In my last post about how Beneful® Prepared Meals™ for your dog was actually created (through consumer focus group participation), I promised to tell you the inside story on how the packaging came about. (sorry it's taken longer than expected -- not Beneful's fault, mine - I've been a bit distracted around the office...we hosted NY State auditors recently! Yikes! I'm happy to report that all is well, however.)
Let’s get perfectly clear about packaging – the design and touch and feel and everything about packaging is vital to every product you see on your grocery store shelves. Food or non-food, all products sold everywhere, rely a good part on the design of the package to catch the consumer’s eye. I learned how important this was when I worked for a short time at a local design packaging company.
It was fascinating to watch the designers do their thing, and then to trot down the hall to production and watch the package come to life. I developed a great respect for package design in those days. Of course, I live in RIT country (Rochester Institute of Technology), where there is a very well-known and respected school for package design.
So, on to the design of Beneful Prepared Meals packaging.
Nina Leigh shared this story with me during our talk, back a few weeks ago, now. She told me that this product was launched in ’06 as a regional offering, then nationally in January of ’08. That’s a common thing – to do a smaller, regional launch, then go national after you see how well the product (any product) tests in the initial region.