Heinz’ concept of a ‘Dip & Squeeze’ condiment package is brilliant and long overdue, in fact. Yet, before we rid ourselves of the old sachets, let’s consider the functionality of the new package.
The dipping concept is a given. It’s actually an intuitive extension of the many single-serve packs that accompany our toast and pancakes (think butter, jam and syrups). Better still, think chicken and rib-dipping sauces or salad dressings.
I would remind readers, however, that squeezing residual sauce from a semi-rigid tray is no easy task to perform. From a functionality perceptive, it’s inefficient, frustrating and messy by the time the last drop emerges.
How, then, to redesign the Dip & Squeeze for eco-effectiveness, specifically when it comes to completely emptying the packet? Before Dip & Squeeze hits the tables, rethink the squeeze concept, satisfy packaging sustainability criteria and above all introduce the fun element to the package.
As opposed to conventional case studies where the post-analysis serves as a ‘lessons learned’ exercise, Dip & Squeeze is commercialising in real time. Therefore, time travel will not be required to align the criteria for eco-effectiveness to meet today’s expectations.
Use this space/discussion to push the envelope on product development, thereby accelerating the commercialisation of a green package.
This blog is reproduced courtesy of Dean Bellefleur and Greener Package.
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