Organic, refrigerated pancake batter in an aerosol can and a crushable cup that makes it possible for kids to eat yogurt with one hand are just two recent packaging innovations focused on convenience.
The first, Batter Blaster, standing in a category by itself, is usually merchandised in supermarket dairy cases, Batter Blaster founder and Chief Executive Officer Sean O'Connor told SN. His Austin, Texas-based start-up is currently expanding its distribution, but even now, after less than two years on the market, Batter Blaster has shelf space in 1,300 supermarket units, including Publix, Kroger, Safeway, Stop & Shop and ShopRite.
“This product just makes a kids' sleepover. It used to be doughnuts in the morning, but now the kids can make pancakes themselves,” O'Connor said. “It's sanitary. It's easy. There's no waste.”
Then there's Dannon's Danimals crush cup yogurt package. It's specifically designed for children 6 to 10 years old — certainly an on-the-go crowd.
“We wanted a package that's all about fun, and easy to use,” said Michael Neuwirth, senior director, public relations, The Dannon Co. A visit to Dannon's website offers a demonstration of how this crushable package works to provide un-messy, one-handed eating.