Choosing the Best Flexible Packaging for Your CPG Product

By: 

Foodbevy

Choosing the Best Flexible Packaging for Your CPG Product

by ePac Packaging

June 27, 2023

Are you struggling to figure out the right flexible packaging for your brand? 

Whether you’re a new brand researching your flexible packaging options, or a seasoned business interested in doing something new with your packaging, starting the process with a solid list of criteria to consider is key to finding the best packaging for your business.

I turned to my friends at ePac to figure out everything you need to consider. 

Where to Start

People care about packaging, even if we’re not conscious about it. Packaging is a subconscious art form. It’s critical to purchasing choices because it makes customers pick up your product, and if they love it, they’ll associate good feelings with its functionality and usage. 

If the packaging is good, sales happen. 

Businesses of every size, whether at the farmer’s market or competing with Pepsi, must think long and hard about product packaging because it’s the essential marketing tool that communicates their vision to the target market. 

As we’re fresh into 2023, it’s time to think big:

How can your packaging communicate that what you’re selling is the best, and why picking up your product should be a no-brainer?

What to consider when deciding what packaging to choose

We’ve talked about how packaging is a critical element in the grand scheme of things. But there are also little details that influence the success of a product. 

If you’re selling your signature blend of taco-flavored tortilla chips, you need packaging that keeps the chips fresh. If you’re selling healthy snacks to kids, the packaging shouldn’t be black with skulls but whimsical and with bright colors to reflect the target market. 

It doesn’t matter if you’re selling online or on the shelves; the product must look good.

What kind of message do you want to send with the packaging – are you focused on fun and playful or high-end? 

The packaging design should be consistent with that message, and the packaging should match the brand aesthetic. 

Consider how the packaging is presented to the larger public, whether classic and timeless or very in the moment.

What about practicality? Packaging should convey ease of use for customers along with durability to protect during shipping and handling. What your packaging looks and feels like gives the immediate impression of how you view the brand internally and manage customer expectations. 

Types Of Flexible Packaging

There are three types of flexible packaging to consider:

Stand Up Pouches:

Stand-up pouches are the most popular flexible packaging choice. They are designed to provide convenience and visibility for a wide range of products. These pouches are known for their ability to stand upright on store shelves, thanks to various gusset options such as bottom gussets, side gussets, or a combination of both. The gussets ensure stability and an appealing display.

Stand-up pouches offer versatility in terms of materials. They can be made from transparent films for showcasing product visibility, opaque films for added protection, or even metallized films for enhanced barrier properties. Different finishes, such as matte or gloss, can be applied to stand-up pouches to achieve desired aesthetics and brand representation.

Lay Flat Pouches:

Lay flat pouches, also referred to as pillow pouches, are another type of flexible packaging widely used in the industry. These pouches are sealed on three sides, creating a sleek and compact design. Lay flat pouches are suitable for various products, including snacks, confectioneries, pharmaceuticals, and personal care items.

These pouches offer flexibility in terms of film choices and structure. Manufacturers can select films based on product requirements, such as high barrier properties for moisture and oxygen protection or lightweight options for cost efficiency. Features like tear notches, hang holes, and spouts can be incorporated into lay flat pouches to enhance functionality and convenience for consumers.

Rollstock:

Rollstock is a versatile form of flexible packaging commonly used in large-scale production. It is a continuous roll of packaging material that can be customized to meet specific needs. Rollstock is particularly suitable for high-speed packaging operations.

Produced through solventless lamination, rollstock offers excellent product protection while maintaining sustainability. It provides ample space for vibrant designs and brand representation, making it an ideal choice for eye-catching packaging. The printing capabilities on rollstock allow for full-color graphics and detailed product information.

Rollstock is compatible with various filling and sealing methods, including horizontal form-fill-seal (HFFS), vertical form-fill-seal (VFFS), and automatic pouch filling machines. This compatibility ensures seamless integration into different production setups, promoting efficiency and reducing downtime.

Plenty of design resources available can help direct what style and look you’re trying to convey, along with an insight into how to stay on budget while still making an impact.

