Maltesers, beloved British treats created in 1936, are now being enjoyed more from cardboard boxes than plastic pouches. This preference is backed by scientists, like Professor Charles Spence from Oxford University, who explains that the packaging influences the eating experience. In a box, Maltesers can roll around, creating visual interest and auditory sensations that enhance enjoyment. This phenomenon reflects broader trends in food marketing, suggesting that packaging plays a key role in consumer perception of taste and enjoyment, as supported by social media discussions and endorsements from public figures.
"Maltesers roll about in a box so we pay more attention to them rather than sitting in the bottom of a bag stationary and hard to find."
"Food in motion captures our visual attention - it's what M&S uses, and Super Bowl ads where food products are always shown moving."
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