Packaging plays a key role in product success particularly in the fast moving consumer goods industry (Wansink and Huffman, 2001) and can affect consumers purchasing decisions at the point of sale (Sara, 1990). However, relatively little has been written about packaging in the marketing literature (Rundh, 2005; Saghir, 2002; Johnsson, 1998). The purpose of this paper is to provide a theoretical framework with which to examine how packaging contributes to marketing in general and new product development in particular. The paper reviews the literature and develops a unique framework that can be used to evaluate more fully the needs of all parties that are relevant to the development of packaging, including members of the distribution channel. This framework aims to provide new insight into the creation of new product opportunities through packaging development in a more systematic way than has been evidenced in the past.