli Squares pouch is not resealable.
The growing use of stand-up pouches, demand for portion control and the growing popularity of shareable packages drive growth in the candy and confections category.
“There is a lot of excitement in [the confectionery] category,” says Lisa Baer, senior director of market innovation, Packaging Technology Integrated Solutions, a division of HAVI Global Solutions.
Recalling the candy packs she saw at the 2014 interpack packaging tradeshow in Germany, Baer says: “There are so many new packaging formats, and the biggest one I found is the stand-up flexible pouch with a reseal feature. It was a huge trend on retail candy shelves everywhere I went…from convenience stores to drug stores to warehouse stores. These stand-up pouches were everywhere.”
In addition to providing a high-impact billboard on-shelf, resealable pouches make it easier for consumers to share and store multi-serving confectionery products. The format is especially well suited to bite-size candies, which are a rapidly proliferating segment of the category.
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