BRAND EXTENSION
SNACK PACK
Brand Persona
Snack Pack is a common product in our household. However, I’ve noticed that it appears to be a stand alone product. Started in 1968, Hunt’s produced a pudding packaged in a tin can. The metal ring-topped container was standard until 1984 when they moved into plastic conainers. Now, Snack Pack is marketed as a healthy treat for children, boasting their Real Milk, no preservatives, and no high fructose corn syrup. Although it is a relatively small brand with limited products, they sponsor recipes and activities for parents to do to enhance their brand. Once owned by Hunt’s, they are now a part of a larger food brand known as Conagra Brands. Snack Pack has little competition on the shelves, and this seems to have kept the brand stagnant with design and products.
Known as a food placed in lunch boxes, Snack Pack pushes the surprise and fun element of lunch with activities like Print-a-Pals. Snack Pack also supports parents with articles about recipes and snack ideas. When you look at the package of a Snack Pack, the design first tells you about the flavor by illustrating a smooth and creamy splash from an ingredient. For instance, the lemon pudding shows a lemon slice plopping into a thick yellow puddle. The next piece of the package story is seeing the color of the pudding showing through the plastic cups. Finally, the package design wants you to know how simple it is to open by an illustration of lid being pulled up. Simplicity and convenience is the story of Snack Pack.
Bubble Maps
From the bubble maps I drew up, I noticed a common trend in that Snack Pack wants the consumer to know that they are a healthy treat because of their Real Milk. However, this leads to the question of how healthy. Does the fact that it is a sweet treat contradict it’s healthy claims? Also, from brainstorming in this fashion, I couldn’t help but notice that the brand packaging is stale. With hardly any competition, there is no need to gain shelf space. They have stayed with their design style and products with little to no change. Their design wisely attracts both adult and children consumers. What if they created a more elegant look? Would it pull in more consumers who do not have children?
Brand Needs
Brand Features
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new look more products attached spoons moving out of pudding cup appeal to adults with no children continue push for real milk frozen options add-on ingredients punch out crafts
Determining what the needs of Snack Pack is can be tricky. Since they have little competition in the pudding cup area, they could begin to feature other snacks or snack accessories. It is possible to extend their brand into some of their recipe combinations. For instance, this could be a “MORE” version of their original Snack Pack. Another need Snack Pack may use is a fresh packaging look. When they moved from a tin up to a plastic cup, it is one of their historic moments featured on their website. A new package may refresh the brand and propel them to a new era. Aditionally, adding another dairy product will be new for them like an ice cream or cheese product.
real milk healthy snack clear plastic cups enjoyed by kids and adults proud of movie/tv cameos household name limited product means focus more than 15 flavors simple opening
Thumbnail Sketches
With these needs in consideration, I took to sketching some various ideas that may help in extending their brand past pudding cups. Some of these ideas look at how their recipes on-line extend the Snack Pack line without a consumer purchasing more from their brand. However, by marketing extras or add-on treat ingredients, this could extend their brand. Another way to add more to Snack Pack is through a different package that can hang in other refridgerator parts of a store, like in a plastic pouch. Frozen Pudding Pops where a popsicle stick is coming out of the pudding cup is another brand extension. The final idea is package string cheese sticks in the same manner as their current pudding.
Rough Concepts
SNACK PACK
RECIPES
The Snack Pack Recipes concept focuses on a package that can be purchased along with the original Snack Pack. In the package, there are ingredients to supplement the pudding such as marshmallows and graham crackers to create a S’Mores recipe. The packaging has four packets of the items in it just like the Snack Pack has four puddings at the time of purchase. I wanted to mimic as much of the original packaging as I can, so there is a sleeve that wraps around the four packets. That way, one packet can be taken just like one pudding can be taken. I also wanted the Recipes package to be as wide and as deep as the Snack Pack packaging
SNACK PACK
POUCHES Snack Pack Pouches is also packaged with four to each package. These are bags or pouches that are connected together and torn away for snack time. Then, they also tear open and the consumer can squeeze the pudding out to eat it. Or, the opening can be made larger and the pudding scooped out with a spoon. Included in the packaging is a tab that allows for the pouches to be hung in the store, or they may also be stacked as the bottom of the pouches are flat. The individual pouches also have the nutrition facts on each one, which is unique to the Snack Pack brand.
SNACK PACK
PUDDING POPS The final rough concept developed more is a frozen pudding treat known as Pops. I had fun conceiving the packaging idea on this. Again, I wanted to mimic original Snack Pack packaging by having a open-ended box. This time, however, I took the open parts of the Snack Pack box and turned it upside down. This way, the popsicle sticks can stick up. The container for the frozen pudding is different than the nonfrozen counterpart by being shorter and more square. I looked at an oblique font style for the typography also to add a cooler and chillier feel to the branding.
Prototype
My prototype of the frozen pudding pops using the same packaging concepts as the other Snack Pack products. For instance, the ends are open and the top features rounded square cut-outs. The challenge with this design, though, is to make the plastic cups fit the package. I want to make the cups more square, shorter, and wider. This caused the package to fit for 3 inch cups instead of 2.2.5 inches.
chocolate caramel tapioca banana cream vanilla lemon chocolate vanilla
WWW.SNACKPACK.COM
CALORIES PER PUDDING CUP
Be sure to look at our other products: Snack Pack Pudding Snack Pack Naturals
100 4 3.75 OZ CUPS NET WT 13 OZ (368g)
The final design is a flip of the current Snack Pack packaging in that the cutouts for the cups are on top of the carton sleeve. I wanted to keep to the similar branding style as Snack Pack, so some painting techniques were used for the front graphics. Other graphics included the lid and a design for the popsicle sticks. A cooler background was used to express this frozen product.
butterscotch
chocolate
Keep Frozen
Available in these other flavors:
POPS
POPS
made with
Final Design
POPS
Questions or comments, visit us at www.snackpack.com or call Mon.-Fri., 9:00 AM-7:00 PM (CST), 1-800-457-4187 (except national holidays). Please have entire package available when you call so we may gather information off the label.
butterscotch
Butterscotch in a frozen pudding dessert. Truly where sweet and creamy meet delicious in our Butterscotch POPS.
Our Butterscotch Snack Pack frozen pudding is an excellent source of calcium, gluten-free and Kosher, and made with:
Real milk No preservatives 0 grams trans fat No high-fructose corn syrup
POPS POPS POPS POPS POPS POPS
Final Product