Looks matter when it comes to taste

Driven by impulse, consumers often make decisions based on a product’s aesthetic appearance, making label design a key competitive advantage in food manufacturing. Find out more.

Your average Australian supermarket carries approximately 40,000 different products. When every product is vying for consumers attention, how do you ensure your product cuts though the noise and stands out from the rest?

Driven by impulse, research shows that consumers take only two and a half seconds to make a purchasing decision and read on average only seven words during an entire shopping trip. Instead, buying products instinctively based on brand recognition, colour and shape of packaging. Therefore, how a product is labelled is a key driver behind a consumer’s purchase decision.

Effective product labels should emphasize your brand’s DNA and evoke a memorable, emotional response…all within 2.5 seconds. Product labels that encapsulate these characteristics will have the most successful shelf impact.

Emphasise your Brand’s DNA
A brand’s DNA is made up of the core values and beliefs that captures who you are as a brand, what your product is, and what your brand stands for. Your label should be a cohesive part of this identity, and accurately represent your brand’s story. Bringing your brand’s DNA to life can be achieved through colour, label face stock (top layer of the label) and embellishments.

When selecting your label face stock and embellishments, reflect on your brand’s primary characteristics and personality. Does your product offer environmental awareness? This can be represented through a biodegradable face stock. Perhaps luxury is a key brand characteristic – this can be expressed through foiling embellishment, or simplicity can be achieved by using a clear face stock.

insignia offers a range of premium-labelling face stocks and embellishments from cold foiling (designed to deliver high quality and cost-effective metallic printing effects), two side printing, to UV Flexo and UV lamination. Labels that stand out on a crowded shelf by instantaneously communicating to consumers your brand’s DNA will have the most successful shelf presence.

Colours Evoke Emotions
Consumers subconsciously make judgement within 90 seconds of viewing a product. Further to that, research shows that 62-90% base that judgement solely on the product’s colour. As 85% of consumers attribute colour as the determining factor when purchasing a product, it is evident that colours used on your product label play a role in affecting consumer emotions. Consumers act when a brand makes them feel something. Therefore, the colours that you choose for your label should project a deliberate subconscious message to attract your target audience and prompt them to choose your product.

Impactful Differentiation
Ensuring consistency of tone, colours and graphics not just on your labels but across your branding is critical in building brand credibility among consumers. Consistently maintaining these elements of your brand’s identity can eventually be the iconic differentiation that set your brand apart from the rest. For example, you see a red and white swirl and instantly think Coca Cola, or automatically associate the colour purple with Cadbury.

At insignia, our team of experienced graphic designers work directly and collaboratively with you to assist with label colour and die recommendations, as well as label design and layout. Working closely with our certified printers throughout the label making process to ensure your labels create a lasting impression on the shelf and in the minds of your customer.

If you would like to find out more about how insignia’s team can help you with your labels contact us on 1300 467 446 or sales@insignia.com.au.


Cadbury recalls some chocolate blocks because of plastic find

Chocolate maker Cadbury has recalled some Caramilk chocolate blocks because pieces of plastic have been found in some of them.

The company said in a statement the products affected are 190g Cadbury Caramilk chocolate block sold in Australia only with best before dates of 17/01/2019 and 21/01/2019.

The recalled product has been available for sale in Coles, Woolworths, IGA’s and independent retailers (VIC only) in NSW, QLD, VIC, SA, TAS and WA.

Products containing plastic may cause minor injury if consumed. Analysis of the samples received to date has determined that this product does not appear to pose a serious health or food safety risk, but the quality and safety of our products, as well as our consumers, is our first priority and a recall has been initiated to prevent the risk of minor injury.

Affected product should not be consumed and should be returned to the place of purchase for a full refund – no proof-of-purchase is required.

No other Mondelēz International or Cadbury brand or product is affected. Cadbury Caramilk

products sold in New Zealand and all other Caramilk products sold in Australia with different best before dates, are not affected by this recall.

Consumers are asked to call our consumer relations centre on 1800 034 241 if they have any further inquiries.


Cadbury cuts 50 jobs in Tasmania

Fifty workers from Cadbury’s Hobart factory will lose their jobs as the chocolate maker spends $75 million to upgrade the facility.

The job losses represent more than 10 per cent of its Hobart workforce. The company’s parent Mondelez said in a statement most of the job losses, which will happen before the end of the year, are likely to be voluntary redundancies.

