Those packaging overhauls are evil, even from a suppliers perspective. However, they're almost never for no reason, as they're very expensive for a supplier to

Those packaging overhauls are evil, even from a suppliers perspective. However, they're almost never for no reason, as they're very expensive for a supplier to do. Club packaging requirements are very particular to how they sell, in large bulk packs directly off pallets or steel racks. Usually the packaging is completely custom to the club, from the product packaging itself to the pallet packing. And no club wants the same as another (if they even stock the same product). This leads to new packaging having all kinds of unforeseen problems that slip through testing; from shifting in transit when using certain trucks, pallet crushing due to stack design, stretch wrap ripping for some reason, sub-optimal presentation when the pallet is thrown on the floor for sale, etc. The package refresh itself will take the supplier ~6-12 months (unless it's a critical deficiency in the packaging), so even if the problems present themselves immediately you're looking at a "yearly" overhaul. And then the cycle repeats itself, when new bugs are introduced (you just can't test for everything that's gonna hit at Club scale sales). Standard retailers use the same basic packaging styles, even if slightly customized for that client, so most of the 'gotchas' with those have been rooted out and accounted for, so refreshes are much less frequent. Edit: Unless you were talking about simple label changes. In which case you are correct in there being no real reason beyond the marketing department trying to keep itself employed. Supply chain departments hate it due to the headaches and costs associated with switching over (and writing off unused labels/packaging).