Changes in packaging design can be done for a variety of reasons, including:
- Branding
- Usability
- Sustainability
A single design change can affect all three areas. While cost reduction is also an important incentive, if any of these three areas is somehow compromised, the redesign has failed.
So, I noticed after opening a box of Yoplait yogurt I purchased at Costco that the container design had changed after so many years (some online research indicated about twenty). For those of you unfamiliar with the old design, you can do a Google image search.
Here’s how the redesign looks:
Branding
Very little has changed except our visual perception of the shape and lid (peel off). But positively perceived improvements in the next two areas can affect the appeal/desirability of the brand.
Usability
Big improvement. With a curved shape, you can see the spoon can more easily pickup the yogurt. Also, the lip now faces outward. Over many years (and I’m sure all of us can relate), I’ve twisted the cup with my spoon under the inward-facing lip, trying to get that last little bit of yummy strawberry (or your flavor of choice). Finally, a peel off lid (not shown) quickens the opening process, in comparison to the foil lid there was before.
Sustainability
Perhaps General Mills (parent company) was able to reduce the amount of Polystyrene plastic for this 6oz. cup, but I’m not sure. However, the graphics are now printed on a paper label which completely wraps around the cup. If someone believes printing on the plastic like before would be preferable, please leave a comment. This does add a new aspect to the supply chain which should be accounted for in the lifecycle scenario analysis.
[UPDATE: Erik left a comment saying the redesign only affected the value packs sold at club stores]
One very huge sustainable advantage with this redesign involves its disposal and effect on nature. Plastic aside, I found from some older articles online that the previous cup’s lip combined with the wider base, and narrower top, had contributed to many wild animals getting their heads trapped inside. If you Google “Yoplait skunk”, you’ll see what I mean. In any case, the inward facing lip acting on the natural design of fur and its direction on the body created a locking mechanism seriously inhibiting animals from simply shaking their heads or trying to pull it off (We can’t expect critters to be that smart can we?). What disturbed me a little was in reading this article, it pointed to studies by the Humane Society and complaints against General Mills coupled with calls for redesign action…back around 1998 (Yikes!).
Summary
All in all, I think it’s a great example of how a redesign can improve a product’s performance across these three areas. My only additional recommendation is that General Mills add some copy on the label: “Please Recycle”.
{ 6 comments… read them below or add one }
I for one am glad. I have been boycotting Yoplait yogurt for about 10 years now. For me it was the wildlife issue. I am now buying the product again.
These cups are used only for the value packs located at the warehouse clubs and use a less invironmentally-friendly plastic. The ones sold in stores still use the classic design. If humans would recycle or dispose of properly, there would be no adverse effect on wildlife.
Thanks for pointing this out! I appreciate the truth being known
The Trix Yoplait six pack my daughter likes has a container similar to these. My concern was the lack of any plastic recycling code for these containers.
I emailed General Mills asking them but no response.
Anyone know what plastic this is?
Hi Mark,
It’s likely Polypropylene, as that’s the preferred plastic for many diary containers.
I am again pushing for a boycott of Yoplait yogurt after doing some recent research. YouTube is FILLED with video of animals with their heads trapped inside a Yoplait container. Many people laugh, but it makes me sick to think of all these confused animals, doomed to die of dehydration or hunger or get hit by cars they can’t see as they stumble across roads. I just bought one container to verify that their design is the same, and the printed warning that GM/Yoplait has on the containers to crush before disposal is clearly not enough. This has gone on for far too long; please don’t buy Yoplait or any other General Mills brand until they finally remove that inner lip that kills our native wildlife.