“AND” products vs. “OR” products: why you should know the difference

The first question you should ask yourself before going into product development: “Is this an “AND” product or is it an “OR” product?”

The distinction is simple: 

When a consumer is looking to purchase an item, for example, a bag of granola, they usually have an eating occasion and usage in mind. It could be snacking, breakfast, entertaining, gifting… etc.

If the new product is an “AND” product, consumers will most likely buy one item AND another of the same brand/company because, in the eyes of the consumer, the products are meant for different eating occasions.

If the new product is an “OR” product, the eating occasion, in the eyes of the consumer, is the same and therefore he/she doesn’t see the need to purchase two items, so one OR the other will be chosen.

Are you looking to launch a new product? Do you need help determining if it should be an “AND” product over an “OR” product?

Crafted Co-Packing & Consulting is turning innovated ideas into successful products. Contact us. 

3 Reasons Why Nutrition is Driving Food Trends

food trends

March is National Nutrition Month and this year’s theme is “Savor the Flavor Of Eating Right”.  However, the force behind food trends goes well beyond flavor and is much more focused on the essence of food itself. Consumers are demanding and want convenience, locally sourced, fresh food alternatives that match their busy lifestyles and provide perceived health benefits at the same time.

How do you position your product in this new paradigm? 

Follow these 3 basic concepts.

1. Make it Convenient

Meal Kits and Grocerants are surging among busy millennials.   Consumers want fresh options to fast food and these two delivery systems are bridging the gap. Products that can meet special diet needs such as Gluten-free and Vegan are a double bonus.

2. Keep it Simple

Clean labels and natural colors fall into the less is more category.  Consumers want to know what they are eating. The ingredient list is read first by the nutrition savvy shopper.  Snack foods that are derived from ancient grains, vegetables and plant-based proteins are trending because of their perceived health benefits.

3. Package the Trend

Packaging draws the consumer to your product and provides a platform to tell your story.  Avoid excessive labeling and health claims but emphasize nutrition buzz words like whole grain, probiotics and antioxidants. Nutrition data displayed graphically is better understood by consumers

Nutritfood trends 2ion plays a crucial role in health, wellness and managing chronic disease and consumers are looking to the food industry to provide healthier options. At the same time, they are also demanding that brands maintain a high level of food integrity by sourcing organic, local and ethically sourced ingredients.

The good news is that you have an ally on your quest to stay on-trend, current and relatable. If you are feeling overwhelmed by the current changing environment, feel free to give us a call and we can help you navigate your path to success!

Case Study: Celebrity Chef


Case Study: Celebrity Chef Recipe Goes Into Full Production

We worked with this particular company to take a beloved recipe published in a best-selling cookbook and scale it to a commercial product sold in a major US retail chain.


The client needed a commercially scalable formula based on the cookbook recipe and also a facility that could make the product with the highest quality standards in mind to ensure brand consistency.

Project Scope:Untitled-1

  1. Keep the integrity of the original recipe
  2. Scale the recipe while keeping the same flavor and texture
  3. Find a facility with the appropriate equipment and certifications
  4. Make suggestions for process improvements
  5. Assist with packaging compliance
  6. Calculate nutritionals
  7. Develop a cost structure and material sourcing
  8. Oversee first run and launch


  1. Communication: This project had multiple companies who were involved with launching the line from the brand, to the retailer, to the distributor; each party was responsible for an element of the project.
  2. Supply Chain: These products had a lot of new materials for the manufacturer to onboard into their facility.
  3. New Process: The manufacturer of this product installed new equipment to fulfil the order.

Our Solutions:

  1. Communication: We managed the communications of the launch across departments and companies to ensure everyone was on the same page and deadlines were met. Having a central contact that was knowledgeable about the whole process kept the project on track.
  2. Supply Chain: We researched material suppliers and secured the appropriate documentation to speed up the onboarding process as well as compared costs across multiple sources.
  3. New Process: We were onsite for the test-run and first production run to oversee operations and quality on behalf of the client.


With the help of our team, the client launched a quality product on schedule. Sales figures of the product are not available, but it was distributed to over 1,000 stores. We still work with this customer today.

Due to our confidentiality agreements and commitment to honoring them, we do not mention the names of the companies we work with unless given written permission.