The first thing that comes to my mind when I think about packaging on the go is wearing my food. It’s surprising that given how mobile our society is that the food and beverage packaging industry has done little to make eating on the run easier and less messy.
For decades, the food and beverage industry has been driven by manufacturing technologies, line speeds and unit costs. No surprise here. But what is surprising is that, in spite of record levels of consumers saying they have had enough and demanding frustration-free packaging, the brand/product companies have paid little attention to the design for the consumer experience. How easy is the package to use? How easy is it to open? To consume from? Is usability intuitive? Does it eliminate the drips, dribbles and spills of eating on the run?