I like yoghurts. I like regular ones, without flavours or sugar. I am very simple about them, but I really like them a lot. If you want to make me happy, give me a yoghurt and a spoon and that‘s it.
Usually I buy the same brand: Danone. I do not buy this brand because their yoghurts are better than others or any other particular reason, more as a habit got into a long time ago: when I was a kid I always ate Yoplait yoghurts, but one day they disappeared from the market and the purchasing manager, A.K.A. my mother, needed to change my yoghurts’ supplier.
In yoghurt packaging, the small ones of 125gr have been almost similar for years. Of course the arts have changed, but materials and shape did not change a lot in general. When I was a kid the regular pots were already made of a kind of injected plastic with a plasticised paper cap, and the classic pots made of glass were used only for “high quality” yoghurts.
Nowadays well-known food brands have more competition, because private labels are more and more present in superstores. The price of the product is one of the biggest reasons to buy, and well-known brands are in disadvantage facing their competitors. Not because they are more expensive, but people assume they are, even if sometimes they are not. Innovation in packaging is a way to draw the consumer’s attention. Now you can see in the market packaging with innovative shapes and materials, easy to open and to handle and good looking arts.
In 2011 Danone launched in Spain a new packaging for their yoghurts, and one year later in France and other countries. The first time I saw them in the market I was really impressed, because they integrated the design of a classic glass pot in a plastic pot, mixing the “good look” of the glass pot with the practical material and volume of the plastic ones, allowing to make packs of four or eight (or more). Also I can imagine that it was thought and designed not to be a big problem when having to manage stocks and deliveries with the new packs.
Not only this, the plastic used in this new pot is shinier than the old one, so that the customer can better see the product in the refrigerated section.
But the great surprise was when I started to eat the yoghurt. The touch of the plastic and the shape in the bottom let the spoon slide properly, much better than in the old pots, with a 90° corner in the bottom that did not fit in any way with the shape of a normal spoon.
This new pot, named “Kiss”, has been developed by the Danone R&D Team, with Mr Vincent Ferry, packaging engineer, as leader of the team. The name, “Kiss”, is the acronym of “Keep It Simple and Safe”. But the name could also be a good evolution of the previous one, named “RK”.
Yes, the yoghurt is the same as always, but the experience eating it is absolutely different. And it looks much better.