Designing the Perfect Pet Food Bag

A STEP-BY-STEP GUIDE

DESIGNING THE PERFECT PET FOOD BAG 32 P.O. Box 1405, Ogden, UT 84402 | (801) 625-6221 | animanufacturing.com

INTRODUCTION

In today’s pet food aisle, pet parents expect to find a diverse menu of products that meet not only their pets’ nutritional needs but also their own values. These values used to be relatively basic – maybe something affordable with a familiar brand name or the word

“healthy” on the front of the bag.

Nowadays, many consumers’ tastes have become more refined, as they scan crowded rows of premium and

super-premium products for wholesome, organic options or grain-free, meat-centered formulations. For these

customers, the product’s nutritional makeup and ingredient list may be a conscious factor in every purchase.

However, once they settle on a reliable, high-quality food, brand loyalty grows out of habit. It’s knowing they

can’t leave the store without Fido’s favorite: “the big red bag on the bottom shelf with the Jack Russell on it.”

It’s clear that packaging is a big part of how your brand connects with customers. But how can you ensure

that today’s pet parent picks up your product rather than the one sitting next to it? In this e-book, we’ll walk

you through the pet food packaging process and the decisions you’ll need to make along the way. From zip

closures to matte finishes, you’ll come away with a vision to make your product stand out from the pack.

STEP ONE

CHOOSE YOUR BAG STYLEIf we could turn the clock back half a century, we’d see stores chock-full of paper bags. Since that time, design options have expanded significantly, offering pet food brands new ways to help their bag catch the eye of the consumer.

Below is a pick list of today’s most popular bag styles, according to one of our package partners,

Glenn Treliving, Director, Product and Business Development at Layfield Group Limited.

Stand Up Pouches (SUP) For package weights 1 to 8 lbs., stand-up pouches are the most economical

option on the packaging menu. However, given the amount of mandatory regulatory and government

information now required and the market trend toward higher-end products, two-panel SUPs have largely

lost their popularity in the pet food aisle with the exception of treats.

Quad Seal Bags If you’re looking for options for economical larger-volume bags, the quad seal bag is a

good starting point. This can be an advantageous choice for brands looking to increase their canvas to 4

panels while remaining cost-effective. If you are looking for a resealable closure, the option is available, but

not really adding value in this style. The quad seal bag merchandises well, typically found lying down on the

lower shelves.

Flat-Bottom Bags Flat-bottom bags are relatively new to the market, and despite their slightly higher

price tag, have taken off in popularity in recent years. This style suits products from 2 lbs. up to 25 lbs. For

smaller volumes, the package stands well with excellent shelf utilization. Lying down with its flat bottom

facing out for 10- to 18-lb. bags, it provides the perfect face to market your brand, with plenty of panels

leftover for feeding and nutritional information.

Pinch-Bottom Bags Pinch-bottom bags, with or without fold-over bottoms, are ideal for larger-volume

packages. Because large bags are often housed on the bottom shelf, be sure to optimize the bottom 3 to 4

inches of the face, which is a focus for consumers from this vantage point.

packaging matters

How can you ensure that today’s pet parent picks up your product rather than the one sitting next to it?

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stand up pouches

QUAD SEAL BAGS

FLAT-BOTTOM BAGS

PINCH-BOTTOM BAGS

DESIGNING THE PERFECT PET FOOD BAG 54 P.O. Box 1405, Ogden, UT 84402 | (801) 625-6221 | animanufacturing.com

STEP TWO

SELECT YOUR BAG MATERIALSIn addition to determining the style of bag that best suits your product, you’ll need to select material that is both practical and appealing to your customers.

While paper used to be the go-to choice for pet food packaging, more pet food brands have opted for plastic

in recent years. For some, it is the desire for a more contemporary and functional product; for others, it is

due partly to what Dallas Tuttle, Purchasing Manager of Packaging at American Nutrition, describes as “the

Amazon effect.” The demand for paper outstripped supply in the United States in 2017 and 2018, largely as a

result of the corrugated supply needs of the e-commerce industry. As a result, the classic biscuit box is being

replaced with small, plastic bags that pet parents are able to reseal for freshness. The use of plastic in pet food

packaging rose in popularity last year, and its climb is expected to continue over the next five years as paper

loses its longtime grasp on the pet food packaging market.

Many of today’s pet food bags are multi-layered, with polyester (PET)/polyethylene (PE) or polyester (PET)/

metalized-polyester (MET PET)/polyethylene (PE) being the most common. These plastic-based options offer

a level of freshness that can be challenging to emulate with other materials. Another way to bolster freshness

– and provide peace of mind to pet owners – is through closures. Common options include easy-to-use sliders,

Velcro® closures (or other hook-to-hook closures) that have an audible and tactile feel, and simple press-to-

close (PTC) zippers that are a familiar feature in human food products.

The classic biscuit box is being replaced with small, plastic bags that pet parents are able to reseal for freshness.

Focus on creating reliable, attractive packaging for a product that stays within YOUR price range and comfort zone.

