Rethink the Coffee Packaging Standard with the Stand Up Pouch

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A walk down the coffee aisle can be deceiving. Rows of flat-bottom box pouches seem to signal they are the only choice for a roaster wanting to be taken seriously on the shelf. But, just because this shape has become the default, doesn’t mean there aren’t other options. Ones that can serve your purpose just as well. A stand up pouch is one of those options and, depending on where your coffee brand is in your retail journey, it can be a better one.

How the flat bottom became the default for coffee packaging.

The box shape didn’t become the norm without merit. Its wide front and back panels give you more room to tell a story than some of the alternatives. This space is a precious commodity when your packaging has to do the heavy lifting of selling consumers on your brand against all others on the shelf.

The silhouette itself has its strengths as well. The clean and squared off structured reads premium. It also pairs cleanly with features like degassing valves and resealable zippers that many rosters opt into in order to protect the quality of their beans. It’s easy to see why so many adopted the format. As the at home coffee market grew (and continues to grow) it was natural for new entrants to go with the status quo.

Still, this wide adoption doesn’t mean it’s the only shape that works. Those same jobs — expansive artwork, degassing features, resealing options, and upright silhouette — can all be achieved with a stand up pouch.

The case for the stand up pouch.

While the squared sides and broad panels give the flat-bottom box pouch a substantial presence on the shelf, a stand up pouch can still deliver what you need. Standing upright on a bottom gusset, the pouch provides a clean billboard that gives your art plenty of opportunity to capture the attention of shoppers. It’s a format that holds up in a crowded set, which is why it dominates equally busy snack aisles.

The deciding factor for the stand up pouch over the more traditional box pouch tends to be the added production flexibility. The box-style format often proves to be a better fit for larger volume runs. Some roasters prefer a lower up-front commitment that leaves room to start small and scale, test a new label, adapt inventory to bean availability, or turn a seasonal roast around quickly. The stand up pouch flexes across all these use cases.

Minimizing fear of commitment.

This volume flexibility eases the commitment fears many roasters hesitate to voice. Many early-stage brands aren’t ready for the volume a flat-bottom pouch often demands. The production efficiencies of a stand up pouch paired with a packaging partner who meets your brand exactly where you are with no order minimums can take you from a farmers market table to direct-to-home sales to your first wholesale account. All while looking like the intentional, premium brand your customers seek out.

The other way your packaging partner can take the pressure off is a prototyping program that allows you to work through the kinks before locking into a full production run. It can also help you show up well in buyer meetings and tradeshows before executing on a shelf-ready order.

Poise for growth as your brand expands.

As your brand grows, so do your packaging needs. And not just in terms of volume. Some choose to hop aisles with cold brew and ready-to-drink options that mean exploring pressure sensitive labels. Gift sets, variety packs, and holiday collections may mean packaging multiple SKUs together or alongside merch in folding cartons.

Each new format represents an exciting opportunity for growth, but also an opportunity for your brand to drift. You’ll want to make sure your packaging partner (or partners) is able to deliver a consistent color and print quality that starts with your stand up pouch and carries across whichever formats you choose to move into.

Get ready for the coffee packaging conversation.

Expanding your thinking beyond the standard issue coffee packaging can free you from some concerns, but it may start to make things feel overwhelming. The good news is, it doesn’t have to be. It’s the job of your packaging partner to get you to the right format. You just need to be prepared to answer a few questions about your business as you work together.

Come to the conversation ready to discuss:

• What your real timelines are
• Your current SKUs and how they will be changing in the near future
• The process behind how your coffee gets filled and by whom
• Current volume numbers and goals for growth

With a clear picture of your business and goals, your packaging partner should be able to tell you if a stand up pouch is the place to start or if it’s in your best interest to explore a flat-bottom box pouch. You shouldn’t have to worry about coming up with the answer on your own.

The goal of the conversation is to leave with a strategy and a format that fits where you are today without blocking your growth in the future.