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In the crowded cookie aisle, plastic tubs for Miss Meringue cookies were serviceable but lacked impact. Jacques Gourmet wanted a more distinctive package that would inspire impulse purchases.

Out of multiple designs and package testing, Miss Meringue, a San Marcos, CA-based division of Jacques Gourmet, is rolling out stand-up flexible pouches that just may hook the consumer’s sweet tooth for its entire Miss Meringue line. The new packages have caused the marketer to more than double sales projections for the line, which includes the French Vanilla, Chocolate Chip, Chocolate Delight, and Toasted Coconut varieties.

Some cookie brands have been migrating into flexible stand-up pouches over the past several years. The bags deliver shelf impact via rich colors and the gloss of flexible film on an upright “billboard.” Think*Plan*Deliver, a project management and packaging company, developed a pouch for Miss Meringue that incorporates these attributes but also adds an extra dimension. The pouch uses 48-gauge metallized polyester film to add striking highlights to the design; the barrier film also extends shelf life to one year.

A base of opaque white ink overlays much of the Miss Meringue pouch. But the metallized film shines through in selected areas to deliver the visual contrast that helps the pouch stand out on store shelves. The film’s natural silver base provides a frame on the left and right edges, and in the letters of the brand name in the middle of the front and back panels. A translucent yellow ink on top of the silver base adds a gold effect to several areas of the package, including a triangle in the upper right corner. The multilayer, adhesive-lamination pouch is gravure-printed in six colors.