Behind the more than 2.4 million ready-to-eat meal trays sold at 7-Eleven each day lies more than just attractive packaging design. It is the result of a data-driven marketing strategy and color-coded packaging developed by CPRAM Co., Ltd., a company within the CP ALL Group and a leading ready-to-eat food manufacturer.
The packaging is designed to help categorize products according to consumers’ eating habits, enabling customers to make quicker purchasing decisions without having to spend time reading labels. This approach is supported by a research and development team of more than 200 specialists, who oversee everything from enhancing production processes to designing the appearance of the packaging.
Decoding the 4 Meal Box Colors for Every Lifestyle
- Red meal boxes are designed for immediate consumption. These chilled meals are stored at 2-6°C and have a shelf life of 5-6 days. Ideal for busy urban lifestyles, they offer both convenience and freshness, making them the best-selling meal box category.
- White meal boxes are designed for pantry planning. These frozen meals are stored at -18°C and can be kept for up to 6 months. They are ideal for consumers who prefer planning meals in advance and reducing the frequency of grocery shopping.
- Green meal boxes are designed for health-conscious consumers. Each meal contains approximately 400-500 calories and features reduced-sodium recipes.
- Gold meal boxes are designed for consumers seeking a premium dining experience. Under the EZYGO brand, they features carefully selected ingredients and chef-inspired recipes, particularly seafood-based dishes such as Squid Fried Rice with Salted Egg.
Black meal boxes are classic chilled ready-to-eat meals that many customers know and enjoy. Produced by CPF, they are stored at 2-6°C and have a shelf life of approximately 7 days. This category includes everyday ready-to-eat meals, including EZY Choice and selected EZYGO menus.
