Laminate bags intensify the visual appeal, aiming to stimulate category growth

Wagner’s LLC, Purchase, NY, has generated sales increases as high as 30% on some items in its line of bird food products by migrating from bags made of monolayer polyethylene to multilayer bags for its expansive array of wild bird food. The graphics have been updated and consumer functionality improved.

“The redesign goal was to offer a better solution and promote category growth,” says Jeffrey Stolper, Brand Associate. “We looked to overhaul our packaging through improvements to reposition Wagner’s as a brand and to create more of a family look.”

Three distinct product lines, comprising 50 SKUs, were involved. Bag sizes range from 2-lb bags of sunflower seeds to 20-lb bags.

The new preformed PET and polyethylene lamination bags, from Curwood, include Wagner’s stand-up pouches for premium and deluxe items and laydown pillow bags for the classic and deluxe product lines. The bags are printed in up to eight colors flexo, up from the previous maximum of six.

Stolper says the move to lamination provides graphics with greater impact because a clear polyethylene coating protects the printed surface. The bags also give the standup pouches improved rigidity and better shelf presence, he adds.

From a retailer perspective, the barrier packages reduce shrink in stores.

Another key improvement on the new bags is a slider reclosure for the premium line to replace a zippered reseal used previously. Most larger-size bags contain die-cut handles along the top flap for ease of carrying.

Wagner’s has consolidated its lines from 70 products to about 50. “We looked at our product assortment and made sure every item had a purpose and a role within the category,” Stolper notes.

Wagner’s has a good, better, and best strategy. “We wanted to simplify the purchase decision for consumers,” Stolper says. “The category is confusing to consumers. We want to make it easier for them to shop and purchase food for wild birds. We wanted the bags to be differentiated on the shelf, but we also want consumers to see that the products are from the same family with different border colors and different product names.”

The Wagner’s name is prominent in the packaging’s visual hierarchy. Elsewhere on the bags, the clear, window has been moved from the side to the center stage on the front panel to give consumers a better view of the product. Each bag includes an illustration of a bird and large-type letters identifying the food variety inside the package.

A feeding preference chart has been added to the back panel. “One of the goals was to simplify and make the graphics neat, informative, and easy to read,” Stolper says.

Beacon Branding provided assistance on the graphics.