Closure stability is tops on upside-down packages: engineering a closure for an inverted package also requires attention to proper sealing, functional dispensing and costs - Closure For Inverted Packages

Food & Drug Packaging, July, 2003 by Lisa McTigue Pierce

* Cut the number of stock-keeping units (SKUs). "We've seen our customers realign their package sizes. Before they move to a new closure and a new package, they may have five bottle sizes. After the redesign, they'll have just three bottle sizes," says Kane. "In effect, this is a cost savings to them for which they could afford the higher priced closure for the redesign."

Most marketers, however, are being somewhat cautious with the "inverted" trend. Rather than replacing a product's standard package with an inverted one, they're introducing an upside-down package as an additional SKU, usually as an line extension. This gives the consumer a price-point option.

What's up--or down--next?

If you've been surprised at the number of recent products in inverted packages, just wait. It's nothing compared to what's to come now that leading companies have proved that you can turn up sales by flipping packages upside down.

"Manufacturers who have started to do it--like Kraft and Heinz and Unilever--have been successful," says Seaquist's De Groot. "They're going full force and are even talking about adding more SKUs and line extensions. As they continue to do that, you'll see private-label or smaller companies copy them. Some of the other players in the market will catch on as well. The bottom line is, it just makes sense."

Minnette agrees. "Anything that is dispensable in a squeeze package has the potential and a benefit to go to upside down," he says. But the trip won't be without a few bumps.

Even though Americans have been turning their packages upside down for years to get the last bit of product out, they still need time to adapt to the concept.

But the learning curve may just be a New World phenomena since most Europeans have been buying ketchup in inverted bottles for decades. Kane explains, "The consumer here in the U.S. isn't educated toward [upside-down ketchup]. Heinz really took a big step in making an inverted package, in hopes that the consumer would go along with it. Because it's basically retraining the consumer to think in a different way."

The signs are that this retraining won't take too long, but it does pose a small risk. "It makes sense to have certain products in some sort of upside-down packaging ... but it all comes down to the market accepting it," Stull says. "You don't want to launch something prematurely and have it be a bust and you're on the hook for all that money you invested in your marketing, your manufacturing, your tooling. People have been patient and waited for the perfect opportunity. When Heinz and Hunt's did it, people said, 'This is the time.' Everybody is feeding off each other now."

Upside-down foods are getting much of the attention today, but personal care products are in the game, too. According to Corbett, "More than any other industry, personal care must change their look each year to catch people's eye. This is a relatively inexpensive way to do that." He continues, "If you've got an inverted package that causes people to grab it and look at it, nine times out of 10, they'll put it in their bag."