Dive Brief:
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Kroger's Westover Dairy in Lynchburg, VA has manufactured 6.2 million gallon jugs for milk, water, juice and tea products with 10% less plastic than traditional jugs, which are 100% recyclable, according to the Augusta Free Press. These new jugs, which have been distributed in 92 Kroger stores in Virginia, West Virginia, Tennessee, North and South Carolina, will save more than 5 million pounds of plastic annually when in use nationwide.
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The new jugs have already saved 81,500 pounds of plastic from the waste stream since September 2016, when manufacturing began. The jugs are part of the retailer's 2020 sustainability goals to reduce corporate waste.
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Kroger has also added enhancements to the same-shape jugs, including fill level marks and a thumb pad for easier handling.
Dive Insight:
It shouldn't take long for Kroger to recover its investment in new equipment for its Lynchburg milk bottling plant. A 10% reduction in plastic packaging means a significant decrease in landfill costs for production waste. It also provides the chance to leverage the brand's sustainability efforts and lure environmentally conscious shoppers who might take their dollars elsewhere.
Two of Kroger's objectives when specifying the design of its new jug were the fluid amount had to remain constant and waste going into landfills had to be reduced. Both of these goals were achieved with relative ease, and the integration of the new jugs into stores has been a smooth transition for consumers. The weight of the jug itself is slightly reduced — 56 grams rather than 62 grams — but the retailer claims that shoppers have been "virtually unanimous" in their approval of the new packaging.
This is a great model for manufacturers that are looking to make their packaging more sustainable without compromising on quality. By studying consumer behavior, food companies can identify unique and desirable updates that will enhance packaging for consumers. Redesigns can be implemented at the same time as structural redesigns. to help distract consumers from any reductions in packaging heft and instead position the packaged product as something of premium quality — a product type today's shopper is willing to pay more for.
Manufacturers can also use their packaging as a way to advertise environmental innovation that is shaping the product inside. Dieffenbach Potato Chips used this strategy with its "Uglies" brand, which are made from potatoes that would normally be rejected and wasted along the food supply chain. The company wanted to stand out on a crowded chips shelf, so they included the story behind the product on the bag, explaining how the chips are created and how the environment is benefiting.
Product storytelling and eye-catching packaging are a great way to differentiate a product — and a brand mission statement — from the competition.