Why This Apple Packaging Is Hurting The Brand

Shoppers buy produce with their eyes first, and packaging can make or break the decision. In this episode of Shopping With Christy, Christy takes us inside Safeway to show why a bag of miniature apples from Rocket might be losing customers, even though the product itself is exactly what families want.

Description

Produce is one of the few places in the store where the product itself is the hero. Shoppers don’t just read claims; they visually inspect for freshness, color, and quality. When packaging blocks that view, it creates friction.

This miniature apple bag highlights a common tension in the produce packaging design. The brand wants to communicate value, sponsorships, and benefits. But in fresh categories, visibility often matters more than messaging. A full-wrap label may build brand presence, but it also hides the very proof shoppers are looking for.

Unlike many CPG packaging categories, where graphics drive decisions, produce operates under different rules. If customers can’t immediately see the apples, they hesitate. And hesitation kills conversion.

Current packaging design trends favor bold branding and storytelling, but context matters. In fresh food, less obstruction often equals more trust. When packaging becomes a barrier instead of a window, even the right product can be passed over.

Video Transcript

00:00:00 If I was a consumer, I saw it, I noticed
00:00:02 it, I would have walked right away. I
00:00:04 would not have consider it. I would not
00:00:06 have buyed it.
00:00:09 Hey guys, it's Christy. I'm at Safeway
00:00:11 and I see something of produce and I
00:00:13 want to share it with you. Produce is
00:00:15 such an interesting category to think
00:00:17 about packaging in because a lot of
00:00:20 products and produce are actually not
00:00:22 packaged. Obviously, you have your
00:00:23 prepared foods and some brands that have
00:00:25 done very well in branding, but
00:00:27 sometimes you're getting innovation in
00:00:29 the world of produce and it is branded
00:00:31 and it's worth more and so they need to
00:00:32 do packaging with it. Okay? And I saw
00:00:35 this and I want to talk to you briefly
00:00:36 about it today. Right? Here's a bag of
00:00:38 just apples, right? And then here's also
00:00:41 apples. But what they're trying to tell
00:00:42 you, I guess the brand name of this
00:00:44 product is Rocket and it's a crisp sweet
00:00:46 miniature apple. Proud sponsor of
00:00:48 Special Olympics. Okay, that's nice. And
00:00:50 look it, this label wraps all the way
00:00:52 around. So, I will tell you right now,
00:00:54 if I was a consumer, I saw it, I noticed
00:00:56 it, I would have walked right away. I
00:00:58 would not have consider it, I would not
00:01:00 have buyed it. Even though in my house,
00:01:02 a crisp, sweet, miniature apple is
00:01:04 exactly what I want and exactly what I
00:01:06 need for my kids and my kids lunches. I
00:01:08 would be a buyer of this. Why am I not a
00:01:11 buyer of it? For one simple reason. I
00:01:13 can't see the apples. I can't see them.
00:01:15 This label is too big. It covers the
00:01:18 entire thing. Look at that. This sounds
00:01:20 silly, but these little barrier moments
00:01:22 are exactly why you lose consumers. For
00:01:24 me to actually see the apples, I would
00:01:26 have to pick it up. And by the way, this
00:01:28 is three pounds. I can't even pick it up
00:01:29 with like one hand. There, I could turn
00:01:32 it. Then I can see the apples. And I
00:01:33 want to make sure that they're not like
00:01:35 rotting, right? Like people shop produce
00:01:37 and fresh food by looking at the product
00:01:40 to make sure the quality is there. And
00:01:41 the problem with this packaging is that
00:01:43 it covers it, right? You look at that, I
00:01:45 see the apples. You look here, you do
00:01:47 not see the apples. If I were this
00:01:49 brand, I would have made a label maybe
00:01:51 covering half of the top with Rocket
00:01:53 Crisp Sweet Miniature Apple. Three lb
00:01:56 recyclable. But the Special Olympics,
00:01:58 this QR code, right? This apple could
00:02:00 have been smaller. If it's a sweet
00:02:02 miniature apple, why isn't it small?
00:02:04 Like, give me a mini apple. Maybe this
00:02:05 should be a little apple. Like a mini
00:02:07 apple. That would make more sense. This
00:02:08 looks like a big apple, honestly. But
00:02:10 anyway, point is I would have made the
00:02:12 label half of the top or something like
00:02:15 that and not had this wrap. So, I can
00:02:17 actually see what you mean by a
00:02:20 miniature apple and I can see the
00:02:22 quality of the product, right? I can't
00:02:24 see it. Who knows? Maybe your sales are
00:02:26 doing well right now. I think they could
00:02:27 do even better if you really paid
00:02:30 attention to the category shopping
00:02:31 norbs, which is for produce and fresh
00:02:34 products. You got to see more of the
00:02:36 actual product. Even if you do have a
00:02:38 lot of marketing messages, and boy, do I
00:02:39 love marketing. Really, make sure you're
00:02:41 not creating a barrier for your
00:02:43 consumer. Otherwise, it doesn't matter
00:02:45 how good your brand is or how good your
00:02:47 benefit is. They're never even going to
00:02:49 consider you. Okay? Talk to you guys
00:02:51 later. Bye.

Packaging design case studies: Tree Top boosted parent trust and kid appeal with new packaging.

Mary Marnell Director of Content & Marketing

2 Articles

A seasoned veteran in the CPG (Consumer Packaged Goods) industry, Jason Vaught brings a wealth of knowledge and hands-on experience as the director of content and marketing for SmashBrand. His comprehensive role at the forefront of brand communication ensures that CPG brands remain well-informed about the suite of services SmashBrand offers. Furthermore, his insights derived from the company's strategy, design, and testing services are invaluable to brand owners and managers seeking expert guidance.

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