Thermochromic Ink Enhances Go-GURT’s New Packaging Experience
Grace Mahas — May 21, 2024 — Marketing
References: packagingdigest
General Mills has introduced an innovative packaging solution for its new Yoplait Go-GURT Freeze to Reveal yogurt, launched this summer. This exciting packaging incorporates thermochromic ink, adding an element of surprise and engagement for consumers, particularly children.
The thermochromic ink reveals hidden graphics on the yogurt tubes only when they are frozen. At refrigerator temperature, one set of graphics is visible. When the tubes are frozen, the ink activates and additional graphics appear, enhancing the product's appeal.
Aimed at accommodating Go-GURT’s versatile consumption options—chilled, frozen, or frozen and then thawed—the packaging design includes messages that highlight these use cases: “Right from the Fridge / Freeze ‘n’ Thaw, Pack it for School / or Enjoy it Frozen.”
The revealed designs, featuring themes like “ice” and “frozen” with characters such as Yetis and penguins, are strategically placed to delight consumers. General Mills conducted extensive temperature studies to ensure the hidden messages appear correctly at the right temperatures, providing a fun and engaging experience for kids.
The thermochromic ink reveals hidden graphics on the yogurt tubes only when they are frozen. At refrigerator temperature, one set of graphics is visible. When the tubes are frozen, the ink activates and additional graphics appear, enhancing the product's appeal.
Aimed at accommodating Go-GURT’s versatile consumption options—chilled, frozen, or frozen and then thawed—the packaging design includes messages that highlight these use cases: “Right from the Fridge / Freeze ‘n’ Thaw, Pack it for School / or Enjoy it Frozen.”
The revealed designs, featuring themes like “ice” and “frozen” with characters such as Yetis and penguins, are strategically placed to delight consumers. General Mills conducted extensive temperature studies to ensure the hidden messages appear correctly at the right temperatures, providing a fun and engaging experience for kids.
Trend Themes
1. Interactive Packaging - Using thermochromic ink to reveal hidden graphics only when frozen offers a novel way to engage consumers through packaging.
2. Temperature-responsive Designs - Packaging that changes appearance with temperature variations adds an element of surprise and delight for both children and parents.
3. Child-focused Consumer Engagement - Incorporating characters and playful themes into packaging design makes the product more appealing to younger audiences.
Industry Implications
1. Food and Beverage - The use of thermochromic ink in packaging introduces a playful and engaging way to present food products.
2. Packaging Technology - Innovative packaging that interacts with temperature opens new avenues for product differentiation and consumer engagement.
3. Children's Products - Novel packaging solutions designed to entertain and educate young consumers enhance the appeal of children's food items.
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