Branding, Packaging and Labeling

Branding, Packaging and LabelingChapter 32

Sec. 31.2 – Packaging and Labeling

• The principal functions of product packaging

• The main functions of labels

What you’ll learn . . . What you’ll learn . . .

Packaging

• The physical container or wrapping for a product.

Functions of Packaging

• Promoting and Selling the Product

Functions of Packaging

• Defining Product Identity – invokes prestige, convenience, or status

Functions of Packaging

• Provides Information – UPC symbols, contents, guarantees, nutritional value, potential hazards

Functions of Packaging

• Meeting Customer Needs – various sizes, snack kits, etc.

• Ensuring Safe Use – plastic instead of glass, tamper-resistant packaging, blisterpacks, childproof containers

Functions of Packaging

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• Protecting the Product – during shipping, storage, and display. Protects food from spoilage. Helps prevent shoplifting

Functions of Packaging

Contemporary Packaging Issues

• Aseptic Packaging – Incorporates a technology that keeps foods fresh without refrigeration for extended periods

Contemporary Packaging Issues

• Environmental Packaging – reusable, recyclable, less wasteful, and safer for the environment

Contemporary Packaging Issues

• Cause Packaging – to promote non-product issues such as social and political causes

Ex: Body Shop, Ben & Jerry’s

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Labeling

• A label is an information tag, wrapper, seal, or imprinted message attached to a product

A labels main function is to inform about contents and give directions

Brand Label – gives the brand name, etc.

Descriptive Label

• Information about product use, care, other features

Grade Label

• States the quality – AA, A, B

Labeling Laws

• Many package labels must meet local, state, and federal standards

• FDA – Federal Food and Drug Administration – requires nutritional info, regulates health claims and defines descriptive terms such as “light,” “free,” “low,” and “reduced” to make them consistent on all products

• FTC – Federal Trade Commission – monitors for deceptive advertising that is false or misleading, including guidelines for environmental claims like “recycled” or “biodegradable.”