Packaging World:
How would you describe your approach to packaging innovation?
Howard Brandeisky
We’re always trying to find packaging innovation that can add value not only for consumers but for our retail partners. We are a very consumer driven organization, and we like to put new packaging innovations in front of consumers to see their reactions. But it really does come back to value, and we’ve always found packaging is a good way to add value. Packaging has helped drive growth. We’ve seen how it can really move the needle for a brand. Which only makes sense if you think about it. What else touches the consumer the way packaging does?
