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Costco resizes Kirkland ice cream

A repackaging of Kirkland Signature ice cream from Costco is done with consumers—and their freezers—in mind.
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FILED IN:  Applications  > Food  > Dairy

The May 16 2006 issue of Warehouse Club Focus included a visit to a Costco store where publisher Michael Clayman found two is better than one:

In the freezer category Costco changed the packaging on its Kirkland Signature vanilla ice cream. Instead of packaging the ice cream in a one-gallon container Costco’s new vanilla ice cream package includes two half-gallon containers and retails for $7.29. Costco continues to offer the same value on the product but now it is just as appealing to a consumer as it was to a business member.

Previously consumers might avoid purchasing a gallon-size container of ice cream due to its size. With the new package consumers are more likely to purchase two half-gallon containers of ice cream as it can be more easily stored and accessed than larger gallon containers.

Packaging Insights features regularly the latest club store packaging courtesy of HHC Publishing Inc. publishers of Warehouse Club Focus.


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