Festival packaging in the Corona times

Luxury, health, innovation & sustainability are the buzz

Winters are incomplete without that warm cup of joy. Celesté’s exclusive range of winter teas. Photo - Celesté

The Covid-19 pandemic struck India at the beginning of 2020, and now we are approaching the end of this year. We have learned to accept living with ambiguity, not entirely sure of what the new normal means. Like other businesses, food and beverages are experiencing turbulence and struggling to come out on the other side, trying to predict some of the more permanent consumer behavior changes. The pandemic has pushed festivals to the slow lane, with many consumers finding ways to engage with brands from the comfort of their homes. Connecting in the digital space is a part of the new normal experience – amid the many disruptions and ambiguities of daily life.

This year, like every year, brand owners are busy keeping their customers’ expectations and aspirations high and launching new products creatively. The initiatives vary in formats designed to capture attention. An interactive element can help customers engage with the brand.

Celesté’s luxury and winter teas

New Delhi-based young startup, Celesté tea offers specially crafted gift hampers to tickle palates in the festival season. Celesté, a non-traditional artisanal blend of the finest herbs, aims to make a luxurious tea with strength, rich color, and refreshing taste.
Recently Celesté brings an exclusive range of winter teas, including Choco Spice, AM-PM, Zesty Warmth, and Serendipity. According to Anubha Jhawar, founder of Celesté, the packaging prompts the consumer to experience the product. “Celesté’s tea packaging, apart from being attractive, offers an overall experience to the customer. It explains the story behind the blend, and it has graphics to which consumers can relate.” Celesté’s gifting range of luxury teas starts from Rs 1599 to Rs 3299, and its winter tea range starts from Rs 499 to Rs 799.

Glow in the dark packs

Sun-Maid’s limited-edition glow-in-the-dark packaging for its Sour Raisin Snacks and yogurt-covered raisins. Photo – Walmart
Sun-Maid’s limited-edition glow-in-the-dark packaging for its Sour Raisin Snacks and yogurt-covered raisins. Photo – Walmart

The Halloween-themed sour raisin snacks come in 24 fun-size pouches with 12 strawberry and 12 blue raspberry flavors. The Sun-Maid Yogurt Covered Raisin snacks for Halloween are available in an 18-pouch box, including chocolate and vanilla coating. Available at US retailers nationwide, including Kroger and Ahold, and via Walmart.com and Amazon.com, the packages feature bats that glow after being held up to a UV or smartphone light.


Kurkure’s limited-edition festive hamper

Masaba Gupta, a designer known for her contemporary and unconventional aesthetic and India’s most loved snack Kurkure, collaborated to launch a special, limited-edition festive hamper. According to PepsiCo, this limited-edition pack is not available for sale in the market. Intended as a unique ‘money-can’t-buy’ experience, the limited edition hamper will be given only to select Kurkure fans and social media influencers.

Kurkure & Masaba Gupta add an element of ‘Chatpatapan’ to this festive season. Photo – PepsiCo
Kurkure & Masaba Gupta add an element of ‘Chatpatapan’ to this festive season. Photo – PepsiCo

In line with festive spirits, the limited-edition hamper has been adorned with Genda Phool, sprinkled with vibrant colored buds, and polished with polka dots, which, as the company says, add a youthful exuberance to the design. Speaking of the design, Gupta said, “My designs are a reflection of my personality. Vibrant, quirky, and edgy, and thus, very similar to the experience that Kurkure offers its fans! With this special hamper, I wanted to add a playful and colorful touch to the festivities.”

Heritage Foods’ small ghee sachets

After successfully launching its immunity-boosting range, including ginger, tulsi, and turmeric variants of milk, Hyderabad-based Heritage Foods recently launched ready to drink immunity booster, Ashwagandha Milk, loaded with Ayurveda properties. In addition, the company has launched pure ghee sachets priced at Rs 10 and Rs 20.
Brahmani Nara, executive director of Heritage Foods, says that the company is looking forward to offering consumers thoughtfully crafted gift packs during this festival season. The company aims to revitalize the festivity spirit and address consumers’ requirements during these times.

Heritage Foods’ pure ghee sachets available at a price of Rs 10 and Rs 20. Photo – Heritage Foods
Heritage Foods’ pure ghee sachets available at a price of Rs 10 and Rs 20. Photo – Heritage Foods

She adds, “By making ghee available in small sachets, we aim to reach every Indian household this festive season. Small sachets have been very effective in driving consumption and target small families looking at one-time use for festive and other cooking purposes.” According to her, consumers who would like to enjoy the quality product but do not want to buy big packs are discovering the convenience offered by small sachet packs.

Blender Pride’s limited-edition festive pack

New Blenders Pride Limited Edition Pack designed by Shantanu and Nikhil
New Blenders Pride Limited Edition Pack designed by Shantanu and Nikhil

One hundred sixty-year-old premium Indian whisky brand, Seagram’s Blenders Pride, has introduced a limited-edition pack in association with designers Shantanu and Nikhil for the festive season. This pack is available for discerning whisky connoisseurs in 28 markets.
Speaking of the pack, designers Shantanu and Nikhil commented, “We have had a long-standing association with Blenders Pride. The limited-edition pack’s design is inspired by our aesthetic and is a unique reflection of heritage and workmanship that celebrates craft in all its glory. The partnership gave us complete creative freedom and allowed us to produce a design that we are proud to see all over India.”

Immunity-boosting food trend

Moreover, the global pandemic has escalated an already growing trend for immunity-boosting food and beverage products. The increasing consumer demand creates opportunities for food and beverage producers worldwide in this segment. Giancarlos La Rocca of Tetra Pak Marketing Services team in Modena, Italy, said, “We believe there is potential in many categories to focus on how these products can optimize health. This is a trend, but it’s not a fad. Whoever can respond quickly will see major gains in the long term. This focus on immunity and wellness is here to stay.”

Vikram Agarwal, managing director, Cornitos, said, “Packaging has always been a priority for the brand. Our dedicated team looks after the research and development of packaging each product in order to stand apart from our peers in the market.”

Every year, the brand launches new products taking into consideration special occasions. “This year, we launched the bag of happiness called Utsava in an eco-friendly jute bag packaging containing immunity-boosting products. The premium range gift pack of nuts launched this year is Indie Nuts, a royalty box with rich flavors inspired by India’s royal past. Cornitos Nachos Fiesta in a pyramid shape and Party Pack in diamond shape are designed in a way that they give and put you in a mood for festivities and celebrations. Apart from the festive range, all the products of Cornitos are designed to differentiate from others. Our products can be recognized easily through the attractive design and packaging of the product.

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Mandeep Kaur
Technical Editor - Mandeep Kaur is working with IPP Group and holding editorial responsibilities for the IndiFoodBev and PSA Healthcare platforms. Earlier she handled editorial responsibilities of food, beverage, and agriculture publications at another publisher. A gold-medalist in M Tech (Food Technology), she has hands-on experience in operating different types of instruments related to physico-chemical testing of grains and flour. She has worked at Evalueserve in the Intellectual Property (IP) division for more than three years handling projects in the life sciences domain.


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