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Shapely new Domino Sugar bottle is a first

Domino Foods introduces a ‘table-worthy’ bottle, with a graceful, carafe-like shape and easy-dispense closure for two varieties of its Domino Sugar and C&H Sugar brands.

Pw 59195 Fliptop Dm Bottles 1

In 2005, Domino Foods, Inc. was the first to innovate in the sugar category, with the launch of an eye-catching, 4-lb grippable, resealable plastic container for granulated sugar that eliminated for consumers the messy process of transferring bulk sugar from a paper bag into a canister. Now, having identified new consumer pain points around smaller-volume sugar packaging, the company has innovated once again, with an elegantly shaped, 12-oz custom bottle with an easy-to-use flip-top dispensing closure that is destined to replace the sugar bowl on consumers’ kitchen tables.

In November, the company—part of ASR Group, the world’s largest refiner of cane sugar—launched its Domino Sugar and C&H Sugar brands in Quick Dissolve Sugar and Pourable Brown Sugar varieties in the new bottle, which Domino says was designed to be “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,” says 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 a spoon. In addition, the patent-pending flip-top lid snaps shut, preserving the freshness of this trusted product.”

Constant innovation
As both the 4-lb canister and the new 12-oz sugar bottle attest, innovation is a core strategy for Iselin, NJ-based Domino. To drive new product ideas, the company operates an innovation center in Boca Raton, FL, that includes a packaging component. “We are constantly screening both packaging and product concepts through our new product development stage-gate process,” says O’Malley. “Through that process, we are looking for products that have the highest commercial appeal and most commercial potential.”

Beginning in 2010, Domino launched a project with design firm 4Sight inc. to leverage its sugar products’ core brand equity and to improve consumer usage with a package redesign. The project focused on the packaging for two value-added products: Domino and C&H Superfine Sugar (now Quick Dissolve), designed to dissolve quickly in hot or cold beverages and marketed in a paperboard carton; and Domino Brownulated Light Brown Sugar (now Pourable Light Brown), in a resealable pouch, formulated to resist clumping and hardening.

Through consumer research, Domino determined the number-one source of dissatisfaction in the sugar category is packaging that leaks or does not reseal. “In addition, we found in the research that there was an opportunity to design specific packages for specific usage occasions,” says O’Malley.

Package development for the new bottle was a two-year process that included consumer input, prototype testing, and quantitative testing of the concept and price points. As part of the process, Domino asked consumers to think about various occasions when they used sugar. These included baking for the holidays, stirring in cold beverages, sprinkling on fruit, etc. They then asked consumers for imagery associated with each occasion. Finally, consumers were asked to think about the ideal packaging for use in these occasions.

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