"Many food manufacturers will have to go through the cost intensive exercise of reformulating products so as to meet the new legal requirements, but there is also an opportunity for brand owners to enhance brand loyalty through the consumers' new perceptions of their brand's health and safety credentials. One of the ways to drive this perception is through well-strategised on-pack communication," says Beattie.
Nearly three quarters of purchase decisions in the FMCG sector are made in store and it takes the average consumer just about 0.2 seconds to choose one brand over all the rest.
"Communication about the benefits of new product formulations needs to stand out clearly in the competitive retail landscape," he says. The group has acquired expertise on the ambit of the new regulations and can also has tailor on-pack solutions designed to help products stand out in the retail sphere.
"The group's proprietary labels are ideal tools for highlighting special features and communicating new launches on pack. These effective, eye-catching promotional devices raise brand awareness and increase visibility on shelf."
For some manufacturers and marketers, complying with all the legal requirements for marketing products in South Africa demands a complete redesign of packaging, which involves high costs to the business.
According to Beattie this should be viewed as an investment. "Brand owners can optimise their compliance by promoting their new packaging benefits to consumers. This is an opportunity to build brand relationships by providing trusted communication that is of value to consumers."
Its leaflet labels are ideal and cost-effective promotional tools for this purpose. The device increases shelf attractiveness and provides adequate space to highlight the special features of new product.
Although marketers and brand owners face far stricter, more enforceable laws pertaining to marketing of their products, the application of innovative on-pack solutions will ensure that compliance with the law is leveraged into brand advantage.
Go to www. www.pyrotec.co.za for further packaging tips regarding the new food legislation for brand owners.
