Retail Packaging: Sea Salt

Food Brand Packaging Gains Shelf Life at Specialty Retailers

All Natural, Regional Flavor Brands Entice Health-Conscious Consumers

Hawaii Kai's Palm Island Premium brand of all-natural sea salt is for price-conscious consumers seeking freshness and unique taste, for under $5 retail.

In preparation for channel expansion, Hanson Marketing led updates to North America retail packaging to capture the allure of the Hawaiian Islands, to preserve freshness, and to educate shoppers on its healthiness and simple, everyday uses. Per-unit cost guidelines for a sub-$5 retail price required research and selection of new production vendors, design agencies, and fulfillment partners. The resulting brand is filling an unmet price point for brokers and distributors, with favorable margins for all, and is now on the shelves of influential retailers from coast to coast.

Expanding Brand Lines to Reach Broader Markets

With the addition of a premium-blend product, "Hawaii Kai Gourmet," the company found a new tier of more-upscale natural food retailers and gourmet stores.

The new line positioned Hawaii Kai's "medium choice" product pricing choice, commonly offered to shoppers every day (e.g., venti vs. grande lattes, upsized fast-food meals). With this tiered product offering, the company was able to attract new retailers in influential metro markets and lucrative private-label partnerships in specialty gourmet sectors. It even helped to start a new endeavor in upscale natural personal care.

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