Food marketers who stay apprised of the latest industry trends and consumer desires already know most shoppers are incorporating more wholesome, natural ingredients into their diets.

All across the globe, large companies are retooling their products to remove artificial additives, and their marketing teams are using new methods to maintain customer loyalty while selling their refreshed clean-label foods. Still, a recent survey by Instantly shows 75 percent of U.S. consumers say they trust small natural food companies over large, established brands. Another 70 percent believe most food companies selling healthy, organic packaged foods are independently owned and operated.

The truth is, many of these smaller clean-label food businesses are owned by larger brands because of the boom in mergers and acquisitions throughout the consumer packaged goods industry. The study also shows consumers’ perception of a brand will grow more positive if the company vowed to replace artificial colors and flavors with more natural alternatives. Big-brand marketers should be shifting their attention to presenting their natural products in ways that build transparency and trust, and one way to do this is by embracing the home-grown, hand-made feel of smaller businesses.

While mega food brands generally set the standard for smaller companies, there are still many important lessons these large producers can glean from the “little guys.” Food startups are innovating left and right – since they have time to experiment, they aren’t afraid to take risks. Because many of these companies are using locally grown and sourced ingredients, they’re able to actually interact with their customers, along with every team member involved in the production of their natural foods, so health and sustainability are at the core of each phase of production.

Large brands that want to attract consumers who prefer natural food that is produced sustainably must think about how they are packaging and presenting their products. Using non-recyclable containers that produce an abundance of waste isn’t going to cut it anymore.

Many small companies are using natural-looking kraft stand up pouches to package their coffee, tea, granola, and other organic snacks.

Kraft stand up pouches with window, especially, help build transparency because customers can see exactly what the product inside looks like, and the look and feel of the bag evokes a sense of wholesomeness and sustainability that today’s consumer desires. 

All kraft stand up zipper pouch bags are flexible and light weight, so they produce less greenhouse gas emissions during the transportation process. They can be broken down into recyclable regrind, and they produce less waste in landfills than traditional bottles, jars, and tins that are difficult to collapse. The unique thing about kraft stand up pouches is that they are made with multiple layers of food-grade, FDA-approved plastic that are laminated together, resulting in a strong structure that stands upright on shelves when filled with food and other goods. Once emptied, this packaging lays completely flat – like a piece of paper – so consumers don’t have to worry about excess refuse filling up their recycling bins.

When it comes to selling and marketing healthy, natural foods, big brands simply can’t afford to cut corners. They can, however, cut costs by switching to flexible kraft stand up zipper pouches. It will help sell the earthy, natural qualities of your food better than flimsy plastic bags or boxes that contain less protective, excess packaging materials like trays and removable layers of plastic film inside. Kraft stand up pouches can even be emptied, wiped down, and reused by the consumer as a stronger, more durable and puncture-resistant alternative to zip-lock bags. Because kraft stand up zipper pouch bags feature a resealable closure, consumers can easily let out air that creates bulk and reduces the shelf stability of the product inside.

Today’s eco-conscious, healthy consumer expects brands to put care into all aspects of their natural food production. Packaging is the first thing shoppers see, and using natural-looking, recyclable pouches is an excellent way to sell your big brand’s commitment to clean-label, sustainable products right on the store shelves. Shoppers buy with their eyes, and when they catch a glimpse of a package that has a local, small business feel, they’ll be more likely to add it to their shopping carts and make it a staple product in their homes.

(Image Sources: CIAS, The Dieline, True Beans)