Color tabs easy to open

Hormel Foods Corp. has converted its 15-oz steel cans for chili from sanitary to Quick Top® full-panel, easy-opening (EZO) ends from Silgan Containers Corp. (www.silgancontainers.com). The brand is the first in the chili category, and one of only a few food products, to use a colored pull-tab to create differentiation. A 300-dia, gold-colored EZO steel end is now accented by a red tab. The colors were chosen to support Hormel Chili's red and yellow brand equity conveyed by the label.

Silgan has incorporated a variety of ergonomic elements into the design. The back of the pull-tab is flat, not rounded, to provide a better tactile surface for grasping and the tab is bent to enable easier finger access. “Putting an EZO end on a package tends to be perceived by consumers as more modern by today's standards,” says Bob Pepper, group product manager, Hormel.

The company was looking for ways to increase its already strong usage in the home. Research shows that not only are consumers willing to pay more for the convenience of EZO ends, but they tend to let products with traditional ends sit in the cupboard, while brands with EZOs are selected first. Brands that convert to EZO ends also realize a sales lift, due to consumer preference.

“We had heard from consumers about the benefits of EZO through a variety of research approaches. Silgan worked with us to help validate those findings,” Pepper says.

“Putting such a prominently-colored tab on the can end enabled us to leave the EZO communication off the new label design. We felt that the red tab really brought attention to the can and made the conversion evident without it needing supporting copy,” says Marty Wolesky, product manager, Hormel Chili. Timing was the other critical aspect of the conversion, he adds. “We stated the clear objective of being ready for chili season, and we hit it.”

In total, more than 14 Hormel chili stockkeeping units are currently in the process of being rolled out with the new EZO end. Although the varieties have just recently reached retail shelves, Hormel Foods has already received positive consumer feedback. “We've actually gotten calls from consumers already thanking and complimenting us for making the switch,” Pepper says.