In the packaging world, it has a different meaning. With efforts to conserve in terms of materials and transportation costs, we are seeing some products being shipped with something missing – an element left for you, the consumer, to add.
Some products (think cleaning products, for example) contain a lot of water. That water makes the product heavy to transport and ultimately there is a cost associated with that. With the luxury of clean running water in most of our homes (noted, not accessible everywhere), some companies are asking consumers to add their own.
We see some products presented as concentrates – essentially it means the water has been removed. Replenish® offers one of the most innovative product/package combinations for this. The bottle is reusable and replaceable pods of concentrated cleaners are easily attached. This saves on plastic through reuse and transportation costs by not shipping water.
Sometimes completing the product experience on our own is about adding convenience as well as costsavings. A recent excursion to a natural food store led me to two protein shake products that come ready to “fill, shake, and go”. Rather than presenting you with a product that might require refrigeration or become unstable, they have provided the powder and the bottle, and you simply add your own water or milk. (Check out PR2Systems and AboutTime.)