The Packaging is Crucial
In the middle of the 20th century marketing was still in its infancy, but it was nevertheless already a wellknown fact that attractive packaging contributes to selling a product.
As far as we can tell from accounts of the past, the first packages of Coffee Roasting Company Schreyögg are, however, much older and consisted of paper bags which were closed by hand. In the sixties 100 g cellophane bags were introduced in addition to these paper bags.
The world-wide triumph of cellophane resulted in a real revolution in the packaging industry: from now on the oldest plastic for packaging which is still commonly used today became established alongside paper, glass and metal. Cellulose-based cellophane was not only extremely popular because of its transparency, it also convinced with its microclimatic properties which allow the dry storage of foodstuffs – making it ideal for coffee. Apart from that, this material could also be printed on, and there was clearly an awareness that aesthetic packaging promoted sales. Schreyögg took this up – and emphasised the advantages of its coffee on additional printed material.