Sonoco Linearpak Cereal Packaging

Hartsville South Carolina-based Sonoco (SON) is the producer of the new Archer Farms cereal packaging we reported on last month.  The packaging is part of their Linearpak line and Target's Archer Farms brand is the first to use a specially designed newly created version of the packaging for cereal.

South Carolina's WBTW News 13 broke the news on Sonoco's production of the packaging.  Until the report aired earlier this week it was not publicly known who was producing the packaging though reports were circulating the producer was Sonoco.

Linearpak has been around for a while and used for a variety of packaging applications before the company's designers worked on adapting it for cereal packaging.  Whole Foods Market is using Linearpak for its own brand of dog biscuits.

“Changing out of the bag-n-box is something people have talked about for years, but people haven’t been successful in making a conversion,”  Derek Trader, Sonoco Market Segment Manager told WBTW News 13

Sonoco told WBTW the market is buzzing since the launch of the Linearpak.  “Dealing with this bag is what everybody hates, it’s either really hard to get open or you pull it open and cereal goes flying everywhere. You can never get it resealed,” said Trader.

The Linearpak eliminates the bag, comes with a built in barrier, a peel away membrane to keep it sealed and then a plastic flip top lid.

Sonoco said the new packing is also environmentally friendly.  “It’s something that was built into our business model,” said Trader. “Feeding in recycled content at the front end of the process, making the recycled board out of it and then converting it into the consumer packaging.”

It is not known whether the Linearpak cereal packaging is recyclable at the end of use.  Several readers  have contacted us with that question. 

Sonoco's new Archer Farms cereal packaging is without question generating significant interest from consumers.  It will be interesting to see how consumers react to the new cereal box design over time and if other brands follow Target's lead and use the packaging. 

photo © Target

Target Releases Statement on Archer Farms Cereal Packaging

Target is now ready to talk, several days after Sustainable is Good reported on Target's Archer Farms brand new cereal packaging the company has released a statement. 

When Sustainable is Good contacted Target through its NYC-based PR firm Kaplow last week they refused comment on the new packaging. 

The statement from Target was released late Wednesday afternoon and introduces the new packaging.  Offering few specific details, the statement highlights the consumer benefits of the new packaging design.  It does not address the materials used in the packaging or whether its recyclable.

The media strategy on this product launch quite frankly makes no sense especially considering the fact Kaplow, when asked repeatedly about the packaging last week refused comment.

Kaplow's reluctance to comment contradicts a statement on its own web site highlighting the fact they pride themselves in working with new media sources like bloggers. 

Kaplow says, ""We get directly to consumers when we blog for our clients and talk to bloggers. Our savvy discourse with these powerful new influencers inserts our clients into the most impactful conversations on the Web."

Based on this core principle of Kaplow's PR methods it remains unknown why Target or Kaplow couldn't provide comment on this packaging when asked just four business days ago. 

Prior reporting from other sources it would indicate that Target is responsible for the lack of comment.

How could a company so "with it" in so many ways refuse to acknowledge or speak with new media sources on exciting new packaging or products they themselves created? 

Does Target really think its customer base gets all their information from the 6pm news or the Sunday circulars?  There is a tremendous disconnect between Target's design and product development (which is very progressive and forward thinking) and its media/PR strategy - am I the only one that sees this? 

Come on guys your largest growing customer base of "guests" is the 35 and under age group - who get the majority of their information from non-traditional sources like the internet.  Your "guests," like your designs and product development are "with it" they shop at Target because the store provides cool unique well designed products are discount prices. 

Newsflash:  Target "guests" are some of the most frequent visitors to the Sustainable is Good sites.  Target products and new developments are the two things I am most frequently asked about by people. Your PR strategy is completely missing the boat - and its very frustrating.  Sites like Sustainable is Good are actually trying to help you but you won't talk. 

The release from Target reads as follows:

Target debuts its latest design innovation, the new Archer Farms® cereal canister packaging, which merges design, function, value and convenience all together for a refreshing approach to breakfast. A first for the breakfast cereal category, the new reclosable spout and lid design provides a facelift to traditional bag-in-box packaging.

Available exclusively at Target and SuperTarget, the affordably priced Archer Farms cereal canister features a reclosable easy-flow spout and snap-shut lid that allow for simple pouring and snacking. This innovative packaging ensures that cereal stays fresher longer, while eliminating stale or unused cereal. Oblong shaped and partially constructed from recycled paperboard, the cereal canister offers a slim design—10 inches tall by two and one and a half inches deep—that requires minimal kitchen cabinet space.

"At Target, we strive to bring great design to our guests, and the food category is no exception," says Greg Duppler, senior vice president, merchandising, Target. "With the new Archer Farms cereal canister, we offer an innovative, yet convenient, design that reinvents the way our guests experience breakfast."

The Archer Farms cereal canisters are available in 18 flavor combinations such as Triple Berry Clusters, Vanilla Spice Squares, Banana Walnut Bliss, Pecan Sticky Bun and Blueberry Flax, ranging in price from $3.49 - $3.99. Several flavor combinations contain organic and all natural products to offer delicious, yet better-for-you food options. The new Archer Farms cereal canisters will be available in April.

Created with the finest ingredients, Archer Farms is a premium and innovative food brand, providing guests with everything from elegant hors d’oeurves and gourmet spreads, to European-style baked goods and meals on-the-go. Delivering on its “Everyday Incredible” promise, Archer Farms combines the highest quality foods with affordable prices.

