--- title: When did the packaged food aisle get so cool? - The Hustle description: Packaging can be make or break for food & beverage brands vying for attention on the shelf. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2070592382-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Packaging_20231003215516.webp --- # When did the packaged food aisle get so cool? ![Sara Friedman](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Sara Friedman](https://hs-sbup.thehustle.co/author/sara-friedman) [Sara Friedman Twitter profile ](https://twitter.com/sarafriedmannn) Published: October 05, 2023 Updated: October 11, 2023 You know how growing up, your mom would have you hide all the pantry items before the company arrived? ![Magic Spoon cereal boxes, a Banza pasta box, Graza olive oil containers, and Poppi soda cans.](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/2070592382-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Packaging_20231003215516.webp?width=595&height=400&name=2070592382-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Packaging_20231003215516.webp) Today’s kids might never experience that mad rush, because packaged food is getting a makeover. In place of the Jolly Green Giant and Toucan Sam are package designs good enough to frame: - There’s [Graza](https://www.graza.co/), social media’s favorite olive oil brand. - Chickpea-based [Banza](https://www.eatbanza.com/) pasta in its signature red-orange box. - [Magic Spoon](https://magicspoon.com/) cereal, decked out with eye-catching art. - And, in the drink aisle, a seemingly endless array of beautiful cans, like adaptogen drink brand [Kin Euphorics](https://www.kineuphorics.com/) and prebiotic soda [Poppi](http://drinkpoppi.com/). #### **Helping brands get camera-ready…** … are creative [agencies](https://tastecooking.com/olive-oil-and-chickpea-pasta-got-cool-you-can-blame-this-agency/) with their finger on the pulse. Branding pros like [Gander](https://www.takeagander.com/), [Zero Studios](https://zero.nyc/), and [RoAndCo](https://www.roandcostudio.com/) are giving food and beverage products the Brooklyn tote bag treatment. But it’s about much more than being cool:** **The global food packaging market is projected to reach [$468B](https://www.globenewswire.com/en/news-release/2022/11/23/2561739/0/en/Global-Food-Packaging-Market-to-Touch-Valuation-of-468-18-Billion-by-2028-Coca-Cola-PepsiCo-and-Anheuser-Busch-InBev.html) by 2028. #### **And packaging can make or break a product’s success:** - [81%](https://www.johnsbyrne.com/blog/packaging-matters-3-purchasing-behavior-statistics/) of consumers have tried something new because of its packaging. - [72%](https://www.ipsos.com/en-us/news-polls/Most-Americans-Say-That-the-Design-of-a-Products-Packaging-Often-Influences-Their-Purchase-Decisions) say packaging influences their purchasing decisions. - [63%](https://www.johnsbyrne.com/blog/packaging-matters-3-purchasing-behavior-statistics/) have purchased a product again based on its package. #### **Brands have their work cut out for them…** … to meet shifting consumer preferences. Food packaging made from biodegradable materials — like bamboo or seaweed — will likely become more popular as consumers [prioritize](https://www.mckinsey.com/industries/paper-forest-products-and-packaging/our-insights/sustainability-in-packaging-inside-the-minds-of-us-consumers) sustainability. **Other trends point to high-tech:** Interactive packaging with QR codes linking out to immersive experiences, or smart packaging embedded with sensors to provide information on freshness and storage, could be next. Our ask: Can someone design packaging to keep french fries hot, but not soggy? Topics: [Food](https://hs-sbup.thehustle.co/tag/food) ## Follow us on social media prev next - ![Holy smokes, there may actually be a limit to Texans’ love of barbecue](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1244337807-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Texas-BBQ_20230928210924.webp) ### Holy smokes, there may actually be a limit to Texans’ love of barbecue - ![Think your industry is weird? Get a load of the beaded ice cream business](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/908447747-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-dippindots_20231002233115.webp) ### Think your industry is weird? Get a load of the beaded ice cream business - ![The cereal industry’s forecast has no added sugar](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/258270469-19-News-Brief_2023-09-24T200813.124Z.webp) ### The cereal industry’s forecast has no added sugar - ![One chip, several problems](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/161461033-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-paqui_20230914213352.webp) ### One chip, several problems - ![The shroom boom is coming to the candy aisle](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1460885417-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Mushrooms_20230816224353-1.webp) ### The shroom boom is coming to the candy aisle - ![A Pop-Tarts and Crocs partnership exists because we’re all total suckers](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1897903693-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-croc-tarts_20230814231514.webp) ### A Pop-Tarts and Crocs partnership exists because we’re all total suckers - ![L’Eggo my… booze in a jar?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/858195133-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Eggo_20230822212534.webp) ### L’Eggo my… booze in a jar? - ![Investors in search of greener pastures look to lab-grown meat](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/62473941-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Beyond_Meat_stock_20230806234941.webp) ### Investors in search of greener pastures look to lab-grown meat - ![Hot dogs are making their stand](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/765967681-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-hot_dog_20230711001828.webp) ### Hot dogs are making their stand - ![Holy cow, we’re eating a lot of chicken](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/458357979-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Chicken-vs-Beef-v1_20230706225246.webp) ### Holy cow, we’re eating a lot of chicken Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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