If you are a new business that's decided to start a food brand, the development of your label will play into your branding. It will connect you with your target market, and eventually will affect your total sales. The label creation process is incredibly important.
As important as the design comonent is, it's also key to make sure that you include specific information on your labels; both information that your customers want to see and that the government requires for food sales.
As the key marketing person in our own company, I am responsible for designing and developing our own Bella Vina labels. Part of this job involves making sure that all of the key components are listed.
Want to make sure that you're including everything on your labels that you should be? Here are the most important label components so that you can market your new food brand as strategically as possible-- and still meet all of the FDA & USDA labeling requirements.
The 8 Most Important Components To Include On Your Label
1. Your Brand Name
The brand name of your product is one of the most important components. It's the name by which your product will be referred to, asked about, and recommended.
No matter the graphic design that you choose for your brand name and logo, make sure that the brand is both readable and memorable.
If you haven't developed your brand yet, keep in mind that your brand name does not necessarily have to match up with your company name. For example, our company name is Centra Foods but the brand that we sell is Bella Vina.
2. Product Name
What are you selling? Is it an artisan bread? Is it a salad dressing? Does it have a creative name that you made up to describe that specific flavor (think Annie's Goddess Dressing)?
You'll need to describe exactly what it is on the label so customers clear understand what they're buying. For example, when we sell bulk oils we need to explain what kind of oil it is (Olive, Canola, Soybean, etc.) and then what grade of oil it is on top of that (Extra Virgin Olive Oil, Expeller Pressed Non-GMO Canola Oil).
Whatever you need to say to explain to people exactly what they're getting, do it. If the USDA has a specific name for a more complex description (like Pure Olive Oil, for example) you are okay to go by the USDA description of the product.
3. Packaging Size
You will need to list the packaging size of your product on the label. Whether it's 55 Gallons or 8 oz, the size will need to be listed in both english and metric units. Make sure that you include both!
4. UPC Code / Barcode
Your product will need to have a barcode if there's any chance you'll be selling it in a store. This barcode (also referred to as a UPC code) will be used for scanning and recognition as a unique product.
There are a few different types of these barcodes. Some are more expensive (around $700-$1,000) and are completely unique. Others are cheaper, but maybe used in a few different unrelated industries. Four example, If you use one of these cheaper barcodes on your new food, you may find the same barcode used on a power tool someday.
The barcode maybe optional, depending on the industry that you sell in. For example, if you sell drums of oil like Centra Foods, you technically do not need this barcode because it's unlikely that the drum will need to be scanned.
On the flip side, if you want to get your product into Whole Foods or any larger grocery store, it's important that you purchase one of the more expensive barcodes that is completely unique.
If you sell your products on Amazon, you will definitely need a barcode, but the cheaper kind should do, as long as it has not already been registered with Amazon. Those can be bought online quite easily.
5. Company Name, City, State and ZIP Code
For consumer information and traceability, the company name needs to be on the label. You'll also need to list the city, state and zip code of that company. If there are multiple locations, the corporate address can be used. The full street address does not need to be listed.
Did you notice that I said "the" company name, and not "your" company name? It could be one of two companies and it depends on if you're using a co-packer to manufacture your brand or if you are the manufacturer. Let me explain.
If you are the manufuacturer of your product
If you manufacture your product and you own the brand, you're going to want to list your own company name and address on the label. It will read like one of the following:
- Manufactured By: Your Company Name, City, State, Zip
- Packed By: Your Company Name, City, State, Zip
- Packed Exclusively By: Your Company Name, City, State, Zip
You're the owner of every step in your process, so you're the only option! For example, Coca-Cola's label says something like "packed exclusively by Coca-Cola" with their corporate city, state, and zip code.
Centra Foods works the same way. Our city, state, and zip code are listed on our labels, because we are the manufacture of those products.
If you work with a co-packer who manufactures your brand
If you are working with a co-packer who manufactures the brand for you, your label will probably read like this:
- Manufactured For: Your Company Name, Corporate City, State, Zip
- Manufactured Exclusively For: Your Company Name, Corporate City, State, Zip
- Distributed By: Your Company Name, Corporate City, State, Zip
It's not going to list your co-packer or manufacturer's information (though legally, it can). Why do most companies do it this way? For one, they don't want their competition to know who's packing their products. But more importantly, they want their customers to think that they're doing their own manufacturing. You can decide what's the right call for your own company.
Trader Joe's private labeling agreements are a great example of this. Let's consider Trader Joe's cookie butter. The back of their cookie butter package says, "Distributed and Sold Exclusively By Trader Joe's, Monrovia CA 91016". Trader Joe's did not manufacture this product at their corporate office. In fact, it's made in the Netherlands, and it says so on the label. It's made by a cookie manufacturer, and whoever they may be, Trader Joe's isn't required to tell. That's the private part of private labeling.
6. Any Certifications
If your product is Non-GMO certified, Kosher Certified, or Organic Certified, it's important to include these products certifications on the label to tell your customer all about them. You got those certifications for a reason – they were meaningful to your target market. Now advertise them! They can be a huge selling point for your product, especially if you're trying to sell it in grocery stores.
An important note about your certifications: make sure that you get your label approved with your certifier before you get it produced. Certain certifiers have very strict regulations on their own logos, and you'll need to abide by the standards when creating your label. For example, our organic certifier requires that we state very particular wording in a particular location on the label before they will approve it. Make sure that you cover all your bases and get your design checked with them.
7. Your Product's Story
If you have a product that will be sold on retail store shelves, it's vital to tell your product's story. Where did it come from? How was the recipe originally created? Where did your business grow out of and where has grown in to?
More and more, consumers want to be involved in the food that they are eating-- especially in the specialty foods and natural marketplace. They want to hear your story, how you created the food that you did, and why you think it's so important that they enjoy it. Other markets like bulk, wholesale, and food service don't rely on the stories on the label as much, but they still remain an important part of your product's overall marketing.
8. Nutritional information
You will need to include your products nutritional information on the label, required by the FDA. A basic requirement to selling any food these days. To obtain the nutritional information, you can either
a) combine your suppliers nutritional information in the correct percentages, or
b) you can get your own nutritional testing done on your finished product (preferred).
In terms of getting that nutritional information onto a nutrition label, I like this free nutritional label generator found online.
Key Takeaways
Your labels have 8 key components that you will need to remember to put on them. They are as follows:
- Brand name
- Product name
- Packaging size
- UPC code/barcode
- Company name and address
- Any certifications
- Product story
- Nutritional information
Keep in mind-- this list is just a basic introduction. Labeling laws in different countries can be a complex issue, so it's always best to research your countries regulations and consult with a professional in your industry.
A few label resources:
Canadian Food Labeling Laws
US Food Labeling Laws
What else do you like to include on your food labels? We want to hear in the comments below.
Topics: Food Manufacturing, Industry Trends
