It's The Packaging That's Making You Fat

It's The Packaging That's Making You Fat
Packaging News You Can Use
Tip Of The Week
Issue #1252 - August 3, 2006
Publisher: JoAnn Hines
packagingdiva@aol.com , <>
© Packaging News You Can Use
By JoAnn Hines The Packaging Diva

FROM THE DIVA'S READERS:
My name is Pascal. I found your blog during a Google search. I have a question that you can hopefully help me with? I am particularly interested in a news segment that FOX News aired a few days ago concerning how difficult it is to open packaging these days. I know of a segment on another network. Does anyone know of this story on Fox?


DIVA'S QUESTION OF THE WEEK:
We are still sorting out the issue whether Walmart will require suppliers to submit their product packaging for approval. Can anyone enlighten the readers on this issue?


INTERVIEW WITH THE DIVA:
The July issue of "Tea and Coffee Trade Journal has me quoted in their article "Signed Sealed and Delivered" by Rama Ramaswami. If you need a copy let me know.


I'M HAPPY TO ANNOUNCE:
The Packaging Diva's Dream Team Provides Solutions For Your Packaging Business

JoAnn R. Hines, The Packaging Diva is excited to announce that Virginia Price, CEO of Planet Canit, LLC, recently joined The Diva's Dream Team as a premier member. The Packaging Diva explains that The Diva's Dream Team includes the best resources
available in the packaging industry. “With 30 years of packaging experience and expertise, I quickly recognize leaders and top resources that I can recommend to my clients, consumers, and readers. It is an honor to have Virginia on our team,” enthused Hines.

As part of the partnership, Planet Canit gains the status of signature sponsor for The Diva's presentation "Why Boomers?” at HBA Health & Beauty America on Wednesday, September 13, 2006 from 1:00 to 2:30 PM at the Jacob K. Javits Convention Center, New York City.

Planet Canit is a marketing solutions company that helps its clients differentiate their products from the pack to drive exponential sales growth. Their specialty may be decorative tins but they don't believe in canned, one-size-fits-all solutions. The company’s marketing solutions are as different as its approach- and tailored to each client's specific needs and business realities.

With more than 30 years of experience in marketing, sales, strategy and packaging, the Planet Canit team helps guide the conceptualization, design, and creation of packaging innovations that help make brands succeed. From its products and services to its people and perspective, Planet Canit succeeds by acting and doing things differently - Beyond the Box.

The Packaging Diva is a one stop shop for packaging resources. Her comprehensive approach connects and provides solutions to the country's top leaders, experts, consultants and speakers in packaging and related industries. The Diva’s Dream Team of experts work in all facets of packaging and have their finger on the pulse of innovations, trends, legislation, technology, and other packaging news.

For more details on how becoming part of this prestigious team email PackagingDiva@aol.com. Also, contact The Diva for experts to interview, article ideas, news, hot topics, or quotes, opinions, and insights from prestigious sources.


FEATURE ARTICLE:
It's The Packaging That's Making You Fat By JoAnn R. Hines Packaging Diva

So what else is new? We blame packaging for just about everything including global warming (tee hee), so why not accuse it of making us FAT too?

It's hard to buy a food product without some type of "fat" marketing message. Low fat, less carbs, sugarless and so on, but are these claims accurate? Are people getting fatter because they can't read the package? Is the packaging making them fat because it misleads the consumer? Can't we understand portion control or are we all slaves to the "supersize me" trend that permeates marketing messages?

Last week, some of the world's top food and drink makers joined in a commitment to provide European consumers with better fat and sugar content information on their packaging. In a move to stem the growing problem of obesity in Europe, Coca-Cola Co., Groupe Danone, Kellogg Co., Kraft Foods Inc., Nestle SA, PepsiCo Inc. and Unilever NV said they will put at-a-glance calorie content information on the front of their packaging, and more detailed lists of ingredients including sugar, fat, sodium and carbohydrates on the back. You know, this is the information on the box that you are supposed to read. So that begs the question, do we ignore labels and only read about the ingredients?

Some people would have you believe that the consumer has no responsibility for their own health and well being. Consider that McDonalds was taken to task by the media recently because a generation of kids eating at McDonalds have become fat. The claim was that the kids’ obesity was caused by the lack of information on the packaging. They did not know how fattening the Big Mac was because it did not have that information on the burger’s package. In response, McDonalds is putting "fat facts" on their packaging. Let’s wait and see the result. Do you think there will be less fat kids in a couple of years?

The latest buzz is about the "unit basis" or the fact that what is eaten as a portion is dictated by the size of the portion served. So I guess if you serve me an entire box of cereal, I'll eat the whole thing. The jury is still out on this one.

But seriously, this is where packaging comes into play. I wrote about this previously in my article "100 Calories Snacks - Smart or Stupid." The point is the product is marketed and portioned as such (100 calories as a snack) regardless of what the actual product amount might be. So be wary of what goes on your packaging, what claims you make and how the consumer will react to them. Watch out for so called "fat" statements on your product packaging. They could come back to haunt you.

When determining what the package promises the product can do, think about the following
• Can your statements be verified?
• Can they be construed as misleading?
• Can consumers blame the product instead of themselves?
• Can any statement you make be fodder for the media?

If any of the questions generate a yes answer, beware of the "Packaging Police." They could be out after you, especially if they think your packaging makes them fat.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology.


MEET AND GREET THE DIVA:
I will be in Chicago speaking at PROOF: Market Research & Development for Package Design conference is scheduled for Sept. 25-27, 2006 at The Drake Hotel in Chicago.

The Senior Factor: How To Motivate Them To Buy Your Products

More details at <> Ask me
about a discount special to save 15% on the conference fee.

THE DIVA'S PICKS OF THE WEEK:

Remember my trend prediction back in a few months ago. Well stories about meat packaging aren't dead (no pun intended) yet.

I-TEAM MEAT PACKAGING PKG
WCPO - Cincinnati,OH,USA
... "People have the right to know what they're feeding themselves and their loved ... meat industry would not even be looking at using this method of meat packaging.". ...


Hawaii’s Beverage Container Deposit Program Will Continue by Lorah Utter, Editor, Raymond Communications
Hawaii’s Beverage Container Deposit Program, which was due to expire on June 30, 2006, was extended until June 30, 2009. Hawaii Gov. Linda Lingle signed legislation extending the time-frame of the program on June 23, a week before the program was scheduled to end.

The legislation, Senate Bill 3105, will also expand beverage container recycling opportunities for consumers.

For more information visit <>

FOOD CAN DENTED — BUT UNDAUNTED
Pioneer Press - St. Paul,MN,USA
... campaign, calling the new packaging "uncanny." Hormel ... the Can Manufacturers Institute, an industry trade group, they ... Green Giant corn shows a whole packaging
...

From packaging to crafts, KTM finds new uses for corn starchLansing State Journal - Lansing,MI,USA
... "They are different materials.". KTM is working with MSU, including the School of Packaging, to make more durable bio-based
..<>



Regards:
JoAnn Hines
Packaging Diva
Integrating Packaging With Consumers Wants And Needs
PackagingDiva@aol.com

4290 Bells Ferry Road STE 106-17
Kennesaw, GA 30144
678-594-6872