The New World of Mini Consumer Packaged Goods

What do 7.5-oz Coke “mini cans,” Heinz “Fridge Fit” ketchup bottles and Campbell’s Ready-to-Serve soups have in common? All are food-packaging innovations borne out of consumer demand, as well as customers’ willingness to pay extra for unique features and benefits that have ultimately led to profitable bottom-line growth in flat or declining categories. In many instances, these breakthrough concepts required only minor changes to existing packaging and size, yet paid major...

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