Basic Bags
By Elena Sullivan

Wal-Mart sells a unique PL–vacuum food sealer bags.

Retailers may overlook the store brand plastic bag category, but they still stock their shelves with the standard bags.

Plastic bags are a staple. Most retailers, be it mass merchandisers, drugstores, or supermarkets, carry PL plastic storage bags. The majority of these retailers seem to rely on the basics–freezer bags, sandwich bags, snack bags–for sales, rather than on innovation. However, a few retailers are stepping up and introducing new varieties of plastic bags, in particular microwaveable steam bags.

Despite the lack of innovation, some retailers do sell updated versions of their private label plastic bags. Target, Minneapolis, MN, sells a new version of its slider storage bags. The retailer informs shoppers that the bags are new by placing a yellow stripe across the edges of the box, along with a call-out stating “New and Improved Seal.” Despite the yellow stripe, the retailer sticks to its standard design: bulls-eye icon and different colors for each bag variety.

Most retailers employ the same design technique, sticking to simple colors and lettering. Most of Duane Reade, NY, NY, store brand plastic bag varieties have packaging designs that mimic that of national brands; however, a few varieties have a simpler design and don’t call shoppers’ attention on shelves. For example, the box of its Ez Glide storage bags is plain blue, with only a picture of the zipper closure. The packaging of its Seal ‘N Loc sandwich bags is a bit brighter, enabling it to stand out more on the shelves. A picture of a sandwich bag with a colorful sandwich is displayed on the box.

The packaging of Wal-Mart, Bentonville, AZ, PL plastic bags is similar to Duane Reade’s, in that the retailer has chosen to use solid color boxes with a rim of blue. However, while Duane Reade sticks to basic blues on its packaging, Wal-Mart and most retailers who sell plastic bags assign a different color for each variety (i.e.: green for snack bags and pink for storage bags). The distinct colors enable shoppers to quickly distinguish the difference between each type of bag.

Dollar Tree, Chesapeake, VA, exemplifies a retailer that attempts to offer its store brand plastic bags with a more unique package design than its competitors. For instance, the retailer uses two vivid, almost florescent colors on its packages, which catch the shopper’s eye. The writing on the box is large and clear, and to emphasis the bag’s attributes an arrow points to a cartoon-like illustration showing specific features such as ‘pull handles.’

Following Trends

Although the majority of its bag choices are standard, Wal-Mart does offer a PL selection that is not commonly seen on retailers’ shelves–Great Value heavy duty vacuum food sealer bags. Wal-Mart claims that the vacuum food sealer bags can be used with nationally branded vacuum sealing machines and keep food fresh up to 5 times longer than traditional storage bags.

Another trend that seems to be evolving is microwavable steamer bags. Last year Hannaford Bros. Co, Scarborough, ME, featured them on its shelves, and at this year’s Private Label Manufacturer’s Association’s Trade Show, many suppliers were seen exhibiting similar bags (See PLMA Show Report in this issue). Microwaveable steam bags are just another innovation to make busy Americans’ lives easier.

Recommended Suppliers

• Presto Products Company, A Business of Alcoa Consumer Products, Appleton, WI, 800-228-1390
• Covalence Plastics (Formerly Tyco Plastics), Minneapolis, MN, 800-873-3941 x 307
• El-En Packaging Company Limited, Ontario, Canada, 905-761-5975• Webster Industries, Peabody, MA, 978-632-2000

Products described or shown in this article are not necessarily available from these suppliers. For more suppliers see current Private Label Directory & Buyer’s Guide.