King’s Hawaiian, known for its packaged sweet rolls, recently filed a lawsuit against Aldi on the grounds that the retailer is selling a product that could potentially confuse customers.
Aldi’s generic Hawaiian sweet rolls are packaged in a way that is extremely similar to King’s Hawaiian’s sweet rolls, which the company feels could deceive consumers into buying the store-brand product rather than the real King’s Hawaiian rolls they may be after.
The brand also claims shoppers may think Aldi’s rolls are a King’s Hawaiian product because the packaging is the same orange-outlined plastic bags they recognize and associate with the name-brand rolls. The company has gone through great effort to maintain its brand image and identity, using the same packaging style and design since the 1980s.
Generic brands have been mimicking the packaging and logos of larger, more successful companies for ages, but just because this practice is used doesn’t mean it is ethical or wise. It also brings up an interesting point about the longevity and relevancy of product packaging – King’s Hawaiian prides itself on using the same packaging for the past 30 years (at least) because it distinguishes its products from the rest, and loyal consumers can easily spot it in stores. However, we think the brand would be wise to do a great service to their customers by upgrading its packaging.
Sure, flimsy plastic bags have been used for years to package bread products, but they do little to really seal in freshness and maintain a longer shelf life for food. King’s Hawaiian’s rolls also sit on a small cardboard tray inside the plastic bag in an effort to preserve the product’s structure, but all this really does is create more waste for the end consumer. A plastic bread tie at the top is used to reseal the bag, but how many times have we all lost that little clip or had a collection of them floating around our kitchens? Is it really keeping out air, moisture, and bacteria?
New forms of flexible packaging, like stand up pouches, reduce this unnecessary waste and is more structurally sound than a plastic bag that lies flat on retail shelves.
It helps maintain the shape, taste, aroma, and presentation of the products inside while keeping them completely protected from outside elements that can lead to spoilage and contamination. The resealable zipper helps push out air and keep food inside fresher longer.
Custom printed pouches can be personalized in numerous ways, and because stand up pouches use a rotogravure printing process, water-based inks are bold, vibrant, and best execute your brand’s creative typefaces and graphics. However, placing emphasis on the actual structural components of your packaging can set it apart from the crowded store shelves and help distinguish your brand as visually appealing, forward-thinking, and unique. Rather than using a flat cardboard tray and plastic bag than can be easily torn, choosing lightweight, flexible packaging that stands upright on shelves will get your product seen amongst the dizzying product selection in store aisles.
Both our stock and custom stand up pouches can be produced with clear or metalized foil structures, as well as glossy or matte finishes, but a new form of packaging is really taking off and speaking to consumers. Kraft stand up pouches may look plain, but their fusion of earthy kraft paper with multiple laminated interior layers makes this type of packaging stand upright on shelves and catch consumers’ attention. Aldi is one store that has been seeking out more natural, organic products, and kraft stand up zipper pouch bags are a great way to really sell your unique food items to retailers that are incorporating more wholesome products into their stores.
Retailers like Trader Joe’s have found tremendous success with the unique designs on their in-store brand packaging. Shoppers have come to recognize these products and actively seek out the quirky illustrations and colorful text that sets Trader Joe’s apart from other supermarkets and natural food stores. The company has also embraced new forms of flexible packaging, like stand up pouches, for its own product lines, setting new standards for outside brands and establishing itself as inventive, modern, and fresh. Whether you choose kraft stand up pouches with window or custom printed stand up pouches, taking the leap and innovating your packaging will distinguish your brand from competitors (or generic imitators) and strengthen loyalty among customers new and old.
(Image Sources: Parent Guide News, Walgreens, Sister Schubert's, ZOMG Candy)
Related Posts:
