Tom Collins, Insight & Innovation Analyst, Bord Bia – Irish Food Board

This is our first update on the latest packaging innovations for 2013. Our predominant theme for 2012 was sustainability and we are taking a slight change in direction with this update which looks at the latest branding initiatives, pack formats and designs within the Food and Drink industry.

Heinz launches five Beanz in a microwaveable Snap Pot format
The new individual portion size offers shoppers more convenience for an easy-to-prepare meal accompaniment when making meals at home. The five Beanz pack, which comes in four 200g pots, can be cooked in the microwave in one minute. Positioned as “Beanz for Grown Upz,” each pot contains a blend of five different beans – haricot, kidney, pinto, cannellini and borlotti – in the classic Heinz Beanz tomato sauce. Available in-stores from the end of January, the packaging deviates from the turquoise coloured label synonymous with Heinz Beanz, with black branding to create stand out on the shelf.

McDonald's launches new global packaging designs
McDonald's is unveiling new packaging designs on all carry-out bags and fountain beverage cups with QR codes. The bags and cups feature QR Codes providing access to nutritional information. This initiative is the latest step in the company's ongoing commitment to provide consumers with information to help them make informed choices. The launch begins in the US and will continue rolling out worldwide through 2013, with the text being translated into 18 different languages. A blend of text, illustrations and a QR code will deliver interesting facts about the brand and make nutrition information easily accessible from mobile devices.

New JuiceBurst packs go interactive with Blippar technology
Soft drinks brand JuiceBurst have revamped its packaging to incorporate the latest augmented reality technology, allowing consumers to use their smart phones to interact with product. The Blippar-based technology is said to be a first in the category. Consumers can use their smartphone to take a picture of an image on a JuiceBurst label which then leads them to a video of the fruit exploding. It will also reveal links to JuiceBurst social media channels inviting further consumer engagement including competitions.

Heinz unveils de-branded products
As part of Selfridges’ “No Noise” campaign, Heinz is making history by de-branding some of its products for the first time. To mark the launch, it is offering Facebook fans the chance to be the first to get their hands on the limited edition items. The branding on the Heinz Tomato Ketchup and Heinz Beanz products have been removed as part of the Selfridges’ in-store promotion, which aims to focus on a product’s quality and function rather than its packaging or advertising image.

Beck’s launches smooth and distinctive golden pilsner
Beck’s, the number one German beer brand in the world, introduced Beck’s Sapphire, a remarkably smooth and distinctive golden pilsner brewed with German Saphir hops. Inspired by the rarest sapphire gemstones, brewed to 6 percent ABV and served in an exclusive sleek black glass bottle, Beck’s Sapphire represents a new standard for premium beer in high-end occasions, and for the ambitious, confident consumers who experience them. It will be available at high-end clubs, bars and restaurants. It will also be available in glass bottles in six- and 12-packs. Beck’s spent over two years developing a truly unique black glass bottle for Beck’s Sapphire.

Wrigley is launching its first ever small bottle format for gum range
Forming a part of Wrigley’s 2013 £20m total gum marketing spend, the launch of the new 46 pellet bottle is one of the biggest investments the gum category will see this year. Sized for the desk or the car, the 46 pellet bottle format will be launched across all channels in three top-selling variants – Airwaves Menthol & Eucalyptus, Extra Ice Peppermint and new Extra White, formally Extra Ice White.

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