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Bean pouches present a new take on organics

Organic vegetables break category norms though the use of a stand-up pouch and fun and colorful graphics that stand out from the gritty, natural palettes traditionally used.

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A new line of organic beans is breaking through the “sea of sameness” in the organic shelf-stable vegetables category through the use of a stand-up pouch decorated with fresh and fun illustrations. The five varieties of beans in pouches were launched by startup company Green Valley Foods, LLC out of Salem, OR, in October 2015 along with four canned bean varieties, one canned pumpkin product, and three canned seasonal vegetables—all with the same lively graphics.

“Green Valley wanted to create packaging that disrupted the aisle, but also captured a younger, health-conscious audience: the adventurous, better-for-you Millennial Mom,” says Pete Chieffo, Associate Creative Director for CBX, the firm responsible for designing the package graphics. “The canned category relied on a gritty, natural palette of earth tones and farm cues. While these cue the natural organic aspect shoppers are looking for, there wasn’t anything that spoke to our target’s desire to make food fun and creative for her family.”

INTRODUCING! The Latest Trends for Food Products at PACK EXPO Southeast
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INTRODUCING! The Latest Trends for Food Products at PACK EXPO Southeast