When it comes to our Daily Recommended Allowances for dietary intake, many of us don't consume the amount of vitamins, minerals and other nutrients that we should. Fortunately, there are supplemental products that can help us bridge the gap between what we should be ingesting and what we actually do, protein powder among the most popular.  Once considered a niche product for bodybuilders and other fitness types, protein powder today is a common addition to millions of diets as people have discovered it is a convenient way to ensure that they get the proper amount of protein, a macronutrient.  If you're reading this, you probably know these things already.  What you probably also know is that the marketplace has gotten hyper-competitive and distinguishing yourself in the marketplace has become increasingly challenging.  As leaders in the packaging industry, we'd like to share with you our thoughts on how you can build your brand using particular types of protein powder packaging.

First, a few words about brand building, the effectiveness of which is essential to the success of your enterprise.  Once upon a time, word-of-mouth and traditional advertising were sufficient to effectively market goods and services.  No more.  Today, a comprehensive marketing strategy requires not only print, radio, and television advertising, but also web-based promotions (including social media) and even packaging.  Yes, packaging.  In fact, your packaging may be one of the most cost-effective methods of brand building available to you.  Why?  Well, your product needs packaging and if you can incorporate packaging into your overall marketing scheme, it's a perfect example of that "two birds, one stone" cliche. 

So, what would brand building protein powder packaging involve?  What would it look like?  Here are some factors that our experience has shown us are among the most significant:

Strength.  Seems obvious enough, right?  A package should protect its contents from, as needed, light, air, pests, odor, vapor and (critically for powders and mixes), moisture.  How is this related to marketing? Well, if your packaging doesn't protect your product, no amount of fancy advertising or glitzy web promotion is going to overcome the negative feedback your customers will share with others, often on social networking sites (SNS), and waaaay before you realize it's happening. 

Shelf life.  Customer satisfaction is the underpinning of brand loyalty.  Products that don't keep well definitely do not satisfy customers.  The packaging should, therefore, seal in your products' freshness, flavor, and the nutritional properties that help make your brand a superior choice. 

1.   Is your packaging easy to use? Does it store conveniently?  Easy to open and close?  If so, you've eliminated several reasons for your customer to switch brand loyalty. 

"Brandability".  Yes, it's a word we made up.  But it means what it sounds like it means: Is your health food packaging capable of taking on marketing functions?  Does your packaging stand out from that of the competition, thereby ensuring that your product line stands out on the store shelf?

Social responsibility.  Many consumers consider factors other than just the price and quality of a product in making their purchasing decisions.  For example, more and more are expressing their concerns about the environment using their wallets.  Environmentally responsible companies benefit from catering to those customers.  Environmentally friendly packaging can play an important role appealing to eco-friendly consumers if it is recyclable and has minimal impact on the environment after disposal. If your manufacturing processes are also environmentally sensitive, the perception of your brand will be further enhanced. To be clear, environmentally friendly packaging doesn’t necessarily mean biodegradable, it can mean reduction in the amount of material that was used for packaging and how much is ultimately sent to a landfill.

When viewed in light of these factors, we suggest that flexible retail packaging such as stand up pouches and flat bottom flexible box bags is your best protein powder packaging solution for building your brand.  Here's why:

• Strength.  Built from multiple layers of scientifically-formulated film that have been laminated together, stand up pouches and side gusset flexible box bags are strong, durable, and puncture-resistant. 
• Shelf life.  The barrier that seals out external agents seals in freshness and, as a result, extends the "best by" date of your brand.  Optional zip lock closures further enhance the protective nature of flexible retail packaging.
• Convenience.  Because it's flexible, this packaging stores easily almost anywhere.  As well, tear notches which permit convenient, mess-free opening, are also available. 
• "Brandability". The design of protein powder packaging is suitable for a variety of ways to "brand" your brand:
• Product labels and other company/promotional stickers.
• Printing, up to 12 colors, customized to your exact specifications.
• Choice of clear or opaque film.
• Clear "window" in an opaque film package panel. 
• Round or sombrero-shaped hang holes that provide retailers a second display option.
• Any combination of these factors. 
• Social responsibility.  Stand up pouches and flat bottom flexible box bags are completely recyclable and thus an example of environmentally friendly packaging.  In addition, although it consists of multiple layers of film, some styles actually require up to 15 percent less material to make than others.  Less material means less waste after disposal.  Less material also means each pouch weighs less and, therefore, requires less fuel per unit to ship.  Finally, flexible retail packaging is a complete, self-contained package and doesn't require the consumption of materials and energy or the cost normally required for the production, transportation, storage, and disposal of extra packaging simply because there isn't any. 

These are the factors that are most likely to impact the perception of your brand.  Shouldn't your choice of protein powder packaging take them all into account?  After all, your brand is only as strong as you build it.