Avengers, Frozen and Star Wars characters are front and center for Crunch Pak's Blendz line of fruit purees in squeeze pouches.
One proven way to drive product consumption by children is to feature the iconic characters that they like on the packaging. Cashmere, WA- based Crunch Pak apple processors aims for a fruitful yield with the latest iteration of its branding relationship with Disney that centers on bright and colorful packaging with plenty of youthful allure. Offered in two flavors, apple and cinnamon apple, the products debut with Disney’s Avengers (Captain America, Hulk, Iron Man and Thor), Frozen (Elsa, Anna and Olaf) and Star Wars (Yoda, R2D2 and Stormtrooper) characters. Blendz fruit purees feature 3.2oz squeeze pouches packed 4 per carton, which has a die-cut window to the product inside.
The line of 6 SKUs is poised for more line extensions in development, according to Krista Jones, director of marketing at Crunch Pak, who describes the packaging as “BPA-free spouted pouch with choke-safe cap.” Here are the rest of Jones’ responses to our questions:
When and where did the products launch?
Jones: We launched Blendz at Target at the end of January and are currently ramping up production for additional retailers.
What’s the target consumer?
Jones: Families looking for a convenient, healthy snack and as an addition to lunch boxes. Frozen, Avengers and Star Wars bridge pre-school kids all the way up to tweens. Our pouches are just fruit, cinnamon, and Vitamin C. There are no added juices, concentrates or sugars, so parents can feel good about providing something healthy with characters kids are really excited about.
What’s the competitive environment for pouched purees?
Jones: We're excited to be a part of the growing consumer shift to pouched products. We think the package type and the Disney Brand are a great match for busy, on-the-go families.
What can you say about the Disney branding?
Jones: Crunch Pak has a longstanding brand partnership with Disney. Our first Disney product was Foodles, a snack tray with apples, cheese and pretzels or grapes. Blendz is a natural extension of the apple snacks we already produce and the characters are the major influences in the marketplace, with movies for all three franchises coming out later this year.
What were the main package design goals?
Jones: Our design goals were to allow the characters to stand out and to highlight the nutrition benefits of the product.