Here's an innovation in packaging that could disrupt everything...


Since becoming vegan, I have been enjoying this Artisian Almond yogurt, with slivered almonds, sliced strawberries, cinnamon and nutmeg as one of my favorite breakfasts. This morning I noticed an innovation that makes possible something I dreamed about years and years ago: generic packaging. Marketers know that packaging is the primary means of standing out in the visual noise of choices splayed out on the grocery shelves. The size and shape of the container, how "theft proof" it is (in the case of electronics especially) and the "real estate" provided to paint the brand elements people are trained to recognize.

My idea years ago was for government to standardize certain kinds of packaging so that recycling and manufacturing could be improved to be less harmful on the earth. The challenge of course, would be how companies could differentiate themselves with the richness and diversity they were accustomed to.

This morning I saw my vision come to life when I noticed this little tab on the side of the container. Kitehill has found a way to provide a recyclable label that stays on the container (so you don't have to try and scrub off the label, which was always such an annoyance) providing excellent opportunity for all the print branding and regulatory information desired and required.

So much flexibility here, they can produce and print new labels and designs easily and don't have to throw out any previously printed plastic containers. It is also likely easier, cheaper and higher quality to print on paper than directly on the plastic.

AND, they have the inside to tell their story and to connect people to the good they are doing by choosing this vegan option. How powerful is that? How much "feel good" are they delivering here? Kitehill proves the ingenuity people can deliver when tasked with doing good.