Your brand’s fans may continue to love a product, even long after its been discontinued. Some companies like to keep a record of the changes they’ve made over the years to their catalog: An example of this is ice cream producers Ben and Jerry’s “flavor graveyard,” the section of their factory where they pay tribute to all the retired versions of their sweet treats.
A story from Vermont public radio recently examined this practice as the company replaces one flavor, “Coffee Heath Bar Crunch,” with another, “Coffee Toffee Bar Crunch,” reportedly to cut down on the amount of GMO’s used in the product.
Whatever the reason behind a significant label change, this kind of reformulation needs to be backed with the kind of digital label software that can help place the different elements on a label so that they appear in line with everything else that your company has done.
The impact of a change of this kind can confuse customers if it isn’t made with some finesse. The space on the label has to be calculated so that explanations can be placed to give sufficient reason for the changes that have been made. Flavor names are more than just descriptions, and can carry implications as to the ingredients.
Companies should also think about re-labeling in response to demand. A GrubHub study that was recently featured on BostonInno discussed the most popular flavors of ice cream in the United States: vanilla ranked highest, but neck and neck under it were green tea and chocolate.
Keeping this information in mind might lead to newer labels, and commercial printing equipment can make these easier to make.
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