A collaboration between Kraft, Sonoco Products Co. (www.sonoco.com) and Spear, Inc. (www.spearinc.com), the new packaging, dubbed Snack 'n Seal, is a patented, resealable structure that's easy to open and helps prevent tearing. Unveiled nationally in June 2005, the package incorporates a thermoformed tray inserted into a horizontal, flowrapped film, the latter of which incorporates a reclosable top panel with a precision die-cut opening to which a pressure-sensitive label is applied. The label can be grasped by a tab having an adhesive-backed, "clear" film printed with "Lift Here" and peeled back to reveal the opening. The adhesive strip on the tab is 1 in. at its widest point.

Consumers can then access the cookies and reclose the package without having to open the end seals. The package contains a widely used, high-barrier film structure with technology borrowed from the baby and homecare wipes market. Kraft's Laurie Guzzinati, senior manager of corporate and government affairs, says that the Snack 'n Seal design addresses feedback from consumers about their frustrations with opening and closing overwrapped trays and tearing the packaging film. The tears can lead to transferring the cookies to another container for storage. "With Snack 'n Seal, this is eliminated, resulting in a reduction in material waste," Guzzinati notes.

Since the initial launch, the new package has baked up nearly double the cookie sales of the previous packaging, says research firm IRI, as noted by information supplied by Kraft. Subsequent cookie line extensions, including packs for three varieties of Chunky Chips Ahoy! cookies, went into the market in July 2006. Also, Newtons cookie packs featuring the Snack 'n Seal technology were launched in April 2006.