In the consumer packaged goods (CPG) world, the old playbook said: build a product, buy attention, and scale with paid media. But today’s smartest brands aren’t winning because of ads—they’re winning before customers ever click. They win on shelf, in hand, and in the first three seconds of discovery.
How? Packaging is now part of the product—and part of the growth strategy. It carries the story. It communicates trust. It creates emotional connection before a single impression is paid for.
From frozen aisle disruptors to category challengers in center store, packaging is becoming a growth channel. Here are five emerging brands proving that packaging strategy is business strategy—supported by three packaging trends changing retail in 2025.
Brands That Are Leading with Packaging
The Real Cereal Company – Purpose Meets Packaging
The Real Cereal Company isn’t trying to win the breakfast war with artificial flavor blasts. They’re winning with trust. Their packaging uses over 40% post-consumer recycled (PCR) content, enabling them to match product integrity with sustainability claims. The design is simple and confident—mirroring the brand’s message: real ingredients, real food, no tricks.
Lesson: Consumers don’t buy cereal—they buy alignment with the brand behind it. Packaging becomes proof of values.
Graza – Form Factor Creates Behavior
Graza changed the olive oil category not by changing what’s inside—but by reconsidering how people use it. The squeeze bottle isn’t just packaging—it’s a new form factor that redefines consumption. They didn’t compete on price or heritage—they competed on usability.
Their matte green bottles stand tall in a category full of glass copycats—and their tone of voice seals the deal: bold, playful, confident.
Lesson: Packaging can disrupt behavior. When form changes function, you unlock a new category narrative.
Visit Graza here.
Chamberlain Coffee – Brand World in a Pouch
Chamberlain Coffee proves that modern CPG growth is built on community + design consistency. Their resealable pouches are friendly, fun, and instantly recognizable—engineered for strong shelf blocking and repeat visibility. The brand didn’t grow because of a celebrity co-founder—it grew because the packaging invited shoppers into a world. And that’s where loyalty lives.
Lesson: Packaging isn’t a wrapper—it’s a community signal.
Oath Oats – Small-Batch Storytelling
Oath Oats built a brand around ingredient integrity—and they let the packaging speak for them. The design uses intentional simplicity, letting typography and storytelling carry the emotional weight. It looks like something made with care—because it is. Authenticity isn’t just claimed—it’s demonstrated.
Lesson: Clean packaging doesn't mean boring. When done right, simplicity sells.
Visit Oath Oats here.
GOODLES – Joy Wins
GOODLES is what happens when modern CPG stops taking itself so seriously. Bold colors. Playful copy. Personality at every touchpoint. But beneath the charm, the packaging does something important: it turns mac & cheese into a modern food choice: higher protein, prebiotics, and a story consumers want to be part of.
Lesson: If you want people to feel something, design for emotion—not just information.
Packaging Innovations Reshaping CPG in 2025
Flexible Packaging Is Taking Over
Stand-up pouches and rollstock are now the fastest-growing packaging format in CPG thanks to shipping efficiency, lower material usage, and shelf impact. But the biggest shift isn’t adoption—it’s evolution. Brands are moving quickly toward mono-material films that meet recyclability requirements without sacrificing durability.
According to Packaging Digest, flexible packaging is projected to outpace rigid formats again in 2025, driven by e-commerce growth and material innovation.
Packaging Is Now a Media Channel
QR codes used to feel gimmicky. Now they’re strategy. With serialized codes, NFC tags, and smart print capabilities, brands can track engagement, authenticate products, and deliver post-purchase experiences.
A Forbes report highlighted that 84% of brands plan to integrate smart packaging in the next three years.
From shoppable packaging to loyalty integrations, the gap between packaging and digital is closing fast. And the brands that see packaging as a data touchpoint will win.
Practical Sustainability Replaces Greenwashing
Sustainability is shifting from broad promises to measurable progress. Instead of chasing “100% sustainable” headlines, brands now focus on:
30–50% PCR film content
Designed-for-recyclability materials
Responsible sourcing and transparent claims
The Sustainable Packaging Coalition reports that demand for PCR is outpacing supply—proof that progress, not perfection, is winning the market.
Key Takeaways for CPG Leaders
Principle | Reality |
|---|---|
Packaging is strategy | It drives trial, trust, and conversion |
Design is performance | Shelf impact now rivals ad impact |
Sustainability must be real | Practical > performative |
Agility is advantage | Small runs + fast turns = faster growth |
Packaging is media | Every pack is an engagement opportunity |
What This Means for Your Brand
If you’re an emerging CPG brand, packaging is your first real investment in growth. Before your first retail buyer meeting, before your first nationwide launch, before you ever spend on ads—you need packaging that actually works:
✅ Protects product integrity
✅ Communicates your story in seconds
✅ Reduces lead times and minimizes cash burn
✅ Scales from startup to national distribution
✅ Aligns with sustainability expectations
✅ Creates measurable engagement
That’s not a design problem. That’s a packaging strategy problem.
Powered by Admiral Packaging
At Admiral, we help CPG brands move faster from concept to shelf with custom flexible packaging engineered for agility, shelf performance, and sustainability. Whether you’re launching your first SKU or scaling nationally, we build packaging that gives you a competitive edge—with service and flexibility that match the speed of today’s markets.
If you’re scaling a CPG brand and want packaging that grows with you—not against you—let’s talk.
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