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Packaging Design

Plum’s New Packaging Aims to Teach Consumers a Thing or Two

Image courtesy of Plum Organics Plum_new_packaging-design-front-back-flavor-scale-770x400.jpg
A unique ‘flavor scale’ paired with a quick-response (QR) code highlight Plum Organics’ redesign done across the brand’s packaging portfolio.

Plum Organics, a brand with the purpose of “fostering palate growth in babies and toddlers”, is rolling out packaging redesigned with that mission — and consumers — top of mind. The updated look across the full portfolio of nutritious pouched purees and snacks highlight transparency for ingredients to increase consumer confidence in the foods they feed their children.

Plum multipack boxes, bar wrappers, and squeezable stand-up food pouches now feature a unique 5-point flavor scale showing sweet, sour, savory, and texture. That makes it easier for parents to navigate profile and flavor expectations when trying new flavors without any trial-and-error guesswork.

The updated packaging also features a dynamic quick-response (QR) code leading to the Plum website. That information emphasizes the importance of teaching children to love new foods through repeated exposure to a variety of fruits and veggies.

It’s a message parents have been trying to teach their kids for generations that's simply getting a modern, smartphone-assisted boost.

Image courtesy of Plum Organicsplum_new_packaging_group-770x400.jpg

"Parents everywhere want their kids to form healthy, balanced relationships with food, including the experience of trying new things and expanding their taste palates from an early age," says Harry Overly, executive chairman of Sun-Maid Growers of California, parent company of Plum, PBC. "We want parents to feel confident that the food they feed their kids will grow their mind and body, which is why Plum prides itself on creating nutrient-dense foods in a variety of flavors, colors and textures that inspire young children's curiosity to expand their world."

The prior design that relied on bold, product-coded colors — for example, orange for mangos — have been replaced by a uniform light purple tone across the portfolio that echoes the Plum name. That’s accompanied by boxed illustrations of each of the ingredients across the package middle.

Also, a standard font substitutes for the script text used previously on select product names.

Last but not least, the plums-shaped UPC bar code provides an added touch.

Plum Organics' new packaging for its baby food pouches and snacks can be found on shelves at major retailers such as Amazon, Target, and Walmart.

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