Reflecting busy consumers’ demands for convenience in today’s fast-paced world, some food brands are offering the nutritional benefits of solids in liquid form. Take, for instance, V8, the original drinkable food, applesauce in pouches with pour spouts, Fruit2Day’s “new way to eat fruit,” and yogurt’s evolution from Go-Gurt to a full-blown frenzy of drinkable options.
What trends are evident in the “on-the-go” drinkable food category? Will consumers accept these products as a satisfying alternative to a “real” snack or meal? How can package design create a compelling story to motivate consumers to purchase?
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