Market-Driven Innovations

August 1, 2007
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Shaking Diets up
Scientific Response has introduced Drink & Shrink, the first dietary shake enhanced with hoodia, derived from cacti in the Kalahari Desert of South Africa that reportedly contain a molecule that suppresses appetite. In addition, the shake has only 80 calories and no added sugar, trans fat or lactose. New York-based Moxie (www.moxietm.com) developed packaging for the brand, selecting a simple typeface that transitions from a bold type weight to thin to communicate the shakes’ weight loss benefits; dark brown labels and photography of chocolate bars were used to reflect the shakes’ taste. Tetrapak cartons (www.tetrapak.com) were chosen for the aseptic process to create a shelf stable milk product that has up to one year of shelf life. Drink & Shrink shakes are available in two flavors, Deep Dark Dutch Chocolate and Creamy Chocolate Almond, and are sold nationally at GNC and, in the New York area, in Duane Reade stores.
Custom designs for Indiana winery
Oliver Winery called upon Flowdesign (www.flow-design.com) to create the look of its new brand Harvest Flavors, a line of naturally flavored wines made with light honey in three varieties: strawberry, mango and black cherry. Each proprietary shaped bottle features a custom-printed cork, die-cut neck wrap and custom botanical illustration of its respective fruit variety on a die-cut pressure sensitive label. Although the brand has been in the market for a short period of time, the Indiana winery is reporting early sales success from new and existing customers. Each 750-mL bottle retails for $7.55.
Environmentally responsible men
Aveda introduced its first complete hair care line for men, Aveda Men Pure-Formance, in packaging that outclasses the competition in its use of post-recycled materials. The brand’s shampoo, conditioner and liquid pomade are packaged in industry-leading 95 percent post-consumer recycled HDPE; the essential oil, grooming clay and pomade are in cartons made from 55 percent post-consumer recycled paper, printed with soy ink; and the line’s grooming cream is made with 35 percent post-consumer recycled HDPE. Aveda Men is manufactured in the brand’s primary facility in Blaine, Minn., which now offsets 100 percent of its electrical usage with certified wind energy—making Aveda the largest corporate purchaser of wind energy in Minnesota.
Bottled water lightens up
Ozarka half-liter bottles have a new shape, and it’s about more than ergonomics. The brand’s new “Eco-shape” bottles contain about 30 percent less plastic than the competition, weighing, on average, 12.5 grams. “Ozarka is committed to conserving the environment in which we operate through our manufacturing practices such as efficient water and energy use and reducing the amount of plastic in our bottles,” says Ty Brannen, regional supply chain director for Ozarka Brand Natural Spring Water. The bottle is currently available in the Ozarka and Arrowhead brand regions of Nestle Waters North America, and is expected to roll out to the rest of the manufacturer’s regional spring water brands soon. The introduction comes as rumblings of a backlash against bottled water are beginning to surface, as consumers and civic officials consider the ecological toll of bottled water.
Pepsi: Forever young
Pepsi has partnered with NYC-based 4sight Inc. (www.4sightinc.com) to make over its 20-ounce bottles. With label designs that echo a recently launched branding program, “Choreography,” the new bottles feature a more dynamic, distinct structure in an attempt to stay relevant to teens and young adults. Until now the brand’s identity was only displayed on the labels, but the new design integrates the Pepsi globe and name directly onto the bottle. “No matter which way the bottle faces, consumers will see two Pepsi globes embossed on top and the Pepsi name prominently displayed in two areas at the bottom,” explains Stuart Leslie, president of 4sight. The branding is further reinforced by design details such as the lines of the globe logo, which extend as horizontal waves and are sculpted into the plastic bottle. These more contemporary bottles adhere to Pepsi’s existing manufacturing standards, allowing for a smooth transition into the company’s plants across the country.
A spicy sensation
Tsp Spices (www.tsp.com) is adding zing to the kitchen one teaspoon at a time. The company offers organic spices and herbs sealed in pre-measured, one teaspoon pouches (hence the “tsp” brand name) with a foil lining that protects spices from light and air. The single-use pouches are said to ensure freshness and make the product easy to transport and use. Twelve spice packets are housed in a silver tin that nicely communicates the premium quality of the product and, as a secondary benefit, is easy to store, display and even reuse. Shoppers choose from single-variety tins ($10), or combo sets, including Green Basics ($45), which includes six individual tins of basil, dill, oregano, rosemary, tarragon and thyme.

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