By: Berlin Packaging Specialist
Date: October 28, 2019
Often when designing packaging, looking across categories for inspiration and solutions can result in game-changing innovations. In particular, pulling closures or dispensing solutions from outside the usual suspects has the potential to yield products that enhance the user experience and bring new dimensions to the category.
An example is the recently released Truvia Spoonable. To the consumer, sugar substitute in the form of packets to be torn open, poured out, and thrown away has always been the unquestioned norm, but Truvia wants their product to take a different life. By utilizing an existing closure from a different category, a solution was created that brings sugar substitute out of the restaurant table fake sugar holder (pink packet.. blue packet.. yellow packet.. white packet..) and makes it more at home on the kitchen table or next to the stand mixer. Truvia Spoonable puts the sugar substitute into a tub much like a sugar bowl and utilizes a commonly personal care flip-top jar lid as a closure, making it shelf friendly, consumer friendly, and available in the kitchen in ways packets or bulk boxes never were. By taking cues from current user habits and looking outside the box a bit, Truvia has been able to create a niche in the sugar substitute market that they completely own.
Additionally, utilizing an existing closure from a different category allows this product to be unique in its own category, while not requiring the investment or timeline for full custom closure tooling. In the same way, looking across categories for inspiration and solutions can set other products apart in their categories.