Sub-Zero Hero: Häagen-Dazs’ new waste-free packaging that puts consumer experience back on top.
So here’s the scoop…In recent years, Touch (Packaging Innovators), have been at the forefront of the shift in how brands are connecting consumers with their products. Against the backdrop of zero-waste initiatives, the war on plastic, and the increasing influence of conscious consumerism, our clients have asked us to help them rethink packaging.
Touch partnered with Nestlé Ice Cream to develop a reusable, durable container for Häagen-Dazs, to be used within the new Loop circular shopping platform.
Loop, developed by global waste management experts TerraCycle, offers consumers the opportunity to shop smart with a focus on waste-free products and packaging. Essentially the milkman reimagined, products are delivered directly to consumers in durable packaging, which is then returned to the system for reuse.
Drawing on our extensive experience in sustainable packaging for products ranging from mustard to sunglasses, we helped Nestlé navigate the challenge.
On one hand, the challenge here was a practical one. Retaining pack integrity and product stability within the technical constraints of the circular Loop system meant a deep-dive into materials, manufacturing and print techniques, and a thorough understanding of the current cold chain. The resulting pack would need to survive at least 100 uses and be 100% recyclable at the end of life.
However, where sustainability is the hot topic, it feels all too often as though consumer experience has been put on ice. The challenge was therefore equally about emotion and brand connection. Nestlé’s ongoing involvement in Loop is as dependent on the functionality of packaging, as it is on the consumer experience…holding, opening, scooping, and ultimately indulging in a premium brand.
Our approach combined Touch’s creative and technical expertise…
Iconic design: James Pryor, Creative Director at Touch, stated the importance of brand identity: ‘Häagen-Dazs is an iconic and extraordinary brand with a reputation for luxury and high quality. It was essential that this was not compromised by the need for durability.
In fact, we used this opportunity to think beyond sustainability to create an even more premium expression of the Häagen-Dazs tub format and experience.’
Consumer convenience: We tested parameters such as freezing and melting times, ease of use, and in-hand feel. The double-walled pack means hands stay warm whilst contents are kept cool. The subtly upturned lip and twist top allows easy opening without feeling too functional. The pack shaping means ice-cream melts most quickly at the top, with rounded corners for perfect scoop-ability. As a result, the pack performs better than the disposable cartons.
Mastering materials: The choice of stainless steel for the canister means the pack is suitably durable, refillable and cleanable, ensures product stability throughout the cold chain, can separate into components compliant with both Nestle and Loop’s infrastructures, and is 100% recyclable once it reaches the end of its life.
Making it real: We worked closely with Nestle’s manufacturers and developed prototypes early on to ensure 100% technical feasibility and the smooth transition from design to production.
This iconic, bespoke pack design brings Häagen-Dazs into a brave new – waste-free – world yet retains the integrity of the brand and product. Touch was delighted to have developed this with Nestlé and TerraCycle, as ‘it combines a reduction of impact on the environment with superior consumer experience, thus hopefully compelling consumers to change the way they access products’ (James Pryor).
To find out more about Loop and our involvement in the Häagen-Dazs pack design, please contact us on +44 (0) 333 4051260 or intouch@touchdesign.com