This is part of a two part series on the power of words and images in food manufacturing packaging.

Food manufacturers like Nestle, ConAgra, Unilever and the smaller companies know our eating habits better than we do.

However, in order to stay relevant on your supermarket shelves they need to create innovative, or “disruptive” products to keep hold of their market share.

The three companies mentioned are doing so with products in all types of food like frozen entrees, snacks, shelf staples, etc.

And to do so they must adapt to the tastes and needs of consumers.

For example, check out Prego’s FARMER’S MARKET glass jars of tomato sauce. Their copy and label design layout has all the signs that this can be a home run product for them

Here’s why:

  1. They call the headline FARMER’S MARKET. Consumers love locating these types of off the main road food places with fresh products. However, the makers of Prego have it all taken care of by bringing the Farmer’s Market to your supermarket shelf.
  2. They added the sub title: ‘PICKED AT PEAK’. Not only are their tomatoes fresh they comprise of the their sauce but they are picked at the right time. When is the peak season for a tomato anyway.
  3. They included light green on the label. Green is a symbol of fresh in Farmer’s Market. As in fresh green vegetables and fresh green salad and green also represents something young and new. Which is smart to put their brand name Prego in green letters as well as framing TOMATO & BASIL against a light green background.
  4. The label paper is in beige. Beige represents food that is natural. It can be debated whether a food is ‘natural’ or not, but the color works for people looking to buy food that looks and tastes healthier.
  5. They have a rooster front and center on the label. This animal is a symbol for many farms and farmers picking their crops.

Words and images are powerful and the message is given right to the customer can generate new customers and new sales and lots of revenue.

Smart job Prego on your packaging. All the bases are covered. It is a home run in my opinion.

Do you agree that smart packaging sells. If you are interested in learning more about the food industry I highly recommend reading: The End of Food by Paul Roberts. It is an enlightening and somewhat eye-opening book about food manufacturing. Discusses the history of grains, industrial revolution how products are shelved in the supermarkets, the importance of marketing and advertising, how families eating habits have changed.

And so much more.

Part 2 will cover copy that is in small print that is not noticed by customers and maybe it should.

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