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A wedge up on the competition

Cheesy packaging is not necessarily a bad thing. Just ask Jan Berger, president of Chicago-based Turtle Island, Inc., marketer of Just for Joy(TM) cheese-based gourmet soups.

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The product's unique wedge-shaped package instantly conveys what the dry soup mixes, each made with real cheese, are all about. The packaging also distinguishes the soups from competing products packed in pouches. Consumers can't resist picking the package up. "Initially it's the package that sells the product," says Berger. But we get repeat business because the product itself is good." Berger conceived of the idea for a wedge-shaped carton and Economy Folding Box Corp. (Chicago, IL) brought it to life. The cartons are 18-pt SBS offset-printed in four colors plus varnish. Each carton is printed in a vignetted dot pattern, whether it's a gradation from bright yellow to fiery red for the tortilla Soup con Queso, Swiss cheese holes for the Potato au Gratin, or a cheddary, textured orange for the Cheddar Beer Soup (yes, just add your favorite beer and water). Although the products debuted in June '94, the design has continued to evolve. In June of this year, the boxes were made larger and the tiny Tabasco(TM) bottle, which was formerly tied directly to punched slots in the carton, is now tied to a separate tab that is hooked into a slit on the front panel, making final package assembly faster and easier. The 6- and 7.5-oz soups retail for $5.50 to $6.95 and are sold in gourmet food shops across much of the U.S.

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