Here’s just a few of recent ‘current’ phrases that are tugging at our hearts and minds hoping to capture your interest and make a sale.

What influences you today may not be the same as tomorrow.  With so many competing messages attempting to persuade you, how can you ensure your’s is the message that resonates?

Join me 12/8 as I share the insiders secrets to how to make your packaging speak human @ http://www.instantpresenter.com/AccountManager/RegEv.aspx?PIID=EA50D786854C

Why me? I’m one of the top consumer product packaging experts and I’ll share 35+ years of packaging expertise about what works and what doesn’t.

Best of all its free!

Read anything in the news lately about childhood obesity, packaging shrink, misleading labels or fat free foods?  It’s every day that one of these topics is in the news. So what can you believe from the printed words on the product packaging?

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 purchasing choices, food manufacturers use labels to sell their product. Remember when we used to actually read the label before making an informed purchase decision? Its exceptionally important now.

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 informed 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.  The FDA also closely monitors claims made on food labels are not misleading. Look at some of the recent cereal claims.

Misleading Label?

Eat this and become heart healthy?
The FDA weighed in on this one and said no!

But’s fine line that manufacturers can use deceptive wording to trick individuals without actually providing false information.

One campaign against so called “Smart Choices” lead to all the packaging being changes after consumer objected to what they considered good food choices.

Misleading Label?

Was this label telling the truth?

For most part, the likelihood of suffering a food or drug related illness from mislabeled packaging is remote. That was until bio-terrorism threats reared its ugly head. Which no one can predict.

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. Just look at what happed to Kellogg’s with its tainted packaging recall on cereal @

Packaging Recall

via Consumer Reports

Kellogg’s recalled 28 million boxes of cereal after consumers were sickened by an off-flavor and smell coming from package liners

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 that have been recalled due to mislabeling at the manufacturers (especially allergy related). You can see a list of current recalls @ http://www.recalls.gov/rrusda.asp

Here are a few popular product statements to consider is this label telling the truth?

No sugar added or low carb?

The FDA has rules about labeling claims that specifically bar the use of “low” such as low-carb 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 is actually illegal.

Have you seen must of the so called frozen diet entree’s (loaded with hidden sugar).

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/

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 that you can call and ask about the product itself.

Think some other tips related deceptive labeling are important?  How about your comments on these insights? Please let me know what you think and how we can turn packaging problems into packaging success.

At the very least show me that you care about packaging by “liking” this post please.

Packaging trends evolve with consumer’s wants and needs and sometimes they can become a primary factor in whether or not your packaging will succeed. It’s hard to assess each individual importance but it’s critical to manage for your overall packaging success.

Here is the 1st of 10 packaging trends (in no particular order) that you cannot overlook for 2010.

1. Big Brother Is Watching You (shades of George Orwell)

Everyone will be watching what you do with your product packaging. Increasing scrutiny will come from regulatory agencies such as the FDA and FTC, International agencies and watchdog groups such as the Copenhagen accord and even consumers. They want to tell you to what you can or cannot say on your packaging, what materials it should be made of, how much you can use and how you should dispose of it.

Everyone has an opinion whether it’s valid or not on what the package should represent. Look for more mandated regulations from everyone and standards set throughout the globe. Look for fines and stern warning letters if your packaging doesn’t comply. Everyone wants a piece of this action.

Recent Packaging Examples

One campaign against so called “Smart Choices” lead to all the packaging being changes after consumer objected to what they considered good food choices.

Eat this and become heart healthy? The FDA weighed in on this one and said no!

Packaging Phrases To Watch For In 2010:

International Standards Organization’s (ISO) Technical Committee 122,

Food and Drug Administration

Federal Trade Commission

European Organization for Packaging and the Environment (EUROPEN)

INCPEN – The Industry Council for Packaging and the Environment

Environmental Protection Agency

Packaging Bans and Mandates

There are two schools of thought as to whether BPA needs to be banned on food packaging. Manufacturers say its safe yet watchdog groups say its not. The FDA has been considering their position (some might say flip-flopping) for a while and everyone is waiting for the outcome. For more on the FDA and packaging read

What’s The FDA Got To Do With Packaging @ http://is.gd/5qp8I

Complete article @ http://bit.ly/6bLNR6

Haute Eco Containers – Organic Packaging by Lindsay Perkins Subtle Yet Sustainable

Glass is making a comeback as an eco friendly material. Just one problem, right now there is a shortage of glass manufacturers.

