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Marketing Information |
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Devious and Deceptive Packaging
Have you read anything in the news lately about childhood obesity, Jose Canseco and steroids, or fat free foods? Where is the truth in any of that? If only we lived and shopped in a pure world where labels told the whole truth and nothing but the truth. But while consumers rely on labels to make wise nutritional choices, food manufacturers use labels to sell their product. Remember when we used to read the label before making an informed purchase decision. The two functions of a label -- providing accurate information and enticing someone to buy the product -- conflict and send mixed messages.One the one hand we read buy me and on the other is this product good for me? Labels can be misleading, especially if you don't learn to read between the lines and examine the fine print. today's labels are very complex with statements that make claims or tout benefits that may not be true.Knowing what the words on the label really mean is a big step in learning to make nutritious and the right choices at the supermarket. Through the years, the Food and Drug Administration (FDA) has attempted to make sure that the food products made available to the American public are safe for consumption. For most, the likelihood of suffering a food or drug related illness is remote. That was until bio-terrorism threats reared its ugly head. Yet, for those with specific food allergies or unique health conditions, proper labeling on products is imperative in order to avoid potentially dangerous situations. The addition of supplements and additives to food products poses another risk to consumers if it is discovered that the substance in question is harmful. It is therefore extremely important that consumers are made aware of specific dangers associated with food and food products, through accurate labeling, published warnings and their own investigation. Think about all the food products lately that have been recalled due to mislabeling at the manufacturers. Here are a few popular product statements to consider: No sugar added or low carb The FDA has rules about labeling claims that specifically bar the use of "low" such as low-car yet it has not established a standard for "low" for an ingredient or nutritional element (such as the standard for low fat)... So claims of low-carb on labels right now are actually illegal. No MSG MSG is sometimes hidden in food with labels that say "No Added MSG" and "No MSG." Find out more at http://www.truthinlabeling.org/index.html Got Milk? Well, is it really all its cracked up to be? The latest claims are touting drinking milk as a way to lose weight. See http://www.stoplabelinglies.com/ and decide for yourself. 100% natural! Natural what? A product label will state: "made with 100% natural ingredients," or "made with 100% organic ingredients." The "100%" claim often refers to one or two ingredients, which are "100% natural" or "100% organic" even if other ingredients are synthetic. So the bottom line is what is "natural" when it describes a product? "Unscented" Yeah right, ever use any of these products? That unscented product is many times worse that the scented variety. Anyway unscented is a misnomer -- it does not mean "without chemical fragrances." If an item is labeled "unscented," it may contain a masking fragrance (which is a chemical fragrance designed to "block" the smells of other chemicals in the product) and additional toxic chemicals. So the question remains -- When is a product packaging misleading in its descriptions and are the manufactures deliberately deceptive? No one knows for sure. Let the buyer beware! It's up to you the consumer to read the labels and make an informed decision as to the true benefits of a packaged product. Remember most products carry an 800 number on the package thatyou can call and ask about the product itself. Every day a new issue related to packaging such as food security is in the forefront of the news? JoAnn Hines The Packaging Diva knows what business needs to know about packaging. How has Walmart impacted the packaging industry? (The Diva knows.) What is the fastest growing consumer segment for product packaging? (The Diva knows.) Will new products on the horizon change the way we shop and eat? (The Diva knows.) How can packaging protect us from an act of terrorism? (The Diva knows.) If you need answers to these questions and many more related to the packaging industry email the PackagingDiva@aol.com
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