For example, there are lists of designers specialized in packaging design for small consumer goods businesses. 

And for those who are on a very tight budget, your regular graphic designer can enhance your skills with packaging design courses or guides.

How To Create Custom Packaging for Your Brand

Design packaging with your customer in mind. Ideally, all packaging should be immediately clear about what it is and what it does, and the materials used should be reusable or biodegradable. 

It’s also essential to ensure that your packaging is in line with a brand identity consistent with the look and feel of your marketing materials across the board. 

A branded experience should work in concert with a few stylistic things but ultimately deliver the best impression of the brand. 

What type of packaging are you using? A stand-up pouch or a lay flat pouch? 

Creating a “wow” experience is the basis for packaging when consumers either pull it off the shelf or your product comes to their homes.

As the demand for a fully branded experience becomes the norm, many companies are opting to use serialized QR codes as a way for their customers to enter a world that’s accessible. 

There’s nothing easier than scanning a code on packaging that can take customers to a world that offers anything the company wants to share, including product information, social media links, or special offers. 

Whatever the case, we’ve seen brands do some super cool things with serialized QR codes in the last few years (like our friends at Courage Worldwide who are using serialized QR codes to fight human trafficking). 

Letting customers into your world shows that you care about their experience but also builds trust.

Questions to Ask When Hiring a Flexible Packaging Company

When it comes to looking for a packaging provider, there are ten questions you should  ask yourself:

1. What are your product offerings and capabilities?

When you’re partnering with a packaging supplier, you want to ensure they can meet all of your needs — especially if you have a variety of products. 

Be sure to get a comprehensive list of the company’s capabilities, the benefits they offer, the physical products they can create, and the solutions they provide. This includes everything from the actual package shape, to the materials (films and structures) they use, to the maximum/minimum size of packaging they offer, to the variety of colors they use in their printing.

We’ll get into more specific questions below, but getting a big picture view of a packaging company’s capabilities is a good place to start the conversation.  

2. What is the typical turnaround time?

This may seem like an obvious one, but turnaround times can vary anywhere from 5 days to 6-12 weeks, depending on which company you hire. Knowing the typical turnaround time allows you to know how long it will take to receive new orders, as well as updated orders if you want to make any changes to your design.

One thing to keep in mind: unlike traditional printing, digital printing allows you to print to demand and make last-minute changes. 

Add a new ingredient to your recipe? Receive a new certification? Change logo design? 

By partnering with a company that uses digital printing methods, you can make these changes while avoiding the excess fees and unusable inventory. 

Digital printing also makes for a much quicker turnaround. Companies like ePac can ship client’s packaging within 5 business days for roll stock orders once artwork is approved.

3. What are your order minimums?

Ideally, a company will have a low minimum order, especially important for small to medium-sized companies who cannot afford to have a lot of money tied up in inventory. Gone are the days when your only option is to order large amounts of inventory. When you find the right partner, that is. Always ask what the minimum order requirements are, and see if that makes sense for you.  

Depending on the packaging company, minimum orders may be higher than what you need, especially if you’re running a small or medium-sized business. Knowing how much you’re required to order is a great deciding factor, especially if you’re seeking a company that offers low minimum orders.

Many of the small and medium-sized companies that we partner with cannot afford to have a ton of money tied up in inventory, making low minimum orders a must. Low minimum orders also allow for much quicker turnaround time.

A good supply partner will work with you on developing the shortest lead times with manageable order quantities.

4. What types of CPGs are you most experienced working with?

This goes without saying, but be sure that the company has ample experience in the market and industry you’re in. Ask for examples of other brands similar to yours to see and feel what the packaging company can do. Don’t be shy when asking for examples of past and current client work — a good packaging company will want to show off their great work.

It’s also helpful for the company to have experience in a variety of other markets. This gives the team more knowledge into package form and function for various segments, how these may perform well in your specific market, and gives you access to a larger knowledge base within the company, should you ever expand into other markets.

5. What are your customer service practices?

Great packaging is a given, but finding a company that offers stellar customer service is a MUST.

