So, been laid up a while away from work following some surgery and decided to have a tinker with some ideas on packaging development for Huel products – specifically for reducing pack footprint and improving shipping efficiencies.
As Huel operate on a subscription service – it’s also a good candidate for considering a two-tier packaging solution – branded retail packs and unbranded subscription packs to reduce costs.
I looked at RTD bottles as there’s a good scope for efficiencies (the bags are already pretty optimised). The current cylindrical bottle is roughly 63mm across by 217mm high – switching to a shorter (reduced height of 26%) but slightly wider round edged square bottle reduces the packaging volume by 17.6%.
Less volume = equals greater pallet capacity = less freight requirement. Whilst I did these mock-ups using full colour shrink sleeves on opaque bottles as the current units there is also the possibility to use the same format for unbranded subscription packs which are cheaper to produce and can be inkjet printed with rudimentary regulatory information on the packing line with the detailed branding/information on the corrugate secondary shippers.
This model is becoming increasingly popular with repeat purchasers using online ordering as the reduced costs are passed onto consumers to increase customer retention. Subscription options of the bags could also be considered - such as being shipped in compressed foil packed bricks to be stored in a customer’s own containers.
I’d appreciate your feedback on the format concepts and also out of curiosity – your feelings about unbranded subscription packaging or why branding is important to you even when you’re a repeat customer.