Complete Article @ http://bit.ly/6HdmHA

Problem Is Not Packaging Design It’s Systems Design.

Part of what the green movement is all about is understanding what the consumer wants and expects in more eco-friendly packaging. Many companies are missing the mark with their green initiatives. Look for more on how the ReThink green packaging.

Complete Article @ http://bit.ly/8FmEzP

Nexus One finally caught on video alongside its packaging.

Creating online buzz is just one way smart CPG’s are marketing their products. Look for many new applications in 2010.

Complete Article: http://bit.ly/771Ia2

New Packaging Standards May Change Way You Shop

This is very worrisome for the packaging industry. Trying to mandate universal packaging standards. Packaging utilization and quality vary widely by country tying to equate developed countries packaging with that of emerging nations makes no sense. I’ve seen government packaging regulations before and it ain’t pretty.

Full Article : http://is.gd/5p9dv

Hot Button: Vicks recalls 700,000 packages of cold medicine.

When child proof packaging counts. This mistake was purely packaging and not the product. Something like this could happen to your product and cause substantial problems

Full Article: http://bit.ly/7yVaY5

More and more places are banning EPS (expanded polystyrene). So what are the replacement options?  All types of eco friendly natural material are surfacing. This particular product is made from farm waste and mushrooms — that uses 10 times less energy to produce, and biodegrades into a natural fertilizer.

Is the packaging wave of the future made from products like this one?

Full Article @ http://bit.ly/5ZjzAf

Sustainable Packaging Coalition Releases Metrics To Help Companies Track Sustainability

Its one thing to say packaging products are sustainable its another thing to prove it. The FTC is monitoring many claims it considers false in the name of “greenwashing”. Now there is a document that can help you monitor your progress towards sustainability.

Full Article @ http://tiny.cc/f1sh2

Seventh Generation Guide To Reducing Holiday Packaging

Some good points here about how to reduce or reuse holiday packaging.

Several cautions: I dislike the use of popcorn as a dunnage material because it draws unwanted critters (Lush just discontinued using it too); also peanuts are not infinitely reusable they get compressed and lose their ability to protect fragile items; be very cautious of recycling food packaging because of contamination.

Full Article: http://bit.ly/70wLYf

25 Ultra-Creative Packaging Designs From DeviantArt

The right packaging sells product. the more you can differentiate your packaging from the crowd the better chance you have that someone will pick it up for a closer look. Package design innovations is one way to create buzz among consumers. These packaging designs are definitely worth a look.

Full Article @ http://ff.im/-cHUrE

BPA decision soon, says FDA.

This is a hotly contested issue. Both sides claiming that theirs has legitimacy.  Look for this to be an ongoing debate as the food an beverage industry takes issue with the findings that BPA is hazardous to your health.

Full Article @ http://bit.ly/6bLNR6

It’s an instant headline when you either talk about how angry people get when they try to open a package, how many trips they had to take to the hospital because of injuries in opening packaging or how they have been mislead by bad packaging.  Numerous magazines and websites have even taken to giving out awards for the worst packaging examples. Consumers can’t wait to send in their examples and vent how they are unhappy.

Its one thing to antagonize a consumer with your packaging it’s another to solve the problem. Solving packaging problems makes happy consumers.

This year there are three basic categories of angry consumers about packaging.

Angry over hard to open packaging (Wrap-Rage):

“Wrap-Rage” (Extreme anger caused by product packaging that is difficult to open or manipulate) was even the runner up word in this years Webster’s new word competition.

Predominately associated with plastic clamshells that are almost impenetrable (never mind that there is a reason for it.) The very hard ones are sonically welded shut and you could never pull them open.

