Packaging Digest

Food Packaging: Polaner uses packaging to boost premium appeal in "jam-packed" category

B&G Foods Inc. uses glass packaging with striking black twist closures to attract health-conscious consumers to its new line of Polaner Fancy Fruit with Fiber All Natural Fruit Spreads.

The closures, which are supplied by CROWN Closures Americas, a business unit of Crown Holdings Inc., play an integral role in creating a premium identity for the brand and conveying its nutritional benefits.

The closures are printed with gold and white text that works with high-quality images of flowers and leaves to frame the product name. To maximize real estate for branding, Crown also has printed product information around the skirt of the closure, alerting consumers that the fruit spreads are a good source of fiber and contain no high fructose corn syrup. This text is printed in the same shade of gold to consistently relay the premium quality of the product from every angle.

"The closure is often the first thing a consumer sees when looking down at a product on the shelf, giving us a strategic opportunity to deliver brand messaging and distinguish ourselves in a very crowded category," explains Marvin Schwinder, marketing director for B&G Foods Inc. "That premium identity is carried through when the consumer takes the product home and hears the reassuring ‘pop' that guarantees safety and freshness."

Polaner Fancy Fruit with Fiber All Natural Fruit Spreads are available in four flavors: strawberry, raspberry, blackberry and apricot. The spreads offer three grams of fiber in every spoonful, amounting to 12 percent of the daily fiber requirement for adults. Found in many US supermarket chains, the products are sold in 12-oz glass jars, which are supplied by Anchor Glass.