When brands specifically label their products to emphasize their health value for consumers, they have to find an effective way to make their statement while not overstepping the legal boundaries set by the Food and Drug Administration. While there are definitely challenges associated with this process, the rewards may be worth it: Getting a foothold with today's health-conscious shoppers is a goal any food manufacturer can get behind.
Appealing branding a must
Co.Design recently delved into Hampton Creek's quest to brand its line of food products in a way that will make it stand out in any context. Company leaders had found through market research that its old logo, designed to convey its healthy sense of purpose, ended up looking cheap when placed next to big-name products in massive supermarkets.
The company, which is best known for its mayonnaise products, engaged in a redesign effort that maximized the size of its own brand name and incorporated a different color palate for each flavor. The news provider noted that scaling up a company's name may work well for small organizations that don't have the same intimidation factor as giants like Kraft.
Of course, the design process for Hampton Creek's Just line of items has included some important lessons, including brushes with the FDA. Under its previous branding, the "Just mayonnaise" logo caused some consternation, especially when applied to alternative formulas that don't meet the technical definition of mayo. The company now employs a period in its logo, having it read "Just." It hopes the word will convey justice and fairness, instead of simplicity.
Keeping an eye on the rules
As Hampton Creek's brushes with the FDA show, companies interested in clean labeling for their products will have to be careful what words they employ and how. Law firm Holland & Hart LLP, in a recent National Law Review article, explained that the comment period has closed for companies hoping to influence the FDA's revisions of the official definition of "healthy."
While leaders should be ready for a new set of rules to come down the pipeline any day now, they should also acknowledge the possibility that things won't change. Holland & Hart pointed out that the Trump administration has taken a stance against putting many new regulations on the books. It remains to be seen if that includes the rules around health and "health."
Companies seeking to handle their healthy product labeling in house can turn to high-quality label printers such as the Afinia L801. You can check that printer out on the Optimedia Labs site here – here for Canadian customers.