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Today’s consumers are looking for more out of their food than ever, and the ready-to-eat (RTE) food category is no exception. Modern consumers have several (often competing) priorities, including freshness, quality and convenience, and they’re also looking for healthy, sustainable options.
These expectations have helped transform the RTE industry from frozen TV dinners to high-quality, convenient meal options that range from mac and cheese to orange chicken. Packaging is part of what made that transformation possible. It’s packaging that protects the products, allows for convenience, preserves freshness and acts as the main billboard for your brand.
So, what should you consider when packaging for RTE meals? Here’s how to elevate your RTE packaging while balancing both your packaging needs and those of your consumers.
The Evolution of Ready-to-Eat Meals and Consumer Preferences
Since their inception, ready-to-eat meals have revolutionized how we eat — and have brought packaging innovations along with them. Beginning as TV dinners that had to be heated up in the oven, ready-to-eat meals allowed for a fast and convenient way for families to gather around the TV. Soon, ready-to-eat meals became even more convenient with microwaveable packaging, and drew interest from consumers interested in portion control and an affordable, quick dinner.
An early TV dinner from Swanson vs. a modern, more premium ready-to-eat meal from Kroger.
But, RTE foods often lacked the flavor, freshness and variety of a home cooked meal, and dipped in popularity over time, leading the industry to branch out into other options — though still largely limited to frozen meals from a few leading brands.
Now, with advances in food and packaging technology, the RTE food industry has responded to the consumer demand for fresh, flavorful and convenient meals that are also ready to eat. They’ve also responded to shifting consumer lifestyles, even offering options catered to camping and outdoor adventures. Big brands and private label companies alike offer consumers a wide variety of fresh, gourmet and unique options. From plant-based meals to international cuisines, the RTE market now offers something for everyone, and store brands are also entering the space.
As more players enter the space, the need to differentiate your RTE food brand has never been greater. In the RTE space, packaging carries a significant amount of that weight, as it must be functional, convenient, eye-catching and sustainable all at once.
The Unique Role of RTE Packaging in Reaching Consumers
Function and Product Protection
Packaging is critical to the success of any brand, but it’s particularly critical to get it right for RTE products. For RTE foods, packaging is more than the container the product comes in. It’s the first line of defense in protecting the product from oxygen, moisture, contamination or other factors that can compromise quality, shelf life and flavor. Packaging helps ensure that your product delivers on consumer expectations and allows consumers to enjoy it as intended.
Kevin’s Natural Foods Sirloin Steak Tips with Gravy cannot be heated in the package, but offers clear heating instructions to deliver a positive consumer experience.
But, RTE foods often lacked the flavor, freshness and variety of a home cooked meal, and dipped in popularity over time, leading the industry to branch out into other options — though still largely limited to frozen meals from a few leading brands.
Now, with advances in food and packaging technology, the RTE food industry has responded to the consumer demand for fresh, flavorful and convenient meals that are also ready to eat. They’ve also responded to shifting consumer lifestyles, even offering options catered to camping and outdoor adventures. Big brands and private label companies alike offer consumers a wide variety of fresh, gourmet and unique options. From plant-based meals to international cuisines, the RTE market now offers something for everyone, and store brands are also entering the space.
Cultivating Trust
In an era where consumers are more discerning and health-conscious than ever, packaging signals and reinforces product quality and safety. Clear labeling, quality construction and a premium look and feel all build consumer trust and set your brand apart from the rest. Packaging quality is particularly important if you offer premium or specialty RTE products, where consumers expect more from their packaging.
How to Win Over More Consumers With RTE Food Packaging
Creating a memorable brand and keeping consumers coming back to your products starts with delivering on their expectations. When it comes to packaging, that means you’ll want to:
Prioritize freshness and shelf quality. Consumers are starting to see ready-to-eat meals as healthy alternatives to fast food (or even restaurant food). That means your packaging must protect against contamination and loss of flavor or texture. Technologies like lidding film, high-barrier flexible packaging films can improve the shelf life and integrity of your product, ensuring that consumers receive the best possible experience.
Enhance convenience. Convenience remains a top priority for RTE consumers, but it’s not just about meal preparation — it’s also about packaging use. Consider features like resealable closures for multi-portion meals, microwaveable packaging, and laser scoring, which makes flexible packaging easier to open. These elements improve the consumer experience and enhance their perception of your brand as high-quality and thoughtful.
See packaging as part of your brand. With RTE products, packaging is your primary billboard, showcasing your product and building your brand — especially if you’re a start-up, private label or store brand. Using eye-catching designs, high-quality labels or folding cartons, and even tactile features can help build your brand and reinforce its values. You’ll also want to highlight your brand story and provide clear meal preparation instructions.
By focusing on these strategies, you can ensure your RTE food packaging not only meets consumer expectations but exceeds them. At Belmark, we’re committed to helping you achieve these goals with packaging solutions that are as innovative and high-quality as the products they contain.
Stay Ahead of Competitors With RTE Food Packaging from Belmark.
Ready for packaging that meets consumer needs while helping your business grow? Belmark can help. From technical expertise to our wide range of customizable packaging options, Belmark has everything you need to stand out in the increasingly competitive RTE market.
When it comes to RTE food packaging, speed, service and quality are non-negotiable. At Belmark, we pride ourselves on delivering these and more. Our industry-leading turnaround times ensure that you get your products to market on the timeline you need it, without sacrificing quality. Our team will work closely with you to understand your unique needs and develop packaging solutions that align with your brand, customers and budget. Whether you’re an established brand, private label manufacturer or new to market, Belmark has solutions that meet your needs.
