New labelling for Freshpak speciality teas

26 Apr 2012

In line with the new food-labelling act, Freshpak has relabelled its teas, highlighting their functional ingredients rather than their functional benefits. Freshpak Shape will now be known as Freshpak Hoodia, Digestive as Senna and Energy as Ginseng. The company is committed to fair labelling practices and the new names are intended to assist consumers in making healthier food choices in line with packaging legislation.

The Foodstuffs, Cosmetics and Disinfectant Act (FCDA), which came into effect on 1 March 2012, will prevent food companies from making unsubstantiated claims on or about their products. The Act makes it easier for consumers to make more informed purchasing decisions, by ensuring they have access to honest, accurate and relevant information on the labels of all foods.

The Act is particularly relevant in the speciality tea arena, as an increasing number of people begin to appreciate the role their diets play in their overall health and wellbeing, and fill their shopping baskets accordingly. This trend is strong in speciality teas; with sales growing at over 200% in volume over the last year, led by Freshpak.

The teas contain ingredients that have been used for centuries as natural aids to common problems:

Hoodia has been used by the San Kalahari Bushmen as a substitute for food and water to reduce hunger pangs during long hunts
Senna was popular with the ancient Egyptians for assistance with the digestive system
Ginseng is used by the Chinese as a natural energy booster and to counter the effects of stress

The renaming of the tea range not only demonstrates its commitment to fair labelling, it also reinforces the brand's continued focus on differentiation, innovation and leadership. The renaming exercise will be supported by point-of-sale material and communication strategies that will focus not only on educating consumers about the name change, but also on the benefits products.