10. What Should My Package Say?

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch10

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) What Should My Package Say?, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch10

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • concept testing and packaging;
  • origins of our favorite breakfast food - first modern and commercial cereal foods;
  • how companies get ideas on cereals;
  • cereal—a matrix to develop new ideas;
  • systematic combination of ideas;
  • cereal flavors - traditional or niche;
  • getting people and participating in interviews;
  • cereal category - driven by slogans and images which phrases conjure up;
  • text-based concepts and graphics;
  • examining the frequent cereal eater


This chapter contains sections titled:

  • Talking about Cereal

  • Cereal—A Matrix on Which to Develop New Ideas

  • How the Company Gets Ideas for Cereal

  • Setting the Stage for Research—Systematic Combination of Ideas

  • Finding Ideas to Test—Sometimes Easier but Also Occasionally Harder than You Might Think

  • From “Germs of Ideas” to Composing Elements

  • Getting People to Participate in Interviews

  • What Test Concepts Look Like

  • A Look at the results—What Should We Say?

  • Looking at the Frequent Cereal Eater

  • Different Mind - Sets Lead to Stronger Messages!

  • How Many Segments Are Best?

  • Wrapping It Up—Now What?

  • References