Packaging isn’t just about how a product looks—it’s about how it sells. For food entrepreneurs, packaging is one of the most powerful tools for communicating why a product is better. It shapes first impressions, drives shelf impact, and quickly tells the customer what matters: what the product is, who it’s for, and why it’s worth buying.
At Union Kitchen, Accelerator Members build their packaging strategies using real-world data—drawing from performance in Union Kitchen stores, syndicated category insights, and direct feedback from buyers and customers. That data-driven approach helps founders design packaging that speaks clearly, connects quickly, and ultimately drives sales.
In a recent Packaging Digest article, Union Kitchen Senior Vice President Elena Gonzalez shared three of the most common packaging mistakes early-stage entrepreneurs make—and how to avoid them.
1. Trying to Say Too Much
New brands often overload their packaging with callouts in an effort to communicate everything at once: functional benefits, dietary attributes, sourcing claims, emotional positioning.
“When designing your packaging, less is more,” Gonzalez advises. “Too much information leads to consumers disengaging and not absorbing your messaging.”
Clarity sells. Strong packaging should focus on your core value proposition —and make that stand out.
2. Hiding the Flavor
For food and beverage products, taste remains the primary purchase driver—especially for repeat buying. Yet many early-stage brands focus so heavily on health claims or certifications that they bury the actual flavor of the product.
“Taste reigns supreme when it comes to purchasing decisions,” says Gonzalez. “A frequent mistake in food packaging is over-emphasizing dietary attributes at the cost of highlighting flavor.”
Leading with flavor—visually and verbally—ensures customers know what they’re getting and why it’s enjoyable.
3. Ignoring Visual Flavor Cues
Colors matter more than most founders think. Over time, consumers learn to associate certain colors with specific flavors—yellow with lemon, red with strawberry, purple with grape. When those associations are missing or misused, it creates unnecessary friction at shelf.
“By matching packaging colors with product flavors,” Gonzalez explains, “you create an easy visual guide for the consumer, simplifying the decision-making process and improving the overall experience of the product.”
Successful brands don’t just think about shelf presence—they think about how quickly a customer can identify and understand what they’re buying.
At Union Kitchen, Accelerator Members work hand-in-hand with our team to develop packaging that not only reflects their brand identity, but also performs in the market. By avoiding these common missteps and making packaging decisions based on real data, founders are better positioned to connect with customers—and grow.
📖 Read the full Packaging Digest article: 3 Packaging Mistakes Newbies Make (But Shouldn't)
Learn more about how Union Kitchen helps food founders launch, grow, and scale successful businesses here.
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