King Krunch Gourmet Brands: Packaging, Labeling, Branding

Overview

King Krunch has tasked our team with improving their packaging and labeling to look more professional and appealing as they shift their customer base from local sales to wholesale in grocery stores. They have also asked the team to look into their labeling to ensure that they meet all FDA regulations.

Objectives

The two main objectives and the three stretch goals of this project are:
-Improve the design of the bag packaging and professionalism of the label.
-Ensure that packaging and labeling conforms to all FDA food and labeling regulations
-Provide a UPC How-To guide
-Research a new scale that measures in ounces
-Research a point of sales display to use in their shift to the wholesale market

Approach

The team determined the best method to meet the first two objectives was to brainstorm new packaging and label designs along with doing thorough research analysis. Following that, all research was optimized by selecting the top companies that the team thinks best suits King Krunch’s needs. After the research was completed, a cost-benefit analysis was performed for both the packaging companies as well as the labeling companies to determine which one is best suited for King Krunch. A recommendation for each objective along with the cost-benefits are to be given to King Krunch, enabling the company to make their final decision on which companies are the optimal choice for their improved packaging and labeling designs. For the third objective, research for the FDA food and labeling regulation was performed and then, a checklist was constructed. The research helped ensure that all required regulations are being met by the current label and, in combination with the new checklist, will aid in any further label redesigns by King Krunch. The methodology for the UPC How-To guide was the same as the FDA checklist and the new scale and point of sale display research followed the same methodology as the packaging/ labeling objectives. For the UPC, research was done and a document was created to help King Krunch apply for their company code that is needed for the GTIN of their barcode. For the scale and point of sale display, research was done and a cost-benefit was performed to determine what is best suited for King Krunch.

Outcomes

After the semester long project, the team believes that the following recommendations will aid King Krunch in becoming more prevalent in the wholesale market:
1. Partner with PouchWorth Custom Packaging Industry. They will provide pouches with dimensions of 8 ½ x 6 ½ x 2 ½ and 8 x 5 x 2 ½ for $0.23 and $0.26, respectively. They manufacture the bags in-house and have a minimum order quantity that is more suited to King Krunch’s current sales.
2. Partner with Apogee Industries. They will provide front labels for $0.0415 and back labels for $0.0589. For a 6-month supply of 5,650 labels of each type, this will cost $567.26. This is an improvement from their current label supplier, where labels would cost $816.43 for a 6-month supply.
3. Purchase a scale from Brecknell at a price of $251.18 that is food grade, durable, and will ensure King Krunch is complying with all FDA regulations.
4. Purchase a 5-tier white cardboard display from Displays2Go and a poster from VistaPrint and combine them to make a point of sales display at a price of $66.72 each if 3 are bought. This display will allow for 30 large bags to be held, which is $120 in profit.