What is the target market?
Because of limited availability, the current consumers are those who shop at Whole Foods. You can also purchase these on their website. The consumers are health conscious, are middle to upper class, and live major cities.
Who is this packaging speaking to, and why is it effective (or not)?
This packaging, or lack thereof, speaks to those wanting to eliminate waste. Through advanced technology not quite yet perfected, Wikipearl makes an attempt at offering a solution. This speaks to those who are aware of our planet’s circumstances, as well as those with a diary/sweet tooth. Once the edible technology is perfected so that it in fact stays solid even when it sits out, and is sold in bulk at coops and high end grocery stores, I believe this packaging will be superbly effective and perhaps set an example for our wasteful practices.
The skin is a protective electrostatic gel formed by harnessing interactions between natural food particles, nutritive ions and a polysaccharide. Through this proprietary and patent-pending technology, the skin becomes more impermeable to water and oxygen than other edible skins available.
How does this product/packaging fit within its category?
This product naturally stands out as it will be kept in the frozen section next to all of the packaged yogurt, cheese, and ice cream.
How is the design working (or not)? (color, composition, type treatments, information, etc.)
Currently, because of hygienic standards in the grocery market, the balls are packaged in plastic, which does not fit their look and feel. Why bother making the outer layer edible if it is just going to sit in plastic? Also, their product melts if it sits out too long, as little as 40 minutes. What if you’re at the grocery store and you get stuck in traffic on a hot summer day? It seems to me the brand & product need further development before hitting the market.
On their website they mention:
- Portable
- Plastic-free
- Environmentally friendly
- Enables portion control
- Opens up new usage occasions
- Delivers functional nutrition
- Creates unique flavor combinations
- Fun – It’s okay to play with your food
With consumers craving more and more brand transparency, I predict the consumer will feel duped & skeptical if what they are saying does not reflect the product in its real environment.
I would eat these, wouldn’t you?
How would you design it differently to make it more effective in the marketplace?
I believe this to be the future of packaging. Consumers are more than ready to be rid of plastic. Although this product is not perfect, they are challenging the current market and thinking outside of the box in terms of sustainability. Their branding & website are beautiful, the product looks delicious, and their choice of buyers (Whole Foods) are entirely appropriate. I speculate how the lack of visible branding on the Wikipearls will affect their revenue and ability to branch out. They are in the midst of further developing the edible skin and further improving their product.