Pomegranate arils crowned with custom container

18 May 2012

A custom PET cup, lid, and spoon set for POM Wonderful’s new POM POMS Fresh Arils product exhibits the same evocative and iconic package style for which the Los Angeles-based pomegranate purveyor is known. Introduced in October 2011, POM’s Fresh Arils includes a 4.3-oz single-serve and an 8-oz multi-serve size of pomegranate arils—the juicy, edible seed casings that are so labor-intensive for consumers to extract from the pomegranate fruit.

The arils—introduced as a “perfect, healthy snacking solution for consumers on the go,” according to POM Wonderful CMO Laurie McCartney—were sold nationwide in grocery and club stores from October through February. Because all of POM’s pomegranate products are made from fruit picked fresh from California orchards, the arils product will only be available only during pomegranate harvest season (plus one month).

McCartney says packaging was designed internally by the POM Packaging Team to differentiate the product on shelf. “We wanted to provide the consumer with a single-serve, portable, durable, functional, and fun packaging solution that showcases the fresh pomegranate arils,” she says.

The 4.3-oz version includes a clear cup, a translucent lid colored a pomegranate red, and a foldable spoon that snaps into the bottom of the lid—all from a proprietary supplier. The 8-oz size uses the same cup-and-lid style, but does not include the spoon. Molded into the edge of the lid and the end of the spoon is a three-pointed crown shape, reminiscent of the top of a pomegranate. This design element has been used by POM in the neck of its juice bottles, as well as in the cap for its pomegranate pills.

Package graphics are simple, with the product name splashed prominently on the front of the package on a clear label, allowing the ruby-red arils to show through. The product name is presented in the POM Wonderful logotype, which uses a red heart in place of the “O” in “POM.” The POM logo is also molded into the handle of the spoon.

According to McCartney, both the packaging and product have been a hit at retail. “We have received great feedback from consumers,” she says. “Aside from the delicious taste and convenience, they love the portability and durability of the container. Consumers also love the spoon included in the single-serve size.”

As for retailers, “POM POMS are an easy way to introduce pomegranates to new audiences in their stores who may not have ever tried them before,” McCartney adds. “The unique design and shape of our packaging has made it easier for retailers to merchandise the product. Plus it stands out on the store shelves and brings a fun, easy, and branded element to eating pomegranates. Additionally, the convenient two-size solution makes it accessible to both families and singles.”

POM POMs Fresh Arils carry an average retail price of $2.99 for the 4.3-oz size, and $4.99 for the 8-oz version.

Source: POM Wonderful