Reach out and buy 2!

Twin packs are merchandised everywhere. Reach out and buy 2!

There are several well designed twin packs at CLUB this week.

In this blog post I share two very different approaches in the ketchup space.



I really like how Heinz has merchandised their twin pack. The sturdy rings wrap around the cap where the legendary “57” branding is displayed. Nice touch!  I struggled a bit picking their twin pack up off the display.


The bottles seem to have a mind of their own even though the rings try to keep the bottles aligned. Is it possible for consumers to re-purpose those sturdy rings after removing them from the bottles?



I really like how French’s has applied a blank clear plastic sleeve around the two bottles.  The sleeve hugs the bottles tightly making consumer handling easy. While the plastic sleeve does wrinkle around contours, it doesn’t seem to negatively impact the brand label and message. This is the ultimate example of low cost, twin packing.


Are you planning a twin pack launch? Remember, all moments of truth count when designing a twin pack:

First moment – merchandising

Second moment – consumer use

Third moment – end of life options

Thanks for reading brands and packages. I am a packaging consultant and the MO of my brands and packages blogs is to share packaging goodness and continuous improvement.

I help brands make packaging better, easier and faster.

Need help with your next packaging project? Please reach out!


Karen Blumel






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