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Packaging innovation: Driving category growth and
profitability with a new packaging format
DOWNLOAD VERSION, w/o confidential content
Hero AG
Julia Straschil
Berlin, 01.03. 2016
INTRODUCTION
REJUVENATING A CATEGORY WITH A MODERN PACKAGING FORMAT
OPENING UP NEW TARGET GROUPS AND OPPORTUNITIES
BREAKING UP GIVEN PRICE BARRIERS AND PREMIUMIZE
ANSWERING CONSUMERS’ NEEDS IN A CHALLENGING ENVIRONMENT
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Established 1886 in Switzerland
Mainly present in EMEA and US
Owned by Dr. Oetker/Berlin
> 4000 employees; Sales 1.5 billion CHF
“delight consumers by conserving the goodness of
nature
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Jams
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Healthy
snacks
Baby &
toddler
food
Baby &
toddler milks Gluten free Decoration
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A depressive, uncertain macro environment.
Changing consumers life styles and interests.
Commoditized BTF market
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A convenient, on the go solution for liquid food and
drinks
Flexible
packaging
Convenient: perfect on the go solution
Made from multiple layers of flexible
laminate, allows sterile packaging
Suitable for a wide variety of liquid food and drinks that can be consumed cold or heated
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• Small start up, founded by a dedicated
father
• Launching his ”ideal” baby food:
• 100% Organic
• Simple recipes
• Convenient packaging in bold
colours
• Fun for moms and babies/toddlers
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