Surely, you've eaten nut butter from a squeezable pack by now. Maybe you remember Capri Sun and Go-GURT. Squeeze pouches are everywhere with the market expected to grow 6.2% every year from 2015 to 2018, reaching $37.3 billion. Some say it's cool for adults to eat pureed food from pouches, while others disagree. We aren't choosing sides, but let's be real - they're popular because they're quick, portable and shelf-stable, which is just what we need in 2018.
It Starts in Space
Like a lot of food trends (freeze-dried food, etc.), squeeze-pack food got its first big break in the space industry. What's it like eating beef and vegetables in zero-G? Well, it's much easier when every bite is in a tube.
Spill-Free Snacks for Kids
But astronauts aren't the only ones on the move. If you've ever tried to get a toddler to sit at the table for ten minutes, you understand. In the next wave of squeeze pack foods, we see kids taking center stage.
- While Capri Sun (introduced in the US in 1981) says their pouch was invented to preserve freshness and keep the drink cool, it had a nice side benefit - it made them easy to pack in lunches (they're pliable), and they don't spill when tipped over. Talk about a win for parents!
- Go-GURT was also an early part of the squeeze pack revolution, launched in 1999. Unlike Capri-Sun, Go-GURT was born from the idea of eating on the go and marketed their product to parents by encouraging kids to "Lose the spoon!"
For Everyone
Our everyday lives aren't slowing down, and as we run from one place to the next, the variety of squeeze pack foods keeps expanding.
- For the outdoor enthusiast - try pre-cooked breakfast and fruits and veggies on the go.
- For anyone that just needs a snack - chia seeds make this fruity pouch more filling.
- For the environmentalist - make your own! Refillable pouches are available from brands like Squooshi and Kiinde.
What This Means for Brands
Not every product lends itself to a pouch. But no matter what, you should be thinking about how well it works for consumers on the run. Is there a snack pack version you could create? Consumers are always seeking solutions for their on-the-go lifestyles, but they want to feel good about the food they eat too. Pouches help ake many better-for-you foods more transportable.
So... now what? Maybe try cooking with some of that puree! Let us know what you think.