The USA has millions of CPG products and packaging updates and changes happen regularly. When an error or delay can potentially cost hundreds of thousands - even millions, it’s a high stakes activity. Complete Acuity Inc. is the first and only service in North America exclusively dedicated to overseeing packaging transitions for companies looking to avoid costly errors and missed deadlines.  It officially launches in the USA this June and is the solution for marketing and supply chain managers who can’t afford to take their eye off their top priorities, and must ensure a successful packaging transition.  

“Given the risk for errors is high in something as complex as a package transition, we’ve found significant demand for our service – especially among CPG mega-brands,” says Maureen Dollard, Principal of Complete Acuity. “Managing packaging components, while minimizing write-offs, avoiding regulatory fines and maintaining launch dates, is difficult for any size manufacturer undergoing a package transition. It’s not unusual for costly errors to occur and it is a source of stress and distraction for marketing and supply chain managers. Complete Acuity addresses this pain point. I can confidently say our niche service has saved our multi-national clients significant time and money.”

Complete Acuity to the Rescue

CPGs update their packaging for many reasons: the launch of a new innovation, brand refreshes, regulatory changes, reformulations, or a simple address update. Whether the change is simple or complex, it puts a strain on both internal and external resources.

“Complete Acuity played a vital role in the re-staging of four national brands simultaneously,” said Bill Lenahan, retired Lipton Innovation Manager.  “As you can imagine it was a large, and challenging project and Complete Acuity’s ability to ramp up quickly, and develop and execute an implementation plan was outstanding. It gave us some breathing room to focus on the relaunch and growing the business, knowing we had the experts running the package transition project.”

The Most Common Packaging Transition Errors & How to Avoid Them

According to Ms. Dollard, the most common errors of a package transition are:

1.    Incomplete scope of Work – Success is in the details. Make a comprehensive list of changes. Take inventory of every component impacted by the update – primary, secondary, displays and more.

2.  Repetitive packaging updates – look for efficiencies. Determine if multiple updates can be done at once.

3.   Not verifying dielines - changes with printers and production may require a new one.

4.   No dedicated resource – packaging updates are time-consuming, detail-oriented and tedious, a large-scale transition can be tantamount to a second job!

5.   Outdated certifications – confirm that the logos and agreements are up to date and not nearing expiry.