Consumer package goods have to appeal to the target audience on the shelf in the Zero Moment of Truth. JTM Food Group was changing product packaging from boxes to bags. Focus groups helped JTM narrow down packaging options to create a shelf appealing product.

Research

Three qualitative research sessions were completed with focus groups. Some of the package concepts tested are shown. One key learning was the importance of cooking preparation imagery and that microwaves are used by consumers on fully-cooked products. We included a microwave on the final packaging of fully-cooked products.