Case Study: Hillshire Brands Changes Category with Reuse
THE CHALLENGE: In a mature category, market share gains were costly and limited to promotional activity.
THE SOLUTION: Hillshire saw the opportunity to reframe the value proposition with a reusable container.
The Results
- Improved consumer experience, reduced food waste
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- The reusable containers allowed lunchmeat to rest naturally preserving food quality
- Remaining lunchmeat was stored in ideal conditions, reducing food waste
- Added value
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- Consumers recognized the containers’ value and traded up, increasing $/unit averages
- Share growth and Category Leadership
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- As consumers traded up, Sara Lee enjoyed sustained share gains.
- Total category sales increased when consumers enjoyed better quality and reduced spoilage.
- Rapid consumer adoption led to broad category conversion and sales growth.
SOURCE: Packaging World, Food Engineering magazine
