Kraft YES Pack | Nottingham Spirk Design Collaborative

PACKAGING THAT GETS EVERY DROP OF INNOVATION

CHALLENGE: Poor user experience with food service bulk packaging.

SERVICES: Insights, Design, Engineering, Development

AWARDS: Dupont Packaging Award; Flexible Packaging Achievement Awards

The Kraft Heinz Company is the third-largest food and beverage company in North America and the fifth-largest food and beverage company in the world, with eight $1 billion+ brands. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality products for all eating occasions whether at home, in restaurants or on the go. However, they were looking to strengthen one of these areas in particular — the restaurant and commercial kitchen setting.

Large amounts of waste, costly transportation, and awkward packaging are nothing new to the food service industry, but Kraft was determined to break away from these norms. This quest for innovation led them to approach Nottingham Spirk for our expertise in food packaging design. Our innovation team set out to identify and address challenges and user paint points, find opportunities for improvement, and ultimately deliver a packaging innovation that would put Kraft above the competition. The result is a groundbreaking solution, the Kraft YES Pack.

DRESSED FOR SUCCESS

By leaving the constraints of traditional, rigid packaging design in the past, Kraft's YES Pack eliminates 70 percent of transportation costs and uses 60 percent less plastic. The flexible pouch packaging also allows consumers to easily grip and squeeze the contents of the pack out, resulting in an impressive 99 percent product yield.

Beyond its sustainability and efficiency merits, the reimagined packaging boasts notable improvements in the customer experience. With its easy pour spout, dual-grip handles, a resealable cap, and a flexible body, it's no wonder the YES Pack was awarded the prestigious Dupont Packaging Award and the Flexible Packaging Gold Achievement Award. The real trick is making a flexible package that stands up on the shelf; which it does that, too. The convenience and ease of use created by this cost-saving packaging design solution results in an overall happier, cleaner and more efficient kitchen experience.