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Miscellaneous
sensible consensus is a must on the UK's proposed health labelling scheme
for food packaging, argues Alcan Packaging Europe's marketing and communications
manager, Kath Atikinson.
As legislation affects more and more areas of business, the packaging industry
is the latest to feel its effects. The Food Standards Agency's proposed traffic
light labelling system has spurred ongoing debate amongst the grocery trade and
manufacturers regarding alternative design formats, and consideration really
should be give to how such changes will affect food packaging and its current
use within brand promotion.
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With most brand owners currently leveraging the promotional properties of
packaging and utilising it as a sales driver, such legislation could prove
critical to brand success. While subtle or cleverly applied labelling of health
advantages can prompt consumer selection and offer a point of differentiation,
confused messaging and inconsistent signage could prove detrimental to some
brands.
Mixed messages around what consumers should look out for on pack and varying
symbols and colour codes could, if we're not careful, act as barriers to
consumers rather than benefits, causing confusion and potentially restricting
selection if purchasers don't understand what the labelling means.
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