By asking this question, you can find a supplier that’s interested in offering you a partnership, not just viewing you as merely another job. Ideally, you find a company that will guide you through the ordering and purchasing process, while also working to create a sustainable and lasting relationship.  

6. What kind of film do you use?

Choosing a company that offers a film that is best for your product is a huge deciding factor. Be sure the company offers high-quality films that will uphold the integrity of the product inside. Ask if they offer food-grade films that block light, oxygen and other gases. Do they offer premium grade films like PET, Metallized PET, PE, and BOPP? Do they offer high barrier films, laminates, and recyclable films? Lastly, do they recommend a film structure based on the product being packaged? Finding a company that can offer you guidance, especially if you’re packaging a new product, is a huge advantage.  

7. Do you use digital printing or traditional printing methods?

Chances are, you’ll find this out in conversation, but it’s a good thing to keep in mind. In the fast-paced world we live in, digital printing has its benefits.

Digital printing eliminates many of the steps required in the conventional printing process, making it faster and more efficient. Not only that, but true high definition graphics quality exceeds that of conventional/traditional printing methods, and is capable of matching existing product lines. Variable data and graphics also provide the opportunity to customize packaging in a more creative way not possible with traditional printing methods.

While traditional printing has a place, fully understanding the benefits of digital printing will help to guide you in your search for a packaging partner.

8. What size businesses can you accommodate?

This is a biggie, especially if you’re looking for orders on either end of the spectrum: short run or long run (or, maybe both). Be sure the company is comfortable working with your size business and isn’t interested in only big brands. Ask for examples of their customers to see what other types of businesses the company is working with.  

9. Do you ship my finished packaging to co-packers or do I do that?

As a business owner/operator, saving time = saving money. Look for a partner that will deliver your packaging straight to the co-packer to save you time.

10. What packaging features do you offer?

If you want your package to stand out on the shelf, then be sure you ask about the different features offered. Here are some additional questions to guide the conversation around features:

  • Do you offer transparent packaging or the ability to add a window to the package?
  • What type of hang holes do you offer?
  • What type of pouches do you offer? Stand up pouches? Lay flat pouches?
  • How can I be sure the colors will match our brand colors?
  • Do you offer puncture-resistant plastic? What different levels of thickness do you offer?
  • What kind of touch and feel can you add to the packaging? Matte? Soft touch? Gloss? Metalized finishes?

Conclusion

Understanding the importance of packaging in your brand’s success is crucial. Packaging serves as a powerful marketing tool that conveys your brand’s vision and connects with your target market. 

By considering factors such as:

  • Functionality
  • Aesthetics
  • Consistency with brand identity
  • Practicality

…you can create packaging that leaves a lasting impression on consumers.

Flexible packaging options like stand-up pouches, lay flat pouches, and rollstock offer versatility in materials, structures, and finishes, catering to a wide range of product needs.

When selecting a flexible packaging company, ask relevant questions about their capabilities, turnaround time, order minimums, experience, customer service, film options, printing methods, and packaging features. 

By making informed decisions and partnering with the right packaging provider, you can create custom packaging that effectively communicates your brand’s message and enhances the overall customer experience.

Do you need help with your packaging?

ePac offers a great array of flexible packaging solutions for your pouches, bags, wrappers, and more.

Here’s why I like ePac:

  • Low Minimum Orders. They can produce any size order when you need it. By networking ePac’s 26 global locations and 60+ digital presses, ePac has the ability to provide beautifully designed flexible packaging delivered to you, no matter where you’re located. Best of all, they have low digital printing minimums.
  • Fast turn-around times. They ship in as little as 5-15 business days once artwork is approved.
  • Pushing packaging innovation forward. They’re developing tech-driven marketing and connected packaging solutions.

I believe ePac could be a game-changer for Foodbevy members by providing you with flexible packaging solutions that are both cost-effective and efficient. If you have any questions or would like to learn more about ePac, let me know and I’ll intro you to their team: jordan@foodbevy.com

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