When a brand changes the way its product is made, should it trumpet that fact or keep it quiet? This is a decision that will vary from one company to the next, depending on its clientele and advertising philosophy.
In the world of food, it has become popular for products to be sold based on the simplicity of their recipes and ingredients, as part of the "clean label" trend. When a producer makes changes to its processes that allow it to make new nutritional claims, that brand opens up interesting packaging possibilities.
Oscar Mayer Goes Clean
According to Packaging World, a recent recipe change at Oscar Mayer has allowed the venerable meat brand to take a new approach to its labels. The company has themed its latest campaign around the word "no." Now, in big letters, the front panel of Oscar Mayer hot dogs states that the products don't contain artificial preservatives, colors or flavors, along with fillers, by-products and added nitrates.
Jeremy Truxal, Kraft Heinz's brand manager assigned to the Oscar Mayer business, told Packaging Digest that the new nutritional promises are a "reassurance of integrity" from the company. He added that when changing the front label of the hot dogs, the design team made subtler tweaks to the colors. Each variety of wiener is still signified by the same general shade as before, but with "richer, warmer Pantone colors." These are meant to communicate quality.
Ingredient Changes Optional
The Oscar Mayer example shows how a new packaging strategy can flow directly from a revised recipe, sometimes the revamped label can be its own motivating factor. Consultant Daniel Lohman told WholeFoods Magazine that when a company chooses a new look for its food items, that keeps the brand visible and exciting, and may have a bigger impact than adding a new ingredient. That said, brands shouldn't switch up their visual identities too often, at the risk of alienating shoppers.
Lohman had a warning for companies: Quick changes to packaging that don't please consumers can cut down a relationship between audience and brand. Labels are what people identify with when they are browsing a store. If the look they count on is replaced by a poorly designed new one that doesn't convey the same ideas, consumers may lose some of their connection to the product.
When companies adopt a new look, whether reacting to a recipe change or independently motivated, they need to make sure the quality is high and the design is in line with what consumers want. A professional quality printer such as the Primera LX1000 can help. Check it out in our U.S. store or Canadian shop.