The Better Bean Co. aims to woo consumers with redesigned packaging.
For 30 years, former IT consultant and retail company owner
Keith Kullberg was making refried beans from scratch in his home in Oregon. In
2009, he decided to share his recipe with the world and founded The Better Bean
Co. Although the beans were recently rated one of the top 15 vegan products at
Expo West 2012, Kullberg felt that the packaging was lost on shelf and needed a
new look. Therefore, in May 2012, Kullberg redesigned Better Bean’s packaging.
The updated design features “one-seal” technology that is
sustainable, resealable and durable. Kullberg also traded out the circular
packaging for a square container with a flat lid that creates a billboard
effect. Additionally, the varieties are color-coded and each lid introduces
consumers to the “World of Rethought Beans.”
Though the redesigned packaging has only been on shelves for a few months, The
Better Bean Co. is “getting lots of love,” Kullberg says. The company is seeing
uplift in sales, and more and more retailers are picking up the product. Before
the redesign, the brand was in 120 stores in four states. However, as of June,
the brand was in 200 stores. By the end of the year, Kullberg expects it to be
in 400 stores in 10 states.