Vitamin/supplement packs deliver information, ease of use: label evolution continues to be the front running packaging issue, with creativity in cartons not far behind

Food & Drug Packaging, Sept, 2004 by Joanna Cosgrove

Pharmavite is also using packaging with consumer convenience in mind, such as travel packs or individual packets. "We want to make it easy for consumers to carry our products," says Robert Nielsen, senior packaging engineer. "Further, we use an easy-opening flip cap which is easier to open than screw caps. This is especially important as many supplement users are baby boomers." As baby boomers age, their dexterity may begin to deteriorate.

Pharmavite also uses packages that contain a daily dose of multiple supplements in a single packet to eliminate the need for consumers to carry a variety of bulky supplement bottles. This approach is best illustrated with its Olay Vitamins Total Effects Beautiful Skin and Wellness packs, introduced in July 2003 in cooperation with Procter & Gamble. The package contains a 30 day supply of a special combination of vitamins and minerals all in one daily pack. There are 30 daily packs in the box and the packs are accessed via a front panel dispensing feature.

The Olay Vitamins also feature exceptionally upscale packaging that's atypical of traditional supplement packaging because the line is designed to mirror P&G's Olay skin care product family.

Multi-function cartons

Cartons do more than just help accommodate consumers' active lifestyles by containing single-serve, portable packs. Natrol, for example, has been moving toward merchandising its items in single-unit boxes. "This serves both as a better billboard on the shelf, but additionally allows us to include valued added inserts, samples and educational pieces on our line of products," says Bob Mauser, Natrol's director of communications. "For samples, we started packaging our Biobeads product in a blister pack card so consumers can see how truly small it is. [It's] too expensive for a full size pack, but it helps get consumers started.

"For our Complete Balance for Menopause AM/PM formula, we packaged two bottles as a set in one box: an AM formula for relief of hot flashes and a separate PM formula to promote a good night's rest," Mauser adds.

To package its TripleLean[TM] 3 Way Fat Fighter, Natrol opted for a carton, but not the standard rectangular variety. The carton is hourglass shaped. "We went with this carton shape to mimic the shape of the model on the front of the package, communicating the product benefit on yet another level--as well as standing out on the shelf," comments Mauser.

One of the most inventive and original supplement packages was developed a few years ago by NBTY for its Flex-a-min brand joint product, which incorporates a red blinking LED light into its outer carton. A tiny battery in the package allows the light to blink for up to a year.

"It has effectively brought attention to our product on the shelf and has helped us stand out in the crowded joint care product category," says NBTY's Flaherty. "It's been very successful for us. The money that we would've normally spent in advertising support to drive sales we put into the packaging and we've actually had better results."