The Challenge
Develop new structural packaging concepts to create sustainable and manufacturable packaging structures that address consumer relevant and impactful needs for “Immediate Consumption” (IC) snacking. Concepts should be single serve packaging that enables on-the-go consumption in a one-handed world.
The packaging concept must meet consumer needs—key IC occasions, physically satisfying, emotionally rewarding, and instant consumption. It also must meet the four functional attributes— distinct, unique and novel design, intuitive use, product preservation, and package integrity. Overall package design should meet one or more of the following: one time re-seal, easy access/easy open, one-handed consumption, product protection, and no spill between bites.
Out of over 300 rough concepts, 12 were chosen and refined as possible solutions to specifically address the needs of immediate consumption (IC) packaging.
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There are about 78 million Baby Boomers in the United States, representing 25% of the total population. However, they account for about 40% of total food and beverage spending and are projected to drive $50 billion in incremental consumer packaged goods growth in the coming decade. As Baby Boomers age, they want to remain vital and active. To achieve this, they are increasingly turning to foods that deliver functional healthy aging benefits. As North America’s largest food company, Kraft Foods is compelled to address this consumer trend and capture the corresponding business opportunity. Kraft Foods worked with Live Well Collaborative to create innovative snack solutions around two specific dig sites within its Health Aging platform: cognition and mobility.
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Click the link below to download the ideation presentation:
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