Cape Town, January 2011: From the 31st of March 2011, 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 re-formulating product contents or re-packaging an entire product range, both very cost intensive exercises.
However, with the application of innovative on-pack solutions, compliance with the law can be leveraged into brand advantage. This is according to Stephen Beattie, Sales and Marketing Manager of Pyrotec, specialists in providing innovative and top on pack solutions.
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 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 great benefits of new product formulations needs to stand out clearly in the competitive retail landscape,” stresses Beattie. 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.
“Pyrotec PackMedia’s innovative and superior quality Autoflag™ and Protag™ labels 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.
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.”
Pyrotec PackMedia’s innovative Fix-a-Form™ leaflet labels 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.
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.
Contact Pyrotec (www.pyrotec.co.za) for further packaging tips regarding the new food legislation for brand owners.