(And How to Avoid Them Before It’s Too Late)
For emerging brands in baked goods and confections, packaging is far more than a wrapper — it’s your marketing, your shelf life, your compliance, and your consumer experience all in one. But in the rush to launch, many startups overlook critical packaging decisions that later become costly problems.
Here are the most common pitfalls we see — and practical ways to avoid them:
Choosing Packaging Based on Aesthetics Alone
Beautiful packaging is important — but if it doesn’t protect the product, it doesn’t matter.
What goes wrong:
- Chocolate blooming due to poor moisture control
- Cookies going stale because oxygen barriers are too low
- Granola clusters breaking due to weak materials
How to fix it:
Partner early with your co-manufacturer and packaging supplier to ensure barrier protection, durability, and sealing are properly engineered for your product and supply chain.
Designing Without Knowing Retail Specs
Every retailer has requirements: dimensions, pallet patterns, tray counts, store testing protocols, etc.
The risk:
You create packaging that looks great — but won’t fit retailer flow-wrap trays or shelf sets.
Smart move:
Confirm your retail channel before finalizing packaging. Design with shelf placement, visibility, and planograms in mind.
Underestimating Labeling Requirements
Allergen callouts and net weights aren’t optional. Mistakes can lead to recalls, fines, or relabeling costs.
Key compliance elements often overlooked:
- Mandatory allergen disclosures
- Nutrition Fact Panels formatting
- Country of origin + Distributor information
- Prop 65 warnings (for CA-bound goods)
- Organic / Gluten-Free / Non-GMO verification before printing claims
Do not finalize labels until both regulatory and co-man QA teams sign off.
Not Planning for Shelf Life
Shelf life determines films, seals, oxygen levels, and preservatives. Using standard pouches or basic cartons when your product requires higher protection is a common — and expensive — oversight.
Example problems:
- Chocolate cracking due to thermal shock
- Chocolate blooming due to humidity
- Rancidity in nut-inclusion snacks
- Texture breakdown in baked products – either crunchy items becoming soft or stale and soft items becoming hard or stale
Validate packaging with real shelf-life testing, not guesses.
Over-Complex Packaging
Startups often chase premium “unboxing experiences” — but complexity drives cost.
Warning signs:
- Multiple packaging components (inner trays, cartons, decorative wraps)
- Labor-intensive manual assembly
- Custom molds or tooling too early in product lifecycle
Keep it simple until volumes justify complexity.
Wrong Size, Wrong Cost
“Shrinkflation” jokes aside — pack sizes should be based on:
- Price point
- Velocity expectations
- Shipping weight/efficiency
- Production/packaging line constraints
Mismatching these leads to reduced margins and frustrated consumers.
Forgetting About Logistics & Climate
Heat, cold, vibration, and altitude all affect packaging performance.
Risks include:
- Chocolate melting in summer transit
- Packaging bursting in air freight
- Breakage during last-mile delivery
Consider distribution realities from day one.
Waiting Too Long to Engage a Co-Manufacturer
One of the most preventable mistakes: finalizing packaging without confirming what your future manufacturer can actually run.
Co-mans want:
✔ Compatible films
✔ Standard sizes or tooling
✔ Tested packaging compliance
✔ Efficient line changeovers
Engage them early — they’ll save you from expensive reprints later.
Bottom Line
Packaging should be developed as a cross-functional effort between:
- Branding/design teams
- Food scientists
- Packaging engineers
- Retail & logistics partners
- Your contract manufacturer
Your packaging is your product’s first impression — and often its last line of defense.
Need Packaging Expertise for Your Launch?
At World Wide Gourmet Foods (WWGF), we help startups and established brands win at retail by integrating:
- Food science + barrier performance
- Automation-friendly packaging options
- SQF and regulatory compliance
- Shelf-life testing and validation
Whether you’re launching a protein cookie, chocolate-enrobed graham, granola cluster, or bar — we’ll ensure your packaging looks great and performs flawlessly.
Learn more: wwgourmet-copack.com
World Wide Gourmet Foods 