Have you been working tirelessly in the kitchen for months perfecting that recipe that’s going to make your fortune? You know, the one that’s full of goodness, is nutritionally balanced and perfect for everyone? Maybe it’s the next vegetarian or vegan delight that’s going to take the audience by storm.
You’ve done the hard work, all you need to do now is package it, label it and hey presto it’s ready to go on the shelves.
Take a moment to consider a few very important points…
- Is the packaging adequate?
- Is it functional, does it protect the product?
- Does the packaging comply with the stringent food standard requirements for the
particular food product? - Does it look attractive to your target audience?
- Is your label correct, does it contain the right information? Legislation dictates what should be on the label and if you don’t know where to turn this can be an absolute nightmare, and the implications to your brand and reputation can be costly in more than just monetary terms, if it all goes wrong.
- Have you worked out your nutritional tables properly, have you even thought about your nutritional tables – all very important in this day and age when everyone is counting calories and watching their sugar intake?
- Is there sufficient space on your packaging for all this information or is it too small to read?
- Are all/any allergens clearly marked on the label?
- Does your packaging and labelling tell the consumer everything they need to know?
Seek advice and guidance from the experts, including advice on selecting the most functional materials to give adequate protection to your food product throughout its shelf life and very importantly, ensure that the narrative on your packaging meets all legislative requirements for its pack content, in its intended market.
Don’t struggle on your own, it’s ok to ask for help. There’s lots of information out there, start with the FSA website https://www.food.gov.uk/business-guidance/packaging-and-labelling and if you're still feeling lost, don't hesitate to contact a creative agency that specialises in food and drink branding and marketing for support.
Article by Richard Chyzy of Black House Creative.
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