Pouch as message medium
To command an upscale price, premium ingredients and packaging are a given, believes Kevin Tisdale, marketing director for the Pacific Natural Foods brand of Tualatin, OR-based Pacific Foods. That's why the company opted for a stand-up, 18-oz. pouch for its ready-to-eat line of natural soups, which carry suggested retail prices ranging up to $3.99.
Cans and microwaveable bowls were considered and rejected as inconsistent with the soups' "premium, gourmet positioning," according to Tisdale. Instead, the firm chose to use preformed pouches made of high barrier polyester, nylon and polypropylene from Maxim Flexpac, Irvine, CA. The pouch provides 12-month protection for shelf-stable products such as Hearty Chicken Tortilla and Roasted Red Pepper & Corn chowder.
For more information:
Tom Traynor, Maxim Flexpac, 949-587-9582