Target Archer Farms New Cereal Packaging

Kaplow, a PR Firm Handling the Archer Farms Brand for Target Refuses comment on the exciting new packaging

UPDATE:  4/15/08 - the packaging contains what appears to be an inner foil type liner - its unclear whether this impacts its ability to be recycled or what the material is.  We are hoping to get clarification on the design and materials from either the company producing the packaging or Target.  At this point very little is known about the packaging.

Minneapolis-based Target has introduced revolutionary new packaging for its Archer Farms natural and organic cereals, but won't talk about it.  The new packaging drastically changes the concept of a box of cereal.

Archer Farms cereals are now sold in rounded "streamlined" cereal boxes without the need for an inner plastic bag holding the cereal.  The new packaging also features an easy-flow spout and snap shut reclosable lid to maintain freshness.

The new packaging is made from 55% recycled material with 50% post-consumer content. 

Sustainable is Good attempted to get information on Target's new eco-friendly packaging and was surprised to find the company refused comment and would not provide any information regarding the new innovative design. 

A representative from New York based Kaplow, a PR firm that handles Target's Archer Farms brand told Sustainable is Good by email, "Target does not work with trade publications, so I will not be able to provide you with the information you requested."

Target's response through Kaplow is quite surprising since Sustainable is Good is not in any way a trade publication.

Sustainable is Good provides information to a wide audience of people interested in more eco-friendly innovation and design.

However their response isn't entirely surprising since the retailer considers "bloggers" irrelevant as the New York Times reported in January. 

Why Target or Kaplow will not discuss the exciting new packaging they have created is unclear. 

A bit of free PR advice: Target and Kaplow its time to enter the current decade and recognize the "traditional" forms of media aren't the only ones out there.

Furthermore many consumers are interested in things like this, which is one of the main reasons we run this site and its generally a good idea to talk to your customers. 

The overwhelming majority of eco-conscious shoppers spend significant time online on sites like Sustainable is Good and others researching products and making buying decisions.

Besides the new packaging is just plain cool - people are interested in it, so why not talk about it?  Obviously the Archer Farms brand is doing some really innovative design - whats the point if you won't talk to consumers about it?

Hopefully in the near future we'll be able to provide some insight into the design and concept of this new packaging.

Curtis Packaging Producing Target Archer Farms FSC Certified Packaging

In October we reported on new packaging that Target's Archer Farms Organic line was using.  The packaging was made from Forest Stewardship Council (FSC) certified paperboard stock and produced using renewable energy.  At the time of the story it was unknown who was producing the packaging and Target did not respond to our inquiries.  We have since learned Curtis Packaging is producing the packaging for Target's Archer Farms Organic line. 

According to Curtis, they are the first printing and packaging company in North America to be 100% Carbon Neutral, use 100% renewable energy, and be FSC certified. 

Related to packaging for Target, Curtis is currently working exclusively with Target's Archer Farms Organic line.  Curtis's Rosanna D'Oleo told Sustainable is Good Target has expressed interest in "possibly expanding the FSC certified packaging to other lines of Archer Farms."  D'Oleo said while there was interest no specific plans or time frame for expanding the packaging has been established. 

D'Oleo said Curtis is constantly innovating to bring to their customers the latest environmentally friendly packaging techniques.  The company focuses on serving the health & beauty, personal care, liquors, and gourmet foods/confections industries.

Target Archer Farms Packaging FSC Certified

UPDATE:   See our latest story on Archer Farms new innovative cereal packaging

Target Stores Archer Farms brand has recently released new paperboard packaging that is certified by the Forest Stewardship Council (FSC).

The new packaging was noticed by one of our contributors at a local Target store.  The packaging is appearing on select Archer Farms Organic product lines.  We found the packaging for the entire line of Archer Farms Organic cookies (Key Lime White Chocolate pictured) carrying both the FSC Mixed Sources logo and the Green-e logo.

According to Target's 2007 Corporate Responsibility Report, "In 2007, select Archer Farms Organic product lines will convert to a paperboard manufacturer that uses 100 percent wind power. Additionally, this paperboard and manufacturer are certified with the Forest Stewardship Council."

San Francisco-based Michael Osborne Design (MOD) redesigned Archer Farms packaging several years ago.  The redesign featured a French country theme and allowed Target to position its Archer Farms brand as their "premium" store brand and introduce a more basic Target store brand of food items.

It is unknown what other products in the Archer Farms Organic line have the new FSC/Green-e paperboard packaging or who is producing the packaging.  Target did not respond to multiple inquires by Sustainable is Good.

FSC/Green-e certified packaging on a store brand product is rare and could signify an increased interest from Target in more sustainable packaging.  Previously Sustainable is Good reported on Target's efforts to reduce PVC from the packaging of products in its stores.

archer farms organic

Organic Hits Target Stores with Archer Farms

Archer Farms Organic Raspberry fruit strips are this weeks focus on value organic products. Sold by Target stores in the US under their brand Archer Farms, these organic fruit strips are made in Canada. Containing apple, raspberry and a relatively low amount of sugar (8g) I find them to be pretty darn good. At $2.99 for (10) they are a solid value. The taste is what you would expect from an organic fruit strip with low sugar. I find them very good, but they certainly aren't like the fruit roll-ups of the 80s.