"Diet" is a controversial word. On one hand, it's associated with fads and scams to help people lose weight. For people who've dieted in the past, it can evoke the frustration of denying themselves the foods they really want. And on the other, it's become successful shorthand for foods, particularly beverages, that contain fewer calories. The soda industry has been particularly reliant on the word "diet" to market products with artificial sweeteners.
Recently, U.S. Right to Know, a California-based consumer advocacy group, created a petition in opposition to examples of the word "diet" in beverage marketing. The Portland Press Herald reports that the group says the label can be misleading to customers.
"Consumers are using products — Diet Coke and Diet Pepsi — that are advertised to make us think they assist in weight loss, when in fact ample scientific evidence suggests that this is not true, and the opposite may well be true," says the petition to the Food and Drug Administration.
While the petition may not yield any results, it starts an important conversation about how to market low-fat, sugar-free and low-calorie products. If your company sells foods and beverages in this market, carefully considering your food labeling strategy can help your business arrive at a brand message that's right for you. Many brands communicate the same message as the word "diet" with other, less contentious words and phrases.
It's important that labels don't give consumers the wrong impression about the effects and benefits of using a product. With an industrial label printer, brands can take charge of their messaging and craft the brand signatures that speak most accurately to their products. Contact us today to learn more about custom label printing.