Rushikesh Aravkar

Mintel's global new products database tracks over 45,000 product launches each month across 86 markets. Among these, a small group stands out for rethinking their approach to packaging. They explore what packaging could become if some of its underlying assumptions were reconsidered, presenting a fresh perspective to its role, function and value.

A few weeks ago, iD Fresh’s PC Musthafa shared a candid reflection on LinkedIn about a product that didn’t make it. The idea was straightforward. People love butter, but dislike the mess of cutting, storing and spreading it. So, iD Fresh tried to solve the problem with a Butter Stick. Twist, spread, done. A familiar product that was made easier through packaging. Musthafa notes that the initial response suggested promise. But adoption slowed. The problem wasn’t quality or intent–it was habit.

A few weeks ago, iD Fresh’s PC Musthafa shared a candid reflection on LinkedIn about a product that didn’t make it. The idea was straightforward. People love butter, but dislike the mess of cutting, storing and spreading it. So, iD Fresh tried to solve the problem with a Butter Stick. Twist, spread, done. A familiar product that was made easier through packaging. Musthafa notes that the initial response suggested promise. But adoption slowed. The problem wasn’t quality or intent–it was habit.