Understanding the Critical Needs of Today's Modern Consumer to Create Innovate Products and Packaging • Generis

Today’s consumer is more likely to snack throughout the day rather than eat three set meals. They value low-prep, buy-on-the-go products and demand new retail and vending formats that meet their wellness agenda of freshness, nutrition, and sustainability. Snacking companies are therefore spending more on product and packaging innovation to bring their brands to life and appeal to these consumers.

In addition to overseeing Campbell’s R&D for soup, sauce, and beverages in its international markets, Craig Stephen Slavtcheff leads research and development for some of the world’s best-known snack brands, including Pepperidge Farm, Arnott’s, Royal Dansk, Kjeldsens, Snyder-Lance, Kettle Brand and Cape Cod, among others.

To better understand what’s on the horizon in the snack market, we spoke with Slavtcheff about the critical needs of today’s modern consumer, packaging and product innovation, and how to improve the shopping experience.

Questions answered:

• What key trends and drivers are changing your customers’ world?
• How are you restructuring your product portfolio to meet consumer demands?
• How can packaging formats assist in transforming the consumer experience?
• What channels are used for customer listening activities and to spot trends?
• How does a large organization, like Campbell, rapidly turn customer input into product and packaging innovation?
• What technology or supply chain barriers exist in translating consumers wants and needs into products you can commercialize? How does Campbell address these barriers?
• In what ways is Campbell Soup Company incorporating digital and e-commerce trends into its product and packaging innovation strategy?
• What is the “Open Innovation” program at Campbell Soup Company?
• How does Campbell Soup Company partner with product and packaging suppliers to complement R&D?
• How does Campbell Soup Company communicate product and packaging ideas to help further propel open innovation?

Craig Stephen Slavtcheff will chair the 2018 American Packaging Summit. Click through to read the entire interview with Craig Stephen Slavtcheff.