New Cornitos pack: Beyond the visual appeal

In a crowded and fast-evolving snacking market, packaging is no longer just a visual differentiator — it is a critical touchpoint that influences purchase, consumption, and brand loyalty. Cornitos has responded to this shift with a comprehensive packaging refresh that integrates structural innovation, consumer insights, and a sustainability approach. According to Manoj Singh, head of marketing at Cornitos, the redesign was driven by a need to align packaging performance with modern consumption habits. "At Cornitos, the new packaging goes beyond visual appeal to deliver meaningful functional improvements across the consumption journey," he says.

Designing for on-the-go consumption

A key highlight of the new packaging is the introduction of high-stability stand-up pouches with reinforced base gussets. Singh explains, "This allows them to remain upright on retail shelves and in consumers' homes, which improves visibility and storage convenience." "We have also optimised the material structure to strike the right balance between durability and flexibility, reducing the risk of crushing during transit while maintaining a premium, easy-to-handle feel," Singh adds. The result is a format that supports portability, ease of handling, and efficient storage — factors critical for consumers who snack across multiple locations.

Consumer insights

The refreshed packaging is positioned as both energy-led and consumer-centric, reflecting insights gathered from interactions with multiple shareholders. "Through interactions with consumers and retail partners, we identified the need for faster product recognition, ease of handling during multiple consumption moments, and clearer differentiation between variants," Singh says. To address these, the company has adopted bold colour coding for each variant, enabling quick identification in high-density retail environments. A simplified visual hierarchy ensures that key product cues are immediately visible, reducing decision time at the shelf.

Elevating shelf impact

In modern retail, where purchase decisions are often made within seconds, shelf visibility is paramount. Cornitos' new packaging aims to stand out through a combination of visual clarity and appetite appeal. The design employs strong colour blocking, bold and legible typography, and high-quality product imagery. Together, these elements create immediate visual impact while making it easier for consumers to navigate across variants. The redesign was executed in collaboration with Crayons Advertising, a design agency that helped translate Cornitos' energetic brand ethos into a contemporary packaging language. "These elements work together to make it easier for consumers to navigate across variants while strengthening the premium positioning of the brand," Singh adds.

The balancing act

While functionality and shelf appeal remain central, sustainability is an equally important consideration in the new packaging strategy. "The refreshed packs use high-barrier multi-layer flexible laminate materials, which are widely used in the snack industry for their ability to protect products from moisture, oxygen, and light," Singh explains. These properties are essential for maintaining freshness and extending shelf life. However, the company acknowledges the challenges associated with recycling such materials in India. While flexible laminates can be recycled through specialised channels, infrastructure limitations remain a barrier. "As a responsible brand, we are aligned with EPR guidelines and are continuously evaluating more sustainable material options," Singh says. Looking ahead, Cornitos is exploring recyclable monomaterial structures and the integration of recycled content, with a clear focus on balancing environmental responsibility with product safety.

Extending freshness, reducing waste

Functionality in the new packaging also addresses the issue of food waste. Select pack formats now include resealable and freshness-locking features, allowing consumers to store and consume products over multiple occasions. These features not only enhance user convenience but also help reduce the likelihood of product spoilage — an increasingly important factor in sustainability discussions.

Strengthening food safety

"The packaging incorporates advanced barrier laminates that protect the product from moisture, oxygen, and external contaminants," Singh explains. "Additionally, nitrogen flushing is carried out during packaging, which helps displace oxygen inside the pack, preventing oxidation and preserving product quality." This approach ensures that the nuts and seeds retain their crunch, flavour, and freshness throughout the supply chain.

A holistic packaging approach

Cornitos' packaging refresh underscores a broader industry shift — where packaging must deliver across multiple dimensions simultaneously. From structural innovation and consumer-centric design to sustainability considerations and food safety, the new packs reflect a holistic approach to packaging challenges. By integrating these elements, Cornitos is positioning its packaging not just as a protective layer, but as a strategic asset that enhances the overall brand and consumption experience.