Consumer demand for "new and improved" in every product is causing many food and drink companies to offer more appealing product packages. Tapping into this trend, Ella's Kitchen is launching a new package design. While innovation and creativity are important purchase drivers, the emotional connection that consumers have with the original package of a product must not be underestimated.
Leading European beverage can maker Rexam is working with partners to improve the packaging of wine in cans. The company is hoping to see growth in the use of cans by younger consumers, especially at outdoor events, but faces competition from both glass and plastic.
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