A refreshing change

Since ThePackHub's Innovation Zone was first introduced in 2015, over 2,000 of the 7,400 innovations it has tracked via its platform have been in beverage packaging - evidence that soft drinks is one of the most dynamic grocery categories when it comes to packaging innovation. The motivations for revamping soft drink packaging vary, although Paul Jenkins, founder of ThePackHub, has observed that refreshes are often driven by a desire for branding and market differentiation. "A new design can make the product more noticeable to consumers and/or reflect updates to the product or brand. A redesign can also improve cost efficiency, leveraging innovations in packaging technology to save on production, transportation, or storage costs. Soft drink packaging can also be revamped for improved convenience, with design elements that enhance ease of use or align with lifestyle trends, such as on-the-go consumption," he says.