Nestls approach to packaging design aims to make its products easier to enjoy

Jan 20, 2012

SPECIAL GLOVES: Jacky Nordsvan, packaging specialist at Nestl Australia, left, and Fergal Barry, of Arthritis Australia, right, simulate how arthritis restricts movement and strength.

Nestl is adapting the packaging of some of its products to ensure consumers of all ages can use them without difficulty. One approach, established by the University of Cambridge in the United Kingdom, is called 'Inclusive Design'. Nestl is the first food and beverage company to adopt this method following its partnership with the university in 2009. Inclusive Design is a process which seeks to develop product design to meet the needs of more people. Companies can use a number of specialist Inclusive Design tools to determine how they can make products easier to use. Design philosophy Nestl is taking a lead role in the development of this design philosophy, said David Wiggins, Head of Packaging at Nestl UK. Inclusive Design allows us to move from good design to great design. It is about pioneering design that benefits all our consumers, he added. Nestl also aims to make its products safe to use, maintains freshness, provides easy to understand instructions and minimises waste.

Putting the consumer at the centre of packaging development means creating products and packaging that are easy to use regardless of age, disability or physi cal condition, said Anne Roulin, Global Head of Packaging and Design at Nestl.

Putting the consumer at the centre of packaging development means creating products and packaging that are easy to use regardless of age, disability or physical condition. Anne Roulin, Global Head of Packaging and Design at Nestl Special pair of gloves In Australia, a special pair of gloves designed by researchers at the Georgia Tech Research Institute in Atlanta in the United States is helping Nestl understand the impact of arthritis. Nestl packaging experts used the gloves on five of the companys most popular products to simulate the way the debilitating disease restricts an arthritis sufferers movement and strength. As a result, Nestl launched an Accessibility Benchmarking Scale last year with Arthritis Australia. The scale allows packaging designers to predict how many people can use their packaging. Consumers want packaging that is easy to open and products that are easy to use, said Fergal Barry, Arthritis Australias Strategic Partnerships Manager. But the challenge for manufacturers up to now has been to determine how well their packaging is performing. The scale challenges their perceptions, he added. Liberating The move by Nestl Australia to redesign some of its packaging has been welcomed by arthritis sufferer Wendy Favorito, a 41-year-old speech pathologist from Sydney. Since she was diagnosed with juvenile arthritis at the age of six, everyday tasks such as making her childrens lunches or opening bottles have been extremely difficult. Every day of my life Ive struggled with packaging so this move by Arthritis Australia and Nestl is really liberating it will certainly give me more independence in my day-to-day life, she said. If I can open a package easily then its certainly more appealing to buy, not just to me, but also the ageing population. Key brand asset Nestl is already creating easy-to-use packaging as a result of its design process.

The Nescaf Gold packaging was redesigned last year to make the companys coffee product easier to use with a new easy-to-hold jar, click and lock screw cap and easy-peelable foil membrane. We wanted to develop a new Nescaf Gold jar, so gaining consumer insight was the first step, explained Philippe Domansky, who led the jar redesign at Nestls Product and Technology Centre in Orbe, Switzerland. Clearly consumers loved the shape of our existing jar; so it was a key brand asset we needed to keep. Our new jar design looks more modern, while maintaining the fundamental shape that says Nescaf Gold coffee, he added.

BOOST: Before and after. Our new easy-to-grip bottle and easy-to-open cap, right.

Easy-to-use Nescaf Gold is not the only Nestl product that has had a design revamp. In the United States, the company launched new packaging for its ready-to-drink brand Boost in February last year. The complete nutritional drink range is targeted at elderly people who are malnourished or at risk of malnutrition. To make it easier for such consumers to use the Boost product range, a global team of Nestl experts worked together to redesign the packaging. Improvements include an easy-to-grip bottle, easy-to-open cap without the inner seal and easyto-handle multipack holders. Watch how Boost has improved its packaging by using the slide tool. Related links: Nescaf Gold

Watch how Boost has improved its packaging by using the slide tool More images on Flickr Read more about Nestls work on packaging: Nestl global workshop advances sustainability in product design Nestl sees bioplastics as future of packaging