Branding & Marketing Blog

Part 3/3 - New Nutrition Labels - Opportunity to Update Your Brand

Part 3/3 - New Nutrition Labels - Opportunity to Update Your Brand

Brand Managers - Don't Miss Out On a Great Opportunity to Update Your Brand

By now you know that new nutrition label changes are just around the corner. You may have a good idea how they will impact your redesign, and you may be considering that opportunity we presented in our last article.

Turn This Opportunity into a Brand Facelift.

Most brands hesitate to make modifications because they want consumers to have a recognizable face for the products they buy. Brands may fear losing market share, and this is understandable. We certainly don’t recommend doing this lightly. Which is why you need to start by asking yourself, are there some missed opportunities in your packaging that you should revisit?

Let's Talk About Your Packaging

Get Noticed in The Aisle with Impactful Improvements

Branded face-panel graphics can discreetly and surgically evolve with strategic planning and good, professional advice. The key is for this evolution to show a great improvement of the established look, not simple alterations that don’t add anything to the brand. Years ago, we saw brands “enhancing” their looks by… wait for it… adding drop shadows. To everything! True, we still do that — but there are so many other ways to enrich the look of your brand’s face.

 

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Keep a Redesign Manageable.

A redesign can be overwhelming, especially if you have many new ideas. But this is an exciting process, and new packaging and printing technologies have opened new possibilities that previously weren't available. The key is to look at your packaging holistically and in the context of your brand messaging. Rather than taking it one product at a time, refresh your entire product line. This doesn’t mean you’ll need to change everything. For example, you could leave the prime visual and brandmark area completely intact while increasing the readability of the primary or secondary descriptor in subtle ways. Or perhaps your positioning or value proposition has evolved? A new design could make room for a strategic violator or call-out. Look at the changes through the lens of marketing strategy.

 

Reserve Your Free Package Design Evaluation Today

 

Regardless of the Deadline, Start Planning Now.

Twenty years ago, Orca Design Group helped many national brands usher in the last major nutritional panel upgrade. We saw most companies fall into two groups.

One group decided there was plenty of lead time and waited until the last moment to make critical decisions. Rushing through as they faced press and production deadlines, they hampered the process with hasty decisions. Not only did they have little time to spare, they had to settle for whatever decisions could fit within the last-minute scheduling.

But many other companies embraced the upgrade as an opportunity to make strategic changes across all their lines. They started the process early, planned well and allowed plenty of time for solid decision-making. They enabled themselves to make good branding choices.

Prime Opportunity for a Brand Evolution.

Now that you’re being forced into all-new packaging anyway, the possibility of making key improvements to your branded products is here. Maybe an opportunity for a strategic brand evolution? Call us to review your product line and help you determine how your packaging will upgrade to the new nutrition label. Based on our packaging evaluation of your product line, we’ll make recommendations that are aligned to your brand goals. We'll help you consider all the possibilities. www.orcadesigngroup.com

 

Update: On June 13, 2017. it was announced that the major upgrade to the nutrition labels on our food has been delayed. Those changes were supposed to happen by July 26, 2018. The FDA said it would give companies more time to make the shift. The agency did not give a new deadline.

 

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Part 2/3 - New Nutrition Labels - Larger Multi-Serving Labels

Part 2/3 - New Nutrition Labels - Larger Multi-Serving Labels

Larger Label Footprint Opens Door for Design Upgrades to Existing Packages

As we discussed in the last post, you have until July of either 2018 or 2019 (depending on your company size) to implement the new nutritional label changes that the FDA is mandating. If your company runs like a well-oiled machine, you’re probably thinking, “We’ve got this!” You’re not sweating it because you think your R&D or compliance department is on top of it. Your printer may even be telling your purchasing department that it’s a simple black-plate adjustment they can easily handle. Everyone is breathing easily because the change looks like a cinch. As a brand manager, however, you can’t sit back and let the R&D or compliance folks worry about it. Because if you are, you’re letting an opportunity slip through your fingers.

Update: On June 13, 2017, it was announced that the major upgrade to the nutrition labels on our food has been delayed. Those changes were supposed to happen by July 26, 2018. But on The FDA said it would give companies more time to make the shift. The agency did not give a new deadline.


