The Vimto packaging has been updated by the UK-based squash brand to provide consumers with a textural experience when picking up a bottle of their favorite flavor. The juice packaging now features a textured finish, which calls to mind the real fruit ingredients in the recipe. This takes an unexpected approach that consumers might not consciously recognize, but will be more deeply understood thanks to the power of sensory stimulation.
Marketing Manager at Vimto owner Nicholes Jenny Powell commented on the Vimto packaging saying, "This new bottle design highlights the importance of healthy hydration and the inclusion of real fruit juice within Vimto. As a business, we want to ensure that we’re creating a happier future for our planet by doing things the right way, and having widely-recycled bottles across our range also ensures we’re doing our bit.”
Why This Trend Is Growing
- Textured Packaging
- The use of textured packaging that imitates the texture of real fruit can provide consumers with a unique textural experience that enhances the sensory stimulation.
- Sensory Marketing
- Brands can leverage sensory marketing by incorporating textural finishes onto their packaging to add another layer of sensory stimulation for consumers.
- Sustainable Packaging
- Incorporating widely-recycled bottles into product ranges can align with consumers' values and create a happier future for our planet.
Industries Being Reshaped
- Beverage Packaging
- Beverage brands can use textural finishes on their packaging to differentiate themselves in a crowded market and enhance the sensory experience of their product.
- Food Packaging
- Food brands can use textures and sensory marketing to add extra value to their products and increase customer satisfaction.
- Sustainability Packaging
- Brands across various industries can benefit from incorporating sustainable packaging solutions to align with consumers' environmental values and protect the planet.
