Increasingly, it appears that products with a strong focus on simple packaging resonate best with consumers. However, the trick for packaging is to provide a relatively complicated solution in a very simple way. It’s even better when the solution is a bit playful.

That’s the case with My Dolmio Creamy Tomato Sauce from Masterfoods. Sold in the U.K. and Ireland, My Dolmio pasta sauces come in single-serve stand-up pouches. Of course, in the United States we would never have a product that also requires consumers to prepare pasta as a simple after-school snack, but that concept seems to work in the U.K. Kids cut open the pouch, pop it into the microwave, heat, remove, and pour. That’s where simplicity comes in.

Two features on this pouch help ensure success for kids and teens. First, the pouch’s curved “pitcher” shape helps ensure that when the container is opened, the heated contents will be less likely to “spurt out.” Second is the playful part. A thumbprint and the copy say “Hold me from here.” The pouch’s seal is wider in this area so that kids and teens can grab it there without burning their fingers—the sealed portion stays cool.

What a fun and easy-to-use package!

- By Lynn Dornblaser, Mintel International From Package Design magazine