So Cincinnati-based LightVision Confections, which markets Holopop, designed a three-dimensional flexible package with a clear window to showcase the product.
Holopop has a variety of different packages for various holidays, each with its own 3-D design. The 1.35-oz Easter Holopop package (shown) features an illustration on the front of the package and a continuation of that illustration that’s seen through the front film’s clear window. Mike Wodke, CEO of LightVision Confections, says the multi-dimensional quality of the product is echoed by the package.
LightVision packages the sucker in Mobil’s (Macedon, NY) 2.1-mil ASBX oriented polypropylene film, which has a polyvinylidene chloride coating on one side and an acrylic coating on the other. PVDC adds barrier properties and helps promote heat-sealability, Wodke says. The acrylic coating provides barrier for flavor and aroma. Wodke chooses not to disclose information about how the package is converted or who the converter is. But he does say that in the finished package, the front panel is flexo-printed in four colors. The back panel is opaque white with four-color flexo printing on the product-contact side and one-color printing of nutrition and product information on the opposite side. The film is heat-sealed around the sucker on three sides.
Wodke admits that packaging plays a large part in the success of this product. “I think packaging is about 70 percent of the selling attractiveness of the item. The hologram is a very cool technology,” and that technology is carried through to the packaging, he says.
Holopop has been targeted at the custom promotional market for the past couple years. But with this new package, Wodke has been starting to sell Holopop in grocery, convenience, mass-market and gourmet food stores. Holopops range in size from 1 oz to 2 oz, and in price from $1.29 to $2.99.