Friday, November 12, 2010

SunChips Observations

John has already covered the polylactic acid SunChips bags in several posts [1], so there’s little need for additional comments on the package, its properties, its benefits, or its shortcomings. As someone in the food industry [2], I have two observations. The first is that this is a very public launch and failure. Most packaging changes are barely noticed by the consumer and are set up to be seamless. For example, ConAgra launched a new 46 ounce ketchup bottle two years ago. The bottle won an industry award, but I don’t believe the launch was ever noted on the product.
The second observation is that SunChips will likely be a laboratory for green packaging for some time. Two years ago, SunChips packaging advertised a partnership with TerraCycle, a company that was (and is) looking for ways to recycle plastic and develop green technologies. I don’t recall seeing similar information on any of Frito-Lay’s other products, so a recycling outlook will likely be part of the brand’s identity.

[1] Posts 1, 2, 3, 4

[2] Disclosure: I work for ConAgra Foods, which competes against Frito-Lay in the ready-to-eat snack category.

1 comment:

  1. Good observations. The "publicness" of these launches has to be horrific to face.