While free-range is a phrase usually associated with eggs and meat, now the term also applies to the safari creatures on the front of the Barnum's Animal Crackers box.
For years, Barnum's Animal Crackers has featured packaging which shows tigers, hippos, and other exotic animals in cages on a boxcar. However, PETA recently petitioned the company to change it's packaging to one that would "reflect a society that "no longer tolerates caging and chaining exotic animals for circus shows." In response, Barnum's released new packaging that shows a zebra, lion, giraffe, and other creatures uncaged, and walking side-by-side. As a spokesperson for Nabisco's parent company Mondelēz International explains, "To continue to make the brand relevant for years to come, we felt this was the right time for the next evolution in our design, now showing the animals in a natural habitat."
While the product remains unchanged, the packaging change reflects the growing consumer demand for brands to reflect changing values around animal and environmental issues.
Image Credit: <i> Nabisco.</i>
Why This Trend Is Growing
- Animal Welfare Packaging
- Packaging that showcases animal welfare and ethical considerations presents an opportunity for brands to appeal to conscious consumers.
- Consumer-driven Packaging
- Consumers are increasingly demanding packaging that aligns with their social values, creating opportunities for brands to differentiate themselves through packaging design.
- Authenticity and Transparency in Packaging
- Consumers are looking for more transparency and authenticity in the products they buy, particularly in regard to environmental and ethical considerations.
Industries Being Reshaped
- Food and Beverage
- The food and beverage industry can explore new packaging design opportunities that align with changing consumer values around animal welfare and the environment.
- Consumer Goods
- As consumer values continue to shift, consumer goods companies can differentiate themselves through packaging design that reflects these values.
- Retail and E-commerce
- Retailers and e-commerce companies can appeal to conscious consumers by providing product information and packaging that highlights product authenticity, transparency, and ethical considerations.