A Word on Sustainable AlternativesEco-friendly pet food packaging is an emerging trend among environmentally

focused pet food brands. Most packaging, including paper-based bags, is not

recyclable due to the non-paper layers in the interior, which contain and preserve

the product. However, innovative options such as degradable bioplastics have

widened the sustainability spectrum. Glenn Treliving, Director, Product and Business

Development at Layfield Group Limited, says sustainability is coming up more in

conversations with pet food brands, especially those with a millennial consumer base, but a be-all

and end-all solution has yet to be identified. Striking the balance needed to reduce the carbon

footprint, achieve durability throughout the supply chain and live up to consumer experience

standards can be a tall order. “There are good and bad in all solutions,” Treliving said. “Even with

our most popular options, each has a positive and a negative impact, and both the brand owner

and the consumer need to look at all sides to make a decision they can stand behind.”

P A C K A G

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STEP three

Create a budget-friendly designThe design of your bag is essential to the bond customers make with your product and, as such, is worthy of your attention and investment. Here are three secrets to creating memorable packaging without busting your budget.

CHOOSE A DESIGN AND STICK TO IT.

Similar to the formulation itself, you should think of your bag design as an integral component of your

complete pet food package. It is not something to test in the marketplace and tweak later. The lag time

between designing your packaging, producing the bag, filling it with product and finally seeing it hit

shelves can be six months or more. It can take up to a year before you get feedback on how well your

product is moving. Treliving says most pet foods brands approach their packaging design like car styles,

wanting to maintain the same look for three to five years as there is a lot of time and investment each

time you change it. That being said, it’s important to work with an experienced manufacturer who has the

knowledge and expertise to help you design successful packaging that can stand the test of time.

CONSIDER THE DESIGN SPECS.

Each time you create a new packaging design, new plates must be created for the printing process.

Although these plates will be used over and over again, initial plate costs can range from $2,000 to

$10,000 per SKU, and additional colors can lead to additional cost. More is not always better, and some of

the most attractive designs on the market utilize limited colors. Especially for smaller companies trying to

enter the market, a resourceful design can save a significant amount in pre-press costs.

DON’T FORFEIT VALUE FOR FADS.

One of the biggest mistakes a brand can make is to adopt an expensive new packaging fad and plan to

recoup the cost with a heftier price tag. Treliving warns that jumping on the latest packaging bandwagon

can be risky if it moves you out of your typical price point. It may be tempting to take on the expense

of adding a nifty pour spout or swapping your bag for an unexpected box. His advice: do your research.

Consider the entire life cycle of the package, from filling and transportation, to merchandising and, finally,

the consumer experience. What may seem like a benefit to you may come off as overpackaging to your

customers. Focus on creating reliable, attractive packaging for a product that stays within your price range

and comfort zone.

DESIGNING THE PERFECT PET FOOD BAG 76 P.O. Box 1405, Ogden, UT 84402 | (801) 625-6221 | animanufacturing.com

STEP FOUR

FINISH WITH FLAIRAs the pet food market has become more saturated with specialty offerings, brands are looking to exude something special with their packaging as well.

In recent years, high-gloss was in vogue for plastic pet food bags, but progressive brands began to break

away from the pack, opting for a soft-touch matte varnish. This luxurious finish, which gained traction with

Apple’s trend-setting white matte iPhone box, is distinct to both the eye and the hand as pet parents peruse

an increasingly crowded pet food aisle. What’s the next big thing for packaging finishes? According to Tuttle,

it’s spot matte or gloss, a hybrid model in which areas of matte finish are added to a glossy bag or vice versa.

“Spot matte is unexpected and really grabs the attention of the buyer,” Tuttle said. “And if the package looks

high-quality, then they believe the same of the product inside as well.”

CREATE A MEMORABLE CONSUMER EXPERIENCE

This package was printed with an all-over

soft-touch varnish and a spot gloss varnish

in selected areas, including the circle

containing the dog graphic. This contrast

in both appearance and feel creates a

memorable experience for the consumer

and conveys a high-quality product.

CONCLUSIONSo, what do all of these packaging decisions amount to in the success of your product?

A lot. Unlike your ultimate customer – a hungry dog or cat – pet owners do not build a firsthand experience

with the product inside. They can’t taste the lamb you imported from Australia and that perfect blend of

crunch and chew in each piece of kibble. Therefore, you must create packaging with value: packaging that says,

“You don’t need to pour my contents into an empty bin for storage.” You want a bag that screams function and

promises freshness, so pet owners are reminded of your brand and its value at each and every meal.

MEET AMERICAN NUTRITIONAmerican Nutrition is a family-owned pet food and treat manufacturing company headquartered in the scenic

mountain town of Ogden, Utah. Since 1972, we have made it our mission to make high-quality, healthy and

nutritious products that unfailingly exceed our customers’ expectations.

Our passion for pets and dogged determination to be the pet food provider of choice to our loyal customers

has earned us a sterling reputation for superior products – and service – with a continued focus on innovative,

nutritious and delicious pet foods and treats that surpass even the strictest AAFCO and FDA requirements.

With over four decades in the pet food business, American Nutrition offers its formulation expertise,

marketplace intelligence and turnkey production capabilities as a service to many leading retailers, and pet

food and treat brand owners looking for best-in-class products, facilities and services. With three world-class,

SQF level 3 production facilities strategically located across the USA to service our domestic and international

customer base, American Nutrition is the premier choice for your pet food and treat manufacturing needs.

To learn more, visit animanufacturing.com, or follow @aniincorporated on social media.

ANIMANUFACTURING.COM // (801)625-6221