New Multi-Serving Labeling

But first let’s look at specific changes that will impact many beverages, snacks and the like. First, the FDA is requiring a serving size recalculation, so the serving size is based not on what “people should consume” but on what they actually do. Soda, for example, will have a new serving size of 12 or 20 ounces, depending on the bottle size, instead of 8 ounces. Next, the FDA is adding a requirement for “certain products that are larger than a single serving but that could be consumed in one sitting or multiple sittings.” These are packages that contain two or three servings but could be consumed in “one sitting. For those products, a dual-column is being introduced. One will list calories and nutrients per serving and the other, per package or unit. If you have to make those types of changes — and even if you don’t — this is where that opportunity comes in that we mentioned above.

Let's Talk About Your Packaging

 

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An Opportunity to Refresh Your Product Packaging

Think about it. Every single SKU will need a new label. As you’re evaluating the impact on your label or package, this is your chance to refresh your packaging and really dial in your existing brand messaging. How often does that occasion arise? You could try out new violators, change the cooking instructions, or add a recipe or illustration to the back panel. Maybe you didn’t consider the power of the back panel when you first launched your product. There are so many ideas that can make a back panel stand out, from photos and recipes to serving tips and enhanced illustrations. You can look at your back panel real estate with new eyes.

Reserve Your Free Package Design Evaluation Today


Make the Label Overhaul Work for Your Marketing Strategy!

As you can imagine, this kind of process takes some thinking and time. Which is why we said earlier that you really don’t want to keep this on the back burner — or let the decision rest with R&D. Get started now, especially if you have an extended product line. Give us a call for a free evaluation of your packaging and we’ll review your options. Your best course of action needs to be based on your brand goals as well as reflect your brand messaging in the best light.

Update: On June 13, 2017, it was announced that the major upgrade to the nutrition labels on our food has been delayed. Those changes were supposed to happen by July 26, 2018. The FDA said it would give companies more time to make the shift. The agency did not give a new deadline.

 

Call Us Now 253-405-6330

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Part 1/3 - New Nutrition Labels - Start Planning Now

Part 1/3 - New Nutrition Labels - Start Planning Now

Will the New Nutrition Facts Affect The Design of Existing Packaging?

The nutrition label received a makeover last year — which means product and brand managers need to start thinking how that will impact their brands. All conventional and supplemental food manufacturers will need to implement the changes. Even though the FDA has recently extended the deadline to an unknown date, the time to start planning is now.

Update: On June 13, 2017, it was announced that the major upgrade to the nutrition labels on our food has been delayed. Those changes were supposed to happen by July 26, 2018. The FDA said it would give companies more time to make the shift. The agency did not give a new deadline.

 

Let's Talk About Your Packaging


Will your packaging need design edits?

The simplest and fastest answer is: It depends. The food nutrition label was standardized in 1990 and after specific label requirements were introduced in 1994, the label has received only one major change. This latest upgrade will impact almost every packaged food product, including imported products. According to the FDA, the new nutrition label reflects “new scientific information” and will “make it easier for consumers to make better informed food choices.”


image 1a

 

How does it translate into a new look?

On the surface, to consumers, the changes are probably subtle. For brands, not so much.

Here are the highlights of some changes:

  • The type size was increased for calories, servings per container and serving size.
  • The calorie count and the serving size are now in bold.
  • The statement of calories from fat is gone.
  • Added sugar has to be included.

More changes are included in the nutrients and daily values sections. For example:

  • The list of nutrients that are required or allowed to be listed was updated. Vitamin D and potassium are in; vitamins A and C are optional.
  • Nutrients have to include not only the percentage of DV but actual amounts, too.
  • The DV footnote is different — a tidier, abbreviated version.  

Various other changes related to the calculation of serving size and percentage of daily values will result in new numbers. From a design perspective, those are small things — and the great news is that for most products the new label should fit into the old footprint. However if your product requires the new Multi-Serving Nutrition Label then you will need a designer to fit the larger nutrition fact panel into the over all design. Read Part 2 to learn more about the larger panels 

 

Contact Us For Your Free Package Design Evaluation

 

Does that mean you can get away with a simple artwork edit?

Can your printer handle it? Possibly. But you may still need new plates and a new setup, even though you’re just changing a few lines. Prepress is impacted by various factors, such as a panel that’s built with rich black or ingredients that are knocked out of four colors. It may feel like you have plenty of time to figure this out but don’t keep this on the back burner. Consider your options now because this change could open the door to a much bigger opportunity (we’ll dive deeper into this next time).

This is a great time to call us for a review of your product line. We’ll take a look at your packaging for free and evaluate your options. We will recommend a course of action that aligns with your brand goals and delivers optimized results.

Call Us Now 253-405-6330

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