Beverage Industry logo
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
Beverage Industry logo
  • NEWS
    • R&D News
    • Supplier News
  • PRODUCTS
    • New Products
    • Reader's Choice Poll
  • CATEGORIES
    • Alternative Drinks
    • Beer
    • Bottled Water
    • Cannabis Beverages
    • Carbonated Soft Drinks
    • Energy Drinks & Shots
    • Juice & Juice Drinks
    • Plant-Based Beverages
    • Sports Drinks
    • Tea and Coffee
    • Wine & Spirits
  • R&D
    • Beverage R&D Features
    • Ingredient Spotlight
  • PACKAGING
    • New Packages
    • Packaging Equipment
    • Packaging Material
  • OPERATIONS
    • Distribution
    • Plant Focus
  • TOP LISTS
    • Beer Market Report
    • Executive of the Year
    • State of the Beverage Industry
    • Top 100 Beverage Companies
    • Truck Report
    • Wholesaler of the Year
  • MEDIA
    • eBook
    • Podcast
    • Polls
    • Videos
    • Webinars
  • DIRECTORIES
    • Annual Manual
    • Contract Packaging Guide
    • Take a Tour
  • MORE
    • Classifieds
    • Channel Strategies
    • eNewsletters
    • Events
      • Membrane Technology Forum
    • Interactive Product Spotlights
    • Market Insights
    • Sponsor Insights
    • Store
    • White Papers
  • EMAG
    • eMagazine
    • Archived Issues
    • Advertise
  • SIGN UP!
Packaging Material

GoodBelly redesign targets mainstream consumers

Packaging balances form and function

By Laura Zielinski
GoodBelly
July 16, 2015

In the consumer packaged goods space, brand owners are tasked not only with creating a product that resonates with consumers, but a package that conveys its purpose and message to them. Although a lot of thought goes into the initial packaging design, brand owners know the importance of listening to their consumers, and potential consumers, as their business grows in order to reach a broader audience.

The story: In 2008, Steve Demos and Todd Beckman, founders of organic food company NextFoods Inc., Boulder, Colo., believed that healthy food makes great medicine and, as such, created the GoodBelly brand, which brought non-GMO, dairy- and soy-free, vegan and kosher probiotic drinks to the marketplace.

With its sleek black carton and emphasis on unique probiotics features, GoodBelly quickly distinguished itself from other fruit juices in the natural channel.

The challenge: Because of the brand’s success in the natural channel, GoodBelly’s marketing team had a gut feeling it was ready for wider distribution that went beyond specialty food stores. In order to communicate to this broader audience, the company hired health-marketing specialist Denver-based LRXD to design new cartons for its quart- and single-shot-sized juice products to appeal to new consumers.

Shoppers who perused natural-foods stores always had responded positively to GoodBelly’s packaging, which conveyed it as a functional product that aids the digestive tract. However, company research found a hitch just as it was about to pitch the product to the masses: Because probiotics were the packaging’s priority, most consumers didn’t identify GoodBelly as a juice despite complementary images of produce and a glass of the colorful drink. It needed to boost its flavor appeal.

The solution: The brand decided to play down its biology lesson and focus more on taste to achieve the perfect balance of form and function. From focus group to grocery store shelf, the carefully planned rollout took more than a year.

But the preparation was worth it. GoodBelly swears by consumer research and data-driven analysis, so it conducted focus groups to craft art and copy to ensure new consumers could instantly understand the carton’s content and how the product could positively impact their everyday health.

With those findings, LRXD designed the visuals to give the proper weight to each of the product’s benefits: its probiotic function, great taste and dairy-free benefits. One finding that affected this balance: the fact that 60 percent of customers eat yogurt regularly. This meant the non-dairy message did not need to be emphasized as much as previously thought.

Also, different sizes of GoodBelly can be found in different store sections — quarts generally sell in dairy next to yogurt and other dairy-based probiotics, while shots are available in the supplements section. Therefore, the packaging for the various products needed to be consistent in appearance.

