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Personalizing Food Labels and Packaging

 How to connect with consumers based on their goals and education needs surrounding food consumption.
The more personalized a shopping experience feels to a consumer, the more loyally he or she will buy a brand. Thanks to companies like Google and Facebook, this has never been more true than today. While data mining can feel intrusive, it has also set the bar for consumers. We are becoming used to targeted ads and information. We expect relevant information to be accessible to us.  This opens the doors of opportunity in food packaging.
On one end you have strategies like the “Share a Coke” campaign, appealing to consumers as individuals. People went crazy for the cans that had names on them. People even made creative videos using the cans, like the pregnancy announcement seen here:
On the other hand are the new food labeling laws for which food manufacturers are gearing up. They are designed to benefit consumers and give more accurate, clear nutrition information.
In the middle is an opportunity for food manufacturers to leverage both of these things to make the consumer feel cared for on a personal level. Here are a couple of simple ways to do this.
The “I’m Full of This Nutrient” approach: We’ve seen stickers on food that say things like, “High in Calcium” or “Great source of Vitamin C.” These stickers are great, but not everyone knows what he or she should be eating. One of the proposed nutrition label designs outlines information like, “make sure you get enough of” and “avoid too much of.” They are intended to educate consumers about healthy consumption. The truth is, everyone is different. Depending on individual preferences, goals, and body types, everyone seeks out something different. If they don’t know what they should be putting in their bodies, they usually can identify with a particular goal. Stickers would be better personalized, then, to say things like, “Supports bone health,” or “High in calcium – one of the nutrients vital to bone health.” Going a step further, a sticker could read, “Paired with grains, meets FDA recommendation for a balanced breakfast.”
If you are unable to stay within laws pertaining to claims you can make about food, you can utilize the next method.
The “I Make Your Life Easier” approach: QR codes take up minimal space on a package, but can provide limitless information. Your QR code could link to quick and easy meal ideas or recipe suggestions for balanced meals, high-fiber meals, low-fat meals, or any other goal your demographic may have. You could also link it to information that helps consumers know what to eat more or less of. QR codes are free to produce, so you can change them as many times as you want. Just place the appropriate, enticing title above the code to get people to scan and buy.
For quality food labels, including food stickers, contact Adhesive Label Inc. Our fifty years of experience gives us a competitive understanding of grocery, food processing, and bakery niches. Contact us at 800-542-0016 or fill out a request form here.