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Article | November 4, 2013
Domino launches shapely, 'table-worthy' canister design
A new hourglass-shaped package with a flip-top closure for two varieties of sugar under the Domino and C&H brands is designed for tabletop usage.
Two varieties of Domino Sugar and C&H Sugar products from Domino Foods, Inc. will soon be available in a shapely new package with an easy-to-use flip-top dispenser. Aesthetically appealing and ergonomically designed to easily fit in a consumer’s hand, the new package for Quick Dissolve Sugar and Pourable Brown Sugar will be launching in mid-November in retail stores across the country.
Initially the design objective of the project was to leverage core brand equity and improve the consumer’s usage experience through a package redesign. During the research phase, designers discovered that there was an opportunity for a package specifically designed for tabletop usage that would eliminate the need to refill a sugar bowl from a larger package. Once it was determined that the package needed to fit comfortably in the hand, sit on the table, and easily dispense and pour, the new form began to take shape. According to Domino, the resulting willowy canister embraces the original product proposition for a custom-designed structural form that is easy-to-use, highly functional, and elegantly styled to fit in with any kitchen décor.
“As we continue to focus on the needs of our consumers, we are certain that these well-designed bottles are a convenient and attractive sweetener solution,” explains Domino Foods President and CEO Brian O’Malley. “The tall and graceful shape fits securely in the hand, allowing the consumer to easily open and dispense the sugar directly onto their food or into drinks, without needing the help of an additional spoon. In addition, the patent-pending flip-top lid snaps shut, preserving the freshness of this trusted product.”
The flip-top packaging enhances the consumer experience for two existing products. Domino and C&H Superfine Sugar, currently available in cardboard cartons, will be renamed Quick Dissolve Sugar to highlight that it is finer than traditional granulated sugar and rapidly blends in to sweeten hot or cold beverages. In the eastern U.S., Domino Brownulated Light Brown Sugar—now available in a resealable pouch—will be called Pourable Light Brown Sugar, to clearly communicate that it is a free-flowing brown sugar that does not clump or harden. This product will be introduced for the first time into the Western U.S. as C&H Pourable Golden Brown Sugar in the flip-top container.
“I am certain the marriage of these iconic brands with such exceptional products and this premium packaging will have consumers delighted with the new user experience,” says O’Malley. “Our expectations are that the new sugar package will become a part of morning breakfast routines and family meals, and will be displayed proudly when entertaining, as it is truly a ‘table-worthy’ offering.”
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