Do multi-page labels offer display solution for proposed exercise graphics?

By Staff reporter

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Multi-page labels: a display solution for proposed exercise graphics?

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As a leading UK health charity proposes that food labels carry graphics encouraging consumers to exercise, Denny Bros says multi-page labels can help manufacturers display large amounts on information on pack.

The UK-based printing specialist manufactures Fix-a-Form multi-page labels that allow supplementary information to be incorporated onto a packaging design with minimum brand intrusion.

The label can be attached to any food packaging surface - including chilled foods - as a cost-effective way for manufacturers to meet their legislative responsibilities regarding provision of ingredients and safety information, says the supplier. 

There are numerous advantages to Fix-a-Form, Denny Bros senior marketing executive Stephie Castling told BakeryandSnacks, including a decluttered front of pack to protect branding, a reduction in production costs due to smaller packaging requirements and the ability to provide comprehensive information.

New EU Food Information Regulation

From December 2016 food labeling will become even more complex when the latest EU Food Information Regulation comes into force. From then it will be compulsory for back of pack labeling to carry a nutrition declaration​,” she said. 

Food suppliers and manufacturers must carry all the dietary information required by law. The clever move is to ensure this is achieved without diminishing a brand’s marketing message to consumers​."

Castling pointed out that, in addition to this, Britain’s Royal Society for Public Health has suggested putting exercise graphics on food packaging.

"The idea is to inform the consumer on exercise time needed to burn off the calories consumed​," she added. "However, with the amount of forthcoming regulatory information that labels will be required to display, the product will be swamped​.”

‘Activity-equivalent calorie labeling’

The Royal Society has said pictorial 'activity-equivalent calorie labeling’ could indicate what the equivalent activity would be if you ate a packet of crisps or a muffin, for example.

Shirley Cramer

According to Royal Society CEO Shirley Cramer, a 35-year-old male who weighs 77kg would walk off a blueberry muffin containing 265 calories in 48 minutes, or run it off in 13.

"But not everyone burns calories at the same rate, so consumers will have to adjust the information based on their individual situation​," she added.

In a survey conducted by the Royal Society, almost two-thirds of about 2,000 respondents said they would support the introduction of activity-equivalent calorie labeling, and more than half said they would positively change their behaviour after viewing that kind of labeling.

Denny's Castling said she could see it becoming obligatory that all food and drink manufacturers display exercise graphics.

However, with there already being a lot of information carried on the packaging that leaves little or no room to put in additional health information," ​she added. "Denny Bros can help food manufacturers put this extra information on their products, through the use of our multi-page labels and swing tags​.”

Multi-page and linerless labels

Denny Bros supplies the food and beverage industry with multi-page labels and linerless labels to display more information on their product. Manufacturers of food spreads, for example, have used Denny's peel and reveal ingredients labels on their caps.

Others have used our labels as part of their promotional work. Consumers peel open the label to reveal details of a promotion or enclosed gift such as a sticker, seeds or rub-off tattoos. The labels can then be resealed afterwards​,” she said. “We have also provided multi-page labels for sauce bottles to have the ingredients and usage in multiple languages for export​.”

She claims Fix-a-Form is a space-efficient way to communicate detailed product information without compromising shelf appeal. Special characteristics can be incorporated into a label, such as moisture resistance, security and tamper-evident features, random codes, braille, adhesives and finishes, scratch-off panels or removable stickers.

Denny Bros sells Fix-a-Form in the UK and globally through 20 licensed partners.

Shirley Cramer; Food should be labelled with the exercise needed to expend its calories​. BMJ, 2016; i1856 DOI: 10.1136/bmj.i1856

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