Have you noticed that there is a new “slender” pouch format beginning to make dramatic inroads in the North American market? That new package is the exciting Stick-Pack format which is being adopted by both small and large Consumer Product Companies (CPCs) as one more packaging innovation tool to provide convenience and better position new value-added product introductions.

While companies continue to contemplate value-added line extensions as a way to appeal to a multitude of new and changing demographics, they are finding that unique packaging can be creatively utilized to target a specific user and reinvent or re-position a mature brand.

Some products in “sticks” include sweeteners, instant teas and beverages, baby formula, vitamin and nutritional powders, and a multitude of other powdered products. Do not expect the innovation to stop there, as we will also see the expanded introductions in condiments, puddings, gels, pastes, and liquid beverage concentrates. Virtually any product that offers single-serve or portion-controlled serving is a candidate for the Stick-Pack format.

One of the most innovative Stick- Pack applications that is literally “shaking up” the beverage industry has been the introduction of singleserve powdered beverage concentrates. These products are being positioned as convenient “grab n’ go” packs that can transform any bottle of water into many of your favorite flavored drinks. The perfectly measured product is simply added to any 16-20 oz. bottle of water and, like magic, you have a refreshing, convenient, custom-prepared beverage of your choice, anywhere, anytime.

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