Parents long have expressed frustration with the inconvenience of baby-formula packaging. Abbott Nutrition, Columbus, OH, believes it has addressed those challenges with high-density polyethylene containers for its Similac SimplePac™ formula. The containers include multiple features designed for convenience.

The custom, asymmetric package results from research with more than 1,600 moms to understand how to make formula preparation easier, says Carolyn Valek, Abbott Nutrition spokesperson.

The containers come in 23.2-oz and 34-oz sizes. The bottom of each container has rounded corners to match the shape of the complementary plastic formula scoop inside the package. The complementary shapes “help moms and dads get every last bit of formula” out of the package, Valek adds.

A wide, rectangular opening at the top of the container makes product-scooping easier, and a deep, concave area with a thumb hold on the front and back of the package allows for one-handed gripping.

In addition, the lid attaches to the container with a hinge, making flip-opening easy. The lid latches securely closed, enhancing the package’s portability in a diaper bag, and tabs on the inside of the lid hold the formula scoop in place.

“Consumer response to the product has been overwhelmingly positive,” Valek says.