Every month, founders tell us the same thing: “Our product is fantastic so why won’t buyers give us a chance?”
Often, the quiet answer is packaging.
Here’s what real buyers in the UK focus on before even tasting the product.
What you’ll learn:
- Why first impressions matter hugely
- How storytelling packaging grabs attention
- What buyers mean by “margin accretive”
- Why packaging function (like sealability) is vital
- How sustainability claims must be specific
- Which metrics buyers track in packaging design
Storytelling packaging cuts through the noise
Buyer Hannah Gibson from Ocado explains why unique storytelling matters:
“Differentiation is a really important thing when you’re a challenger brand. Whether that be the brand itself or the product. We’re increasingly seeing that storytelling is incredibly important. Customers care about provenance.”
Hannah Gibson, Senior Buyer, Ocado
Buyers want products with personality. When they hear provenance, quality, or founder journey clearly, it sticks.
Put your story where it’s guaranteed to be seen right there on the pack. Not buried in a pitch deck, but in your branding, colours, and words.
First impressions matter more than anything
Take the story of Choc on Choc. Co-founder Flo Broughton made sure their packaging told a story:
“I always remember… don’t send your CV in a brown envelope. Send it in a bright pink one and they’ll open it.”
Flo Broughton, Co-founder, Choc on Choc
This simple insight carried through to the packaging, bright, bold, full of personality.
Buyers scan piles of samples. If your packaging doesn’t stop them in their tracks, they’ll move on.
Be bold in design and confident in your story. Write your CV in colour, not monotony.
Margin accretive means business
Buyers care not only about how your pack looks, but also how it works for their bottom line.
“The phrase ‘margin accretive’ kept coming up. We realised we had to learn what buyers want to hear.”
Max Kohn, The Jolly Hog
Bulky, inefficient or costly packaging can kill a deal, no matter how snazzy it looks.
Highlight your retail efficiency. Phrases like “compact format = lower shelf cost” show you get it.
Packaging must function in reality
A dropped seal, ripped pouch, or awkward unboxing can derail even the best products.
Buyers routinely flag packaging failures before they even mention taste.
Ensure your pack seals properly, travels well, and opens smoothly. Quality assurance matters, share those test results with buyers.
Sustainability needs to be concrete
“Eco”, “green”, “sustainable”… they’re buzzwords now. Buyers are looking for proof, not platitudes.
Generic claims raise red flags. Specific, quantifiable progress builds trust.
Use clear badges like “50 % less plastic” or “100 % compostable pouch” right on the pack. Make it obvious and measurable.
Design must drive real results
Design isn’t just decoration. It needs to perform in-store and impact sales.
Studies show leading UK retailers measure pack performance and brand perception after relaunches.
Bring your data. If a test store showed +12 % sales after packaging redesign, say so. Proof convinces.
Final thoughts
Your packaging is more than a wrapper. To buyers, it signals your product quality, your team’s competence, and your brand’s readiness for success.
Get it right, and you get through the door. Ignore it, and that door might never open again.
