There's no way for a customer to know what kinds of nutrients are in a food product, or what's so good about those ingredients, just by looking at it or even tasting it. It's up to brands – working within the allowed bounds of product labeling rules – to describe the properties of their foods and beverages. The clean label movement, which has already gone through a few years of development, is designed to make this connection between the benefits of eating certain items and the way those products look on shelves.
A Promotional Advantage
Entrepreneur recently profiled a brand of healthful juices for kids called good2grow. This company persevered through years of losses to become a profitable enterprise, pairing colorful licensed characters with nutritious juices to carve out a niche in the market. The company's founder, Jim Scott, explained that the brand's recent adoption of clean labeling has been a true boon, securing its place in the market. In Scott's view, the new labeling strategy was a way to "get credit for" the healthful juice in the bottles.
Adopting prominent nutrition promises has helped undercut an unhealthy image associated with the colorful cartoon character toppers that adorn good2grow's bottles. Scott explained that the link between colorful, kid-friendly packaging and sugary snack foods is ingrained, which meant he had to directly refute that idea with the information printed on the labels. He noted that the rebranding was expensive and labor-intensive, but has helped the brand grow in the health market.
Uniting Flavor and Health
The quest to create tasty items that are healthy – and wear their nutrition value on their packaging – is a pressing concern across product categories. Baking Business pointed out that as companies navigate their way into 2018, they're finding ways to embrace both natural ingredients and indulgent flavors. This has taken forms such as a chocolate-infused Nature Valley bar and Pillsbury frozen crescent rolls made with natural ingredients.
The source explained producers' quest to become as natural as possible comes in reaction to shifting customer preferences. As food buyers embrace mindful choices, brands are jockeying to be the one to provide those options. When customers want to know more about ingredients, the best way to win them over may simply be to tell them what's in the products.
High-Quality Labels Needed
When companies rebrand to become more health-focused in their labeling efforts, it's important for the packaging's overall look and feel to live up to high standards. To learn more about useful in-house labeling printers, check out Argon Technology's U.S. site or Canadian Page.