A Clear and Pleasant Flexibility: The Supermarket and Flexible Films
What the supermarket can tell you about flexible films
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Noel Ward
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Take Clif Bar for example. The energy/protein snack bar company wraps its products in an extruded film that looks much like a plain paper wrapping. Does this better entice core "outdoorsy" customers who may be more inclined to purchase a product wrapped in paper? Maybe. But the distinctive flexible wrapping stands out on shelves and conveys an image that's appropriate for the product and its market. Will the company next lose its chipboard boxes and put wrapped bars in flexible pouches? Time will tell, but don't be surprised if it does.
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Noel Ward
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