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Packaging innovation: Driving category growth and

profitability with a new packaging format

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Hero AG

Julia Straschil

Berlin, 01.03. 2016

INTRODUCTION

REJUVENATING A CATEGORY WITH A MODERN PACKAGING FORMAT

OPENING UP NEW TARGET GROUPS AND OPPORTUNITIES

BREAKING UP GIVEN PRICE BARRIERS AND PREMIUMIZE

ANSWERING CONSUMERS’ NEEDS IN A CHALLENGING ENVIRONMENT

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Established 1886 in Switzerland

Mainly present in EMEA and US

Owned by Dr. Oetker/Berlin

> 4000 employees; Sales 1.5 billion CHF

“delight consumers by conserving the goodness of

nature

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Jams

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Healthy

snacks

Baby &

toddler

food

Baby &

toddler milks Gluten free Decoration

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A depressive, uncertain macro environment.

Changing consumers life styles and interests.

Commoditized BTF market

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A convenient, on the go solution for liquid food and

drinks

Flexible

packaging

Convenient: perfect on the go solution

Made from multiple layers of flexible

laminate, allows sterile packaging

Suitable for a wide variety of liquid food and drinks that can be consumed cold or heated

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• Small start up, founded by a dedicated

father

• Launching his ”ideal” baby food:

• 100% Organic

• Simple recipes

• Convenient packaging in bold

colours

• Fun for moms and babies/toddlers

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