food Marketing & Technology 3/2022

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Grow with the Flow Ideas lead to innovations, decisions lead to success, strangers become partners. The beverage and liquid food industry is meeting up to experience innovations with all five senses and be swept along with the Flow. Get your ticket now! Key No. 101574 Key No. 101735 World’s Leading Trade Fair for the Beverage and Liquid Food Industry September 12–16, 2022 drinktec.com
Editorial Label Trends or Label Science Going shopping used to be so easy. Make a list: bread, eggs, cheese, coffee and done. Then we had children and wanted the best products, the healthiest origins and the best nutritional contents. My wife read the labels and I studied the packages to see if I could discover any of our advertisers. Food labelling then as now was a major business. Labels are supposed to help us make informed choices about what we eat. Knowledge about nutrient composition is essential to find a healthy diet. Unfortunately it is not always that simple. More often than not, the packs are listed with ingredients that are not in the product, for example no meat, no sugar, no fat, no artificial colours, etc. Often words or phrases are used where the definitions are at best unclear, such as fresh or natural or reduced, high in. What does this all mean? What does the consumer actually want from a label? I suggest there are three aspects. Presentation: labels need to be readable, clear, attractive and wellstructured. The information needs to be easy to find. Obviously the price needs to be shown, but sometimes this is hidden or confused by a 100g comparison price. The ink needs to withstand temperature and moisture changes. A badly printed label gives the impression that the food inside is also sub-standard. Understanding: people need a language they can relate to. Food nutrition may be a science, but most consumers are not scientists. It is a challenge to pass on as much information as necessary, whilst bearing in mind that less may really mean more. For me the third aspect is confidence. Consumers need to believe the information provided on the label is true. Is the source reliable? Where does it come from? Who benefits? Sometimes the colours on the packs are too good to be true, but at least they stand out on the shelves. Is a SPECIAL OFFER really that special? Ian Healey Editor-in-Chief Nowadays shopping with teenagers brings a new side to things. Peer pressure! Some foods or especially drinks are in. Or out. Millennials are well informed about nutrients and what they can do in your body and what constitutes a balanced diet. Was it Oscar Wilde who once said: “The only thing worse than reading food labels, is not reading them“? Photo: Bruno Bozic Sincerely, If you like it – subscribe! food Marketing & Technology • June 2022 3 food Marketing & Technology • June 2022
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