Frito-Lay’s new SmartFood popcorn clusters are housed in single-serve pouches in a carton with perforated sides (for easy pantry access) in an effort to target women, who, research revealed, prefer convenient, portioned packaging for their snacks. “Our efforts to connect with women are holistic, from the products, to the packaging, to where women find them in-store,” says Gannon Jones, the company’s vice president of marketing. Visual health cues and graceful graphics combine to position the new product line as “great tasting” and “better for her” at the same time, reflecting Frito-Lay’s revised portfolio strategy to make stronger emotional connections with women. (Package design: Hornall Anderson Design Works, www.hadw.com)
