"The presence the packaging has on the shelf is truly extraordinary," relates David Ziegert, acting general manager of Boulder, CO-based Celestial.
Launched last fall in natural food stores and grocery chains in select areas around the country, the coffee line is said to combine a number of key elements that set it apart from competitive brands. Not only is the coffee organic and whole bean, but it is also Fair Trade Certified and shade grown, and it is roasted using a unique process that employs an indirect but powerful stream of air for a "more flavorful and aromatic coffee," explains Ziegert.
While Celestial declined to provide information on packaging materials and suppliers, Ziegert did tell Packaging World that the company selected a stand-up pouch as its packaging medium because of the value it adds to the product. The pouch, with an integrated zipper, provides the coffee with a one-year shelf life and can be easily resealed to maintain product freshness. Displayed upright on retail shelves, the 12-oz bag also provides maximum merchandising impact.
The coffee is available in five flavors. Artist Jerry LoFaro, the creator of a number of Celestial’s tea-carton illustrations, brings these varieties to life with lush, color-drenched artwork. "We wanted to have a very modern look in addition to a high flavor appeal," says Ziegert.
The product is priced at $9.99 per 12-oz bag. —Anne Marie Mohan