The Jolly Green Giant, Winnie the Pooh and other licensed characters are cropping up on packages of infant and toddler foods from Beech-Nut Nutrition Corp.
If the mood seemed upbeat to visitors and exhibitors at November’s PACK EXPO show in Chicago, it was for good reason: Nine in 10 end-users of packaging machinery report their purchases of additional equipment increased or remained the same in 2010’s third quarter, compared to a year earlier, with food and beverage packagers leading the way.
Graphic redesign can be a bear trap for an iconic brand. Doubters need only consider the experience of PepsiCo’s Tropicana, which briefly dropped the orange-and-straw graphic two years ago.
Food safety was the clear focus in August’s nationwide egg recall, but the incident also highlights the need for strict control of packaging materials.