Brand owners must make the move into retail-ready packaging or the retailers will do it for them, according to United Biscuits packaging innovation manager Rae Cherrie
Speaking at a Packaging Innovation seminar, Cherrie encouraged other brand owners to follow the lead of United Biscuits and purchase shelving units so they can test retail-ready packaging themselves.
Cherrie argued that primary packaging rather than the secondary RRP pack should sell the product.
United Biscuits has spent considerable time working with supermarkets and their staff to develop its RRP.
Cherrie said firms should follow the guidelines on RRP drawn up by Efficient Consumer Response.
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