Effective packaging can transform a product from a commodity to a status symbol, from a “me-too” offering to one that stands out on the shelf. Mintel, a market research and consumer data company, notes that over the past few months, it has seen an increasing number of packages that provide unique benefits to both the product and the consumer.

This development is particularly evident in beverages. For example, FreshBru has introduced extensions to its Seriously Twisted line of beverages. The bottles feature twist-off caps that contain a reservoir of flavor concentrate.

From a branding perspective, the product name signals the packaging/product benefit. The bottles contain water. Consumers twist open the cap to break the seal and release the concentrate into the water in order to create 12 fl oz of flavored beverage at the time when the beverage is to be consumed. The concentrate formulas can create the blue raspberry, grape, fruit punch, and cherry flavors.

Thus far, product is being distributed in foodservice channels.

Over the past few years, the flavor-infusion packaging concept has been seen in very limited distribution. This approach could work for a variety of beverage products, particularly in children’s beverages.