LRXD maintained the package’s eye-catching black background, and chose to replace small, static pictures of produce and juice glasses with cornucopias of fruits and vegetables that appear to burst off the boxes. With the redesign, LRXD simplified the message and made it consistent across all SKUs. A new tagline runs in small type above the Helvetica-type GoodBelly label now: “Drink daily for healthy digestion.”

Kelly Reedy, LRXD’s chief executive officer and chief creative officer, says the updated look conveys the idea that wellness begins with a healthy belly. Although GoodBelly cartons still inform shoppers that its drink has probiotic benefits, the functional message is de-emphasized with smaller, less-prominent text in color-coded boxes to let the flavor appeal shine through.


This article originally appeared in the March 2015 issue of BRANDPackaging, a sister publication of Beverage Industry magazine. For more information, visit brandpackaging.com. 

KEYWORDS: fruit flavors packaging design Probiotics

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
to unlock your recommendations.

Already have an account? Sign In

  • top 100 beverage companies

    Top 100 Beverage Companies of 2024

    For the global beverage market, mergers and acquisitions...
    Sports Drinks
  • Chocolate, Strawberry, Vanilla shakes

    Classic flavors provide reliable, consistent results for beverage-makers

    Classic flavors of chocolate, vanilla and strawberry...
    Ingredient Spotlight
    By: Chloe Alverson
  • Free Spirits Instant Bar Bundle

    Lifestyle trends drive growth for non-alcohol category

    As lifestyle trends continue to drive growth for the...
    Alternative Drinks
    By: Lauren Sabetta
Manage My Account
  • eNewsletters
  • Online Registration
  • Subscription Customer Service
  • eMagazine Subscription
  • Manage My Preferences

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Beverage Industry audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Beverage Industry or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Fourpeople toasting with cocktails made with low-sugar ingredients, celebrating healthier drink options.
    Sponsored byCargill

    What’s Hot in Sugar Reduction: Beverages

  • chocolate milk
    Sponsored byCargill

    Sweetening the Future for Dairy and Dairy-Alternative Beverages

  • woman pouring a drink
    Sponsored byFFP

    Building a Beverage System: Meeting Consumer Demand for Precision Wellness

Popular Stories

Sting Energy

PepsiCo, Sting Energy unveil global partnership with Formula 1

people drinking Wynk

Mindful drinking prompts growth for THC beverages

top 100 beverage companies

Top 100 Beverage Companies of 2024

Top 100 Beverage Companies of 2024

Events

April 16, 2025

2025 State of the Industry Series: Alcoholic Beverages

On Demand In Beverage Industry’s annual State of the Industry: The Alcohol Beverage Market, analysts at S&D Insights LLC delve into these trends and how they’re shaping the industry.

June 26, 2025

FAST. FOCUSED. FUELED: Delivering Energy Consumers Can Feel

Learn how to formulate products that deliver the energy experiences that people want, and keep them coming back for more.

View All Submit An Event

Poll

Retail Coffee Segment

What retail coffee segments will fare well into the next year?
View Results Poll Archive

Products

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

Milk and Dairy Foods Nutrition, Processing and Healthy Aging

See More Products

Related Articles

  • Beverage News

    GoodBelly releases new RTD beverages

    See More
  • Viniq Shimmery

    Beverage brands redesign packaging with consumers in mind

    See More
  • Pineapple PUREbottle

    Natural, organic retailers face competition from mainstream channels

    See More

Related Products

See More Products
  • trends.jpg

    Trends in Beverage Packaging 1st Edition

  • GlobalData_Consumer.jpg

    Consumer and Market Insights: Beer in the US; Trends and innovations in Beer

See More Products

Events

View AllSubmit An Event
  • June 26, 2025

    FAST. FOCUSED. FUELED: Delivering Energy Consumers Can Feel

    Learn how to formulate products that deliver the energy experiences that people want, and keep them coming back for more.
View AllSubmit An Event
×

Elevate your expertise in the beverage marketplace with unparalleled insights and connections.

Join thousands of beverage professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing