Products that come in hard-to-open packages are among the top complaints registered by frustrated consumers, and one marketer is finally addressing this problem. It took nine months of work, but
designers at Nestlé SA have developed a new package for the company's new Country Creamery ice cream that promises to be a snap to open. The new plastic container lid is said to be easier to
pull off, while the carton's ribbed corners are easier to grip when scooping out the tasty treat. Packaging has long been a major issue for marketers. Containers must be tight enough for shipping
purposes but still have to be easy to open once consumers get the product home. To solve the problem and address consumer complaints, last year Helmut Traitler, Nestlé's global head of
packaging, ordered his packaging designers to reinvent the wheel, so to speak. "We knew that some of the new packaging out there could be almost unopenable," Mr. Traitler says.
advertisement
advertisement
Read the whole story at WSJ (paid subscription required) »
