Transparent packs require more research

Ready meal packs risk failure

Related tags Meal

Transparent packaging for ready meals must meet consumer expectations or risk failure, warns a market research specialist.

A new range of ready meal products, which clearly shows the ingredients layered in transparent pouches, may well be tapping into our increasing interest about what goes in to the food we eat, says Engage Research.

But, more research might be needed to see whether transparency turns us on or off such open product packaging.

“Certainly, with transparent packaging you can convey the impression that the ingredients are of a better quality as there is nowhere to hide gristly offcuts or less than perfect vegetables,”​ says the firm's director Lyndsay Peck.

But, there is a risk that it can be quite polarising as the product is neither an easy ‘put in the oven dinner’ nor a dinner that you have selected the ingredients for yourself, she adds.

“People can be a little cautious about having ingredients jumbled up together, especially as there is no hiding place. If the meatballs look ‘grey’, you can’t disguise that,”​ says Peck.

Contact: Engage Research

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