It's been all over the market for a while. While this packaging trend is not appropriate for all markets, it has the power to catch a customers eye really effectively.
More than ever, products are required to stand out from the rest of the pack. We live in a world where competition is fierce, products are seen as commodities, and prices are pushed down. You need to stand out and offer something different, even if your actual product is the same as others on the shelf.
You need to market your product more effectively than the person offering the lowest price. We all know one way to differentiate your product is in the packaging, and this just may be the trend for you.