High levels of protein, earthy elements, and the elimination of artificial colors and flavors have become prevalent in this industry, and pet food companies are rethinking their marketing strategies to best communicate these positive changes to customers. Packaging has played an important role in informing and educating shoppers about the benefits of new, healthful pet food products. Brands are launching goods in innovative packaging that stands up on the shelves and stands out, allowing them to turn prospects into lead using the product itself as an important marketing tool.

Leading pet food brands are debuting modern, simple, and fun packaging designs that capture the spirit of what their company is all about. Solid Gold is a winning example of a brand that is redesigning its packaging specifically to capture consumers’ eyes on the shelf using stand up pouches. This type of packaging allows pet food manufacturers to convey the healthful benefits of their cat and dog good in a sleek and sophisticated way that captures attention and best protects the products inside. Successful pet food companies understand that their food and treats must be packaged in shelf-stable pouches that preserve the nutritional content of their organic and sustainable goods. Kraft stand up pouches are rising in popularity for products like dry food and savory treats because they accomplish these goals while conveying a more natural look and feel to today’s health-conscious customer.

Because of their functionality and versatility, stand up pouches play an important role in helping brands promote new products and create an overall experience inside retail stores.

Marrying new packaging with signage and in-store displays will amp up the “wow” factor and will encourage more impulse purchases. Pet food brands switching to smaller stand up pouches are experiencing sales growth because consumers are more likely to grab a few of their items as they peruse store aisles as opposed to lugging around big, heavy bags or boxes that are intended to be purchased in lesser quantities. Incorporating packaging into your overall branding strategy and presentation helps inform and educate shoppers about the benefits of the product, and maximizing convenience with features like resealable closures, handles, and tear notches speaks to consumers on a tactile level in a way traditional ads and other promo tools simply cannot.

Pet food brands are partnering with suppliers to include clear windows on their kraft stand up pouches and other forms of flexible packaging so they can be as transparent as possible with consumers.

“Nutrition you can see” has become an important part of Wellness Natural Pet’s product launches and rebranding, and this slogan is best conveyed through the actual physical package it comes in. Companies releasing organic pet food are embracing stand up pouches to show off their certified organic seals and logos, as this type of packaging uses safe, water-based inks that are bold, vibrant, and are resistant to outside elements like water, light, oxygen, and bacteria.

Stand up pouches for pet food also allows healthy pet brands to offer consumers an easy way to recycle their food packaging. The laminated layers used to give this type of packaging its upright shape and structure can be broken down and reused to produce consumer items that are good for communities, such as park benches and even pet food bowls. Today’s green consumer can feel good about purchasing their pet food in kraft stand up pouches because they are conducive to a sustainable lifestyle and keep products well protected. WellPet is taking its marketing strategy to a whole new level by offering TerraCycle’s Wellness Pet Food Brigade program to consumers, allowing members to earn points used for charity donations when they recycle their pet food packaging. This type of do-good marketing resonates with consumers of all ages and helps build loyalty and trust between brands and their customers.

Pet food companies know how important packaging is in keeping their products fresh and protecting them from outside contaminants. Now, with new technological innovations and high-quality packaging materials available in plants across the globe, they can get creative and strategic with the way their food and treats look on the shelves. Product packaging is the first thing shoppers see, and it can open the doors for communication in ways traditional advertising methods never could. Pet food should stand up proudly on the shelves so customers can quickly determine which is best for the health and wellbeing of their critters. Including pet food packaging in the overall presentation and rebranding of your product line is an important part of your marketing strategy and should never be overlooked.