New label legislation solutions
FROM March 31 next year, an array of acts, regulations, guidelines and codes aimed at protecting the South African consumer will come into effect.
For marketers, complying with these regulations may translate to a series of fundamental transformations for their brands, such as reformulating product contents or repackaging an entire product range, both very cost intensive exercises.
Stephen Beattie, sales and marketing manager of Pyrotec, specialists in providing innovative and top on-pack solutions, says although most companies are aware of the legislation, many do not know what it entails. In many cases, awareness has not yet been turned into action.
For food manufacturers, the new legislation requires detailed on-pack disclosure of product ingredients including special criteria, warnings and precautions for fats and oils, meat and all food additives, as well as lists of ingoing ingredients for compound ingredients.
“Many food manufacturers will have to go through the cost-intensive exercise of reformulating products 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.
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.
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.”
Above-the-line advertising often creates the attention, interest and desire for a product. In-store is where the “action” happens and onpack is perfectly positioned to catch the consumers’ eyes. A recent study by the Point of Purchase Advertising Institute, the global organisation for marketing in retail, showed that 70% of purchasing decisions are made in store and at the point of purchase, showing that in-store communication provides the call to action for purchases.
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 great benefits of new product formulations needs to stand out clearly in the competitive retail landscape,” stresses Beattie.
Pyrotec PackMedia has not only acquired expertise on the ambit of the new regulations, but also has tailored on-pack solutions designed to help products stand out in the retail sphere.
The company offers a number of on-pack communication solutions, including Autoflag and Protag labels, which are ideal tools for highlighting special features and communicate new launches on-pack. These highly effective, eye-catching promotional devices raise brand awareness and increase visibility on shelf, says Beattie.
The company also offers Fix-aForm leaflet labels which are ideal and cost-effective promotional tools for this purpose.
The eye-catching device increases on-shelf attractiveness and provides adequate space to highlight the special features of new product launches or packaging.
Companies such as Pyrotec have close international links and Beattie says SA compares favourably with inter national best practice, although he adds “brand owners often have limited budget and this can sometimes limit innovation in our markets”.
He says that marketers and brand owners should realise that while they face far stricter, more enforceable laws relating to marketing of their products, they should see the change as an opportunity to boost their on-pack communication and leverage that into brand advantage.
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If someone stole a dress from an “unprotected” retail outlet, they would be charged with theft, not robbery.
The official definition of “rob” (per Oxford English Dictionary) is
PACKAGING: Rows of bottles await labelling and packaging at Fynbos Fine Foods.