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Following the ‘four Ps’ could help snack launches succeed
Innovation experts from American Packaging Corp. offer strategic advice for producers.
By Jeff Travis, Bill Moses
Imagine you’re at the starting gate, looking to bring an entirely new snack product to the
marketplace. While this can be an exciting time, it can also raise an entire host of questions and
additional considerations beyond nailing the recipe and flavoring of your snack good.
Considering consumers are confronted with myriad choices as they peruse the aisles of their local
grocery or convenience store day in and day out, there’s a key element to the process that can’t be
overlooked—how your product is packaged—and there is valuable information you may want to
consider as you pursue product launch.
Everything from functionality and appearance to shape and more is closely connected to how your
product will inevitably display and, in turn, stand out on the shelf. So whether you’re a nimble
snack startup company or a seasoned brand planning to venture into new territory, be sure you can
answer the “four Ps” essential to prepare for a successful launch—promote, protect, preserve and
price—to ensure your new product stands out.
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