“Our team here has worked hard to help us become more efficient, cut costs and improve our competitiveness and as a result, we’ve reduced the cost of converting raw materials into a block of chocolate by 12 per cent,” said Amanda Banfield, Area Vice President.

“But while progress has been made, increasing local and global competition, low domestic growth, rising costs, and Australia’s distance from overseas markets make it difficult to compete against the likes of European factories with lower costs.

“To remain competitive, we need to improve our conversion costs by 30 per cent, plus continue to raise the bar as competition increases further.”

The company said it will realise more efficiencies through investment in new technologies, equipment and automation, plus increase the skills and capabilities of its people and ensure its teams are the right size.

The $75 million upgrade will take place over the next 18 months.


Cadbury launches special edition Aussie flavours for Olympics

Cadbury has launched two new flavours, Dairy Milk Lamington and Dairy Milk Apple Crumble, to support the Australian team at the upcoming Rio 2016 Olympic Games.

The company will be inspiring Australians before the Games kicks off with the introduction of the new Cadbury Dairy Milk Lamington block – a truly iconic Australian flavour. Featuring raspberry jam, vanilla cake flavoured pieces and coconut, this new flavour will be available in Woolworths, the official supermarket partner of the Australian Olympic Team.

The company is also releasing a second special edition block, inspired by the humble apple crumble. Made with baked oatmeal crumble and apple jelly pieces, this limited edition block mirrors our national colours of green and gold. It will be available from Coles.

The company has also launched a competition which will send four Australians (and their friends) off to Rio as Cadbury ‘Joy Ambassadors’.

“The Australian Olympic Team will create many joyful moments for Australian fans and we are delighted to have Cadbury bringing joy ambassadors to Rio to share in these moments. We are excited to see special edition products, and know that they will be enjoyed by all Australians while they cheer on the Team,” said Fiona de Jong, Secretary General of the Australian Olympic Committee.

Both blocks will be available from July.

Cadbury Delivers Joy with 2016 Easter Treat

As the Easter season approaches, Cadbury is set to launch new additions to their core Easter range, arriving on shelves in January 2016. 

“Surprise and Delight” elements will be introduced into the 2016 range, with the launch of three new exciting Cadbury Easter products.

The Cadbury Dairy Milk Humpty Egg will be launched, as the new 25g size makes the product an iconic gift for families at Easter.

Cadbury’s Hunt Bucket has also been released, as the re-sealable Easter bucket comes with 11 x 17g hollow eggs; perfect for gifting to children, friends and family or hunting in the garden.

A new Cadbury Mini Egg Jar has arrived in time for Easter, with 6 x 38.5 Mini Egg sachets housed in a collectable, egg-shaped jar with a screw top lid.

The Cadbury Easter Egg Hunt and Family Picnic at Werribee Mansion will return next year, sharing the joy with a larger crowd with 8,000 tickets available for the event in 2016 (in 2015, 6,000 tickets were available). 

Cadbury Crème Egg UK sales plummet after controversial recipe change

Sales of the Cadbury Crème Egg have dropped by more than $8 million since the company changed the recipe last year.

Cadbury parent company Mondelez International lost more than $14 million dollars in sales of Cadbury Eggs, dropping 7 per cent for filled eggs and 11 per cent for shelled eggs in 2015.

Mondelez has recently been focusing on building its healthy snack portfolio, as opposed to the Cadbury chocolate brand in the UK. In September, Chief Growth Officer Mark Clouse announced the company plans to focus 70 per cent of new product development efforts on healthy offerings in the next five years.

Mondelez Marketing manager Claire Low has said that despite the changes seen in the UK, the fundamentals of Cadbury Crème Egg remain exactly the same.

“The Easter ‘season’ changes every year depending on when Easter falls. It was two weeks shorter in 2015 than 2014 so it’s hard to compare,” Low said.

“This is why most of the big chocolate brands show a fall in revenue for 2015 against 2014. We are proud to be the nation’s favourite at Easter and we will continue to strengthen our position by investing in power brands and launching new seasonal products.”

Mars is taking on Cadbury with its own solid chocolate mini egg – the Galaxy Golden Egg, an extension of the Malteaser bunny range. 

While Ferrero  will bring a limited edition of its Kinder Joy egg, a plastic egg featuring a tab opening up into two halves – one made of creamy milk and cocoa cream and the other including a toy along with a spoon.

Cadbury Crème Egg first appeared in 1971 and now dominates the UK market with approximately 500 million being made each year with over a third for export.