MMR: Mass Market Retailers, November 11, 2019

LINKING PACKAGING AND CONSUMER TRUST HOW THE INDUSTRY SHOULD LEAD THE WAY Packaging suppliers have an obligation to share the full extent of their industry expertise with their clients This means moving beyond discussing the latest trend in recyclable materials or supply chain operations to helping brands understand the fundamental impact that packaging has on contents and on their customer relationships a holistic approach that takes into account everything from purchasing decisions to brand perceptions to consumer trust Putting a label on consumer trust While the aesthetic remains important a bigger bolder approach to packaging design cannot come at the expense of honest labeling This is especially true of FMCG brands Customers want as much information as possible about their food and beverages and packaging is a vital way of communicating this Indeed studies are increasingly pointing to a clean label trend with consumers demanding more from their brands in this area A recent study by Label Insight demonstrated that consumers are willing to pay more for and will stay loyal to transparent brands Similarly Nielsen recently revealed consumers are actively seeking out brands that are honest about their ingredients Nutrient degradation Consumer goods brands always aim to label their products accurately and record the level of nutrients honestly The problem comes in between products leaving the factory and being opened by the customer Often the food consumers end up eating does not contain the same level of nutrients as it did when it was first packaged for sale Various factors impact this but light is one of the main degradation culprits Dairy is a case in point Whether it be light from retail displays or fridges at home exposure to light can significantly reduce a products nutritional content Milk begins to lose vitamin A after less than two hours of exposure to retail lighting According to the Journal of Dairy Science after 16 hours of similar light exposure less than half of the vitamin A remained in milk in a typical plastic bottle A further study identified that after 12 weeks of light exposure in a retail setting the nutritional value in UHT milk declined rapidly Vitamin A reduced by 93 vitamin D by 66 and vitamin B2 by 100 And its not just indoor artificial light that causes damage After one hour of sunlight exposure riboflavin a nutrient which is crucial for breaking down food components absorbing other nutrients and helping to maintain body tissues in pasteurized whole milk dropped by 28 a study in the Journal of Dairy Science has shown What is the answer Light protected packaging can provide an easy solution to this problem a way of shielding dairy and other products from possible light damage while also ensuring that brands deliver their products as they intended and that consumers get the nutrients they expect Using the highest level of light protection in product packaging can preserve nutrients freshness stability color efficacy performance sensory and quality characteristics and lead to an extended sensory shelf life for many products that reduces food waste For more information email info@ noluma com Learn more at Noluma com 2019 Noluma International LLC Noluma and the Noluma Logo are trademarks of Noluma International LLC ADVERTORIAL