There is an unmistakeable momentum in the market. Consumers wants to know more about what’s inside the products they buy and manufacturers need to update their labeling with newly required information such as the presence of GMOs, BPAs and other elements, either by law or by consumer-group demand. It’s a good time to not only update your labeling, but also consider a new packaging design.
These days, food and beverage companies are being pressured to update their labeling because of a Vermont State law coming into effect on July 1st 2017, requiring products containing genetically modified organisms (GMO) to be clearly identified as such.
Many major manufacturers such as General Mills, Kellogg, ConAgra and Campbell have already communicated that they will disclose this information on their packaging within the coming months, if they haven’t already.
As many consumers don’t trust the food industry to act in the public interest, transparency and information are key to increase trust. A new packaging design can help increase the visibility of the required information and enhance trust.
Not only is adding a “non-GMO” mention on the label great information, it is also positive for business. For example, Jolly Time, a popcorn manufacturer, added the non-GMO mention 2 years ago on its packaging. Like almost all popcorn, its popcorn is GMO-free. But adding the mention on the label made a perceptual difference. At the moment of truth (the point of sale), many consumers probably picked Jolly Time over others simply because they mentioned it. (see picture)
Another element trending in the industry because of public pressure is the removal of Bisphenol-A (BPA) from packaging. The FDA doesn’t think BPA levels are sufficient to ban BPA from the food supply, but discourages its use for baby bottles, sippy cups or packaging for infant formulas. BPA-free or no-BPA mentions important to consumers and putting it forth reinforces the trust factor. Recently, Campbell took the decision to stop using BPA in its canned products by 2017.
“Free” and “No”
While we’re at it, remember the “Fat Free” and “Sugar Free” movements? Adding these mentions to products within reason inform and seduce consumers to buy. It’s a fact, “No” and “Free” sell! Keep in mind that Sugar-free or Fat-free don’t necessarily mean healthy.
There is momentum for change
Manufacturers are in the position to take advantage of new consumer demands and new regulations. Timing is great these days to consider a new packaging design by updating labeling, rebranding, and adopting new, cost-effective packaging options such as shrink sleeves with the help of experts.
Consumers want to trust manufacturers. Why not provide the information they want by updating your packaging?