Anybody Recognize This?

Enterprising companies have come up with tools to help you open them too. I’ve received and assortment that do really work. But guess what they sell them in a clamshell too.

Thus far no one has come up with a suitable alternative although companies are trying to reduce the plastic profile to as minimal as possible.

Smaller Plastic Bigger Card

Angry over being mislead (packaging misinformation):

The most recent problems have been coming from consumers being mislead by product packaging. Either health claims or misinformation about the contents inside. Its doesn’t matter what type of claim just the fact that its wrong is what’s pushing people’s hot button. And the FTC and FDA are on the case too.

One campaign against so called “Smart Choices” lead to all the packaging being changes after consumer objected to what they considered good food choices.

Was this label telling the truth?

Read the FDA Guidance for Industry: Letter Regarding Point of Purchase Food Labeling @ http://www.fda.gov/Food/GuidanceComplianceRegulatoryInformation/GuidanceDocuments/FoodLabelingNutrition/ucm187208.htm

In addition, the Food and Drug Administration (FDA) said that it will soon begin to target any logos or labels or symbols on cereals, snacks and other food packaging which may be making false claims to mislead or confuse the consumers. So the outcome is not yet known.

But in any case before you rush your package to market be sure and check the latest labeling guidelines and the pulse of the consumer. What you say on the front of your packaging could be misconstrued and case significant packaging problems.

Angry because the packaging is getting smaller (packaging shrink):

This is not a new phenomenon. Packaging has been getting smaller over the years (look at an old cookbook). It’s just more common place now as companies shrink the size of the package and contents to keep prices the same instead of increasing them.

When Is A Half Gallon Really A Half Gallon OR A Quart A Quart

Sorry, but we now have an educated customer that’s reading labels and taking notes. Not only are they reading them but they are comparing like products, making informed shopping decisions. Branded merchandise was already loosing ground to private label products, now even more so with the down turn in the economy. If your product shrinks or provides an unsatisfactory experience and the consumer isn’t happy they WILL look for alternative especially if they are less expensive. So do you shrink your package at the consumer’s expense?

What makes the consumer happy? Not having bad packaging to vent about. So go out of your way in 2010 to consider consumer anger touch points as you design your product packaging.  Avoid “Wrap-Rage, Packaging Shrink and Misinformation wherever possible.

Got Angry Consumers? I can HELP!

You know that I’m one of the foremost consumer product packaging experts and I want to ensure you don’t make the same mistake. I’ve created a packaging “review” program tailored just for you if you have new product packaging or have just completed a packaging makeover or are introducing a new product.

It’s very simple, you provide me either with art work or physical packaging samples along with a description of your target consumer and I’ll send you a written report explaining why your packaging is or is not connecting with them.

The packaging evaluation consists of several things.

• First, I will tell you the overall impression of your product packaging.
• Second, I will cover how connected you message is to your core consumer.
• Third, I will comment on general areas of improvement or change.
• Lastly, I will cover any packaging trends that might impact your product packaging.

Sounds simple? It is, affordable too! Email me for more details on how to make your consumer want to buy your product because you have the RIGHT packaging.

But recent food product packaging claims have received worldwide media attention particularly from the MOM factor about the “Smart Choice Label”. Smart Choice, promised to “provide ‘at-a-glance’ information that a product met strict science-based nutrition criteria” that made it easy for a consumer to make an informed purchasing decision.

Yet when one looks at the selection of products chosen it raises serious thoughts about the real nutritional value. Smart Choices, includes major companies such as Kellogg Co., Kraft Foods Inc. and General Mills Inc., and has been criticized for handing its “Smart Choice Lable” to processed foods that are high in sugar, such as Froot Loops cereal and Cracker Jack snack food.

AP Photo/Russel A. Daniels

Is excess sugar a smart choice?

The “Smart Choices” launch included several hundred products from a variety of companies. Now most of these companies have temporarily suspended the program pending FDA clarification.

Is this label telling the truth?

