Creative Packaging Attracts More Shoppers

Interpack, the leading processes and packaging triennial fair in Düsseldorf, Germany, prompted Barbara Zec to revisit some of the Europe’s biggest biscuit brands and manufacturers and take a look at the packaging trends.

Following Euromonitor’s extensive research on packaged foods, we’re bringing a rundown of the largest national markets in Europe; Germany, France, UK, Italy and Spain. The research included savoury biscuits and crackers, sweet biscuits, chocolate coated biscuits, cookies, filled and plain biscuits and sandwich biscuits.

Trends in Germany

Due to continually rising and highly volatile costs of commodities, manufacturers of branded products and private label biscuits in Germany were forced to increase the prices in order to maintain sustainable margins. This led to a considerable increase in retail value sales of biscuits in Germany.

Innovation and higher-value offerings, however, were able to push retail value sales only to a significantly smaller degree. Moreover, biscuits remained a very mature and highly saturated category of packaged food in Germany, with somewhat sparser growth opportunities.

Competitive Landscape

The leading biscuit players in Germany are Griesson de Beukelaer GmbH & Co KG and Bahlsen GmbH & Co KG, both offering a wider range of different products. Due to their lasting market presence, all of the brands have comparatively high awareness inside their target groups as well as good reputation among German consumers in general.

Brands

Some of the most popular Griesson de Beukelaer’s brands are Prinzen Rolle sandwich biscuits and Tuc crackers.

Prinzen Rolle sandwich biscuits are conveniently packaged for at home and on- the- move consumption, offering the right portion size for every occasion. Recent redesign brought fresh visuals and packaging sizes perfectly suited to the needs of consumers. The iconic Prince, a hallmark of this “cult” biscuit, evolved over the years from the classical noble of the 1950’s, with plumed hat and a biscuit in his hand, into a young, dynamic and radiant Prince, openly turning directly to the consumer.

Tuc’s branding system is aimed for maximum impact and brand recognition.

Colour, logo and type design have all been fine-tuned into a striking contemporary look. Brand architecture innovations were implemented to win over younger target demographics.

The new approach reflects an urban, on-the-go mindset with handy ‘pocket packs’. With this new brand architecture, Tuc is now planning to expand into a new market segment – the healthy snack.

Barbara Zec, MA of Visual Communications, is a professional art director and designer with over ten years of industry experience. She specializes in visual design and packaging trends. She’s a contributing writer to several online publications on topics of design, media and women’s rights.

Bahlsen’s stars are Choco Leibniz and Pick Up. Choco Leibniz visual identity lifts the brand into premium category by communicating, clearer than ever, its exceptional quality. Key graphical elements include: the new logo, a modern product photography concept and conversion of the colour palette of the entire packaging range to the dominant blue colour.

This resulted in strong differentiation from conventions within the biscuit segment, presenting the brand in high-impact fashion as the “blue block” on product shelves. Pick Up! sandwich biscuits are individually wrapped, perfect for on-the-go occasions. The Pick Up! target audience are is primarily 20-39 year-olds with active lifestyles, looking for a quality product for these ‘between tasks’ snacks. The package in vivid colours was, therefore, the perfect choice.

 Read the trends in France, UK and Spain in the spring issue of Biscuit World.