Bakers Journal

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Report: Consumers blinded by product claims


November 4, 2008
By FoodNavigator-USA.com

Nov. 4, 2008 – Food manufacturers are confusing consumers by
overdoing the number of claims they make on products and need to go
back to a simpler style of labeling, according to a new report.

Nov. 4, 2008 – Food manufacturers are confusing consumers by
overdoing the number of claims they make on products and need to go
back to a simpler style of labeling, according to a new report
.

Companies need to make packaging clearer and less complicated so that the core brand message is not “diluted” and consumers can easily identify with the claims, said the report from Business Insights, called Promoting Brand Simplicity in Food and Drinks: Reducing product claims, brand dilution and private label threat.

It said: "As new trends impact the food and drinks industry,
existing brands often try to appeal to new consumers by making a large
amount of product claims.

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"Claims have got more and more scientific and many consumers do not
understand the benefits of products containing 32 percent flaxseeds,
for example.

"Although there is not a set number of claims that products should
have it is important that there are not too many claims on packaging." | FULL STORY