You can read the FDA Guidance for Industry: Letter Regarding Point of Purchase Food Labeling @ http://www.fda.gov/Food/GuidanceComplianceRegulatoryInformation/GuidanceDocuments/FoodLabelingNutrition/ucm187208.htm

In addition, the Food and Drug Administration (FDA) said that it will soon begin to target any logos or labels or symbols on cereals, snacks and other food packaging which may be making false claims to mislead or confuse the consumers. So the outcome is not yet known.

But in any case before you rush your package to market be sure and check the latest labeling guidelines and the pulse of the consumer. What you say on the front of your packaging could be misconstrued and case significant packaging problems.

For more on misleading packaging claims read: Packaging You LIE.. @

http://packaginguniversity.com/blog/2009/09/25/packaging-you-lie/

Please weigh in and tell me were you mislead by the Smart Choices logo on products you bought? If you are unsure whether your packaging claims might get you in trouble that’s what I do help you separate fact from fiction on your product packaging. Visit http://packagingdiva.com and request information how I can help.

Lawsuits And White Lies

I have to admit I’ve seen the ads and was seriously considering purchasing this product from a trusted brand Dannon but now I wonder about the validity of the product claims on other products I buy from them.

Better for your tummy or the manufacturer?

Once you have lost the consumer trust it’s hard to get it back. I think trust is the most important part of package branding. You want to believe what the company says is true and simplify the purchasing decision by using brands you know.

Here is another recent case where a product claim was made that eating Cheerios can help lower bad cholesterol, a risk factor for coronary heart disease, by four percent in six weeks. The FDA says that statements made on Cheerios packaging like the claim that the cereal is “clinically proven to help lower cholesterol” make the product a drug under federal law said no way Jose and if you don’t correct the mislabeling we will remove it from the shelves.

Eat this and become heart healthy?

Packaging “green” or “greenwash?”

Let’s talk about the latest hot button “greenwashing.” Everybody wants to be green and claims abound. Too many to cover here but one point to consider is the validity of all these new phrases and buzzwords appearing on the product packaging.: eco, compostable, biodegradable, sustainable, environmentally friendly and so on.

Some companies are also making claims that the certify themselves. This is particularly prevalent in the environmental area where there is no overseeing packaging agency that monitors the claims. Just because a company says its green doesn’t necessarily mean it is.

SC Johnson developed the Greenlist™ process—“to help our scientists make choices that protect the planet and its people while maintaining the high performance of our products.” The Greenlist™ process provides ratings for more than 95 percent of the raw materials we use, including solvents, propellants, insecticides, packaging, and more.

What is a “Greenlist” anyway? Can anybody get on it?

The DuPont Sustainable Packaging icon captures key elements of environmentally smart packaging solutions from DuPont that are made with renewable resources that enables recycling and that helps reduce the amount of packaging.

Mom’s Know Best Or Do They?

Finally let’s not overlook the MOM factor. They are entrusted with making the right decision when it comes to buying the right products for their families.  While shopping by rote is commonplace moms are particularly careful when it comes to choosing products for their kids.

Most moms are so time crunched that they rely heavily on what product packaging has to say. So what about statements like this?

Who’s monitoring these foods that are carrying this label? Are these products seriously smart or is it just a marketing gimmick?

This is taken directly from their website

No matter where you shop or what brands you buy – the Smart Choices Program™ provides simple, front-of-pack nutrition guidance to help you make smarter food and beverage choices.

Leads one to believe this is a symbol you can trust. But I’ve looked at some of the foods and I’m not so sure about it making me question the validity of a “smart” choice.

Is this label telling the truth?

The point is when a claim is made on product packaging you are trusting that what the manufacturer says is true. For the vast majority of products this is accurate but it seems recently that in an effort to convince the elusive consumer some products are stretching the truth a little too much.

Will this hurt their sales? There have been lots of examples of companies loosing their core consumer and lost revenue because of product packaging mistakes. In keeping true to your audience be sure to validate your packaging claims to eliminate angry consumers crying out “Packaging You LIE.”