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January 23, 2012

Nestlé to adapt ‘easy-to-use’ packaging model

Swiss food giant Nestlé has announced plans to adapt its approach to product packaging design to ensure consumers of all ages can use them without difficulty.

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Swiss food giant Nestlé has announced plans to adapt its approach to product packaging design to ensure consumers of all ages can use them without difficulty.

The company will pursue the approach of ‘inclusive design’, established at the University of Cambridge in the UK, to develop product design to meet the needs of more people, especially the elderly.

According to Nestlé, companies can use several tools to determine how they can make products easier and safer to use, in addition to maintaining freshness, provide easy-to-understand instructions and minimise waste.

Nestlé global head of packaging and design Anne Roulin said: "Putting the consumer at the centre of packaging development means creating products and packaging that are easy to use regardless of age, disability or physical condition."

As part of the initiative, Nestlé has partnered with Arthritis Australia to launch an accessibility benchmarking scale study to predict the range of people that can use the company’s packaging.

Nestlé packaging experts used specially designed gloves on some of its products to simulate the way the disease restricts an arthritis patient’s movement and strength.

Last year, the Nescafé Gold packaging was already redesigned to make the company’s coffee product easier to use for consumers of all ages with a new easy-to-hold jar, ‘click and lock’ screw cap and easy-peel foil cover.

In the US, the company launched new packaging for its ready-to-drink brand, Boost, in February 2011, which included an easy-to-grip bottle, an easy-to-open cap without the inner seal, and easy-to-handle multipack holders.

 

Image: Last year, Nestlé redesigned the Nescafé Gold packaging to make it easier to use and hold. Photo: courtesy of Nestlé.

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