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Packaging - Promoting a product and defining identity
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Wednesday, 02 September, 2015, 08 : 00 AM [IST]
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Yashaswini K, Janvi Barai
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fiogf49gjkf0d Packaging can be defined as “A co-ordinated system of preparing goods for transport, distribution, storage, retail, and end-use,” according to UK Institute of Packaging.
Food packaging is a must for any goods being produced due to several reasons like changing demographic trends – urbanisation, increasing incomes, women in workforce, and nuclear families. There are various functions performed by packaging which become an add-on benefit to the company. The functions include promoting and selling the product, defining product identity, providing product information, expressing customer needs, ensuring safe use, and protecting the product.
FSSA provides for packaging and labelling regulations known as Food Safety and Standards (Packaging and Labelling) Regulations, 2011, which lay down the statutory and regulatory requirements for packaging and labelling of products.
The packaging and labelling regulations provide the general requirements for labelling of food products prescribed under the FSSAI, as follows:
i. The particulars of declaration required under these regulations to be specified on the label shall be in English or Hindi: Provided that nothing herein contained shall prevent the use of any other language in addition to the language required under this regulation.
ii. Pre-packaged food shall not be described or presented on any label or in any manner that is false, misleading or deceptive or is likely to create an erroneous impression regarding its character in any respect;
iii. Label in pre-packaged foods shall be applied in such a manner that they will not become separated from the container;
iv. Contents on the label shall be clear, prominent, indelible and readily legible by the consumer under normal conditions of purchase and use;
v. Where the container is covered by a wrapper, the wrapper shall carry the necessary information or the label on the container shall be readily legible through the outer wrapper and not obscured by it.
India’s Rs 65,000 crore packaging industry is expected to grow at 18-20% to reach Rs 82,500 crore by 2016. India’s per capita consumption for packaging is only 4.3 kg per person per annum, as against Germany’s 42 kg and China’s 20 kg which is very low as compared to global standards. The food and beverage and pharmaceutical segments occupy the largest share in the packaging industry accounting for 85 per cent and 10 per cent, respectively.
The packaging industry is the world’s third-largest industry sector, next only to food and petrochemical industries. It is also among the top five industries in almost all countries, with its annual growth rate of 3-5%, which is a range even higher than the GDP’s growth rate in almost all countries.
Food labelling serves as a primary link of communication between the manufacturer and packer of food, on the one hand, and distributor, seller, and user or consumer, on the other hand. By way of labelling, the manufacturer introduces his product to his distributor or seller and to the target consumer or user of his product by providing all the information regarding his product on the label.
In order to safeguard the interest of the consumer, the Food Safety and Standards (Packaging and Labelling) Regulations, 2011, provide that every packaged food article has to be labelled and shall provide the following information – the name of food, list of ingredients, nutritional information, declaration regarding veg or non-veg, declaration regarding food additives, name and complete address of the manufacturer or packer, net quantity, code no./lot no./batch no., date of manufacture or packing, best before and use by date, country of origin for imported food and, instructions for use.
Exemptions on labelling
Where the surface area of the package is not more than 100 sq cm, the label of such product shall be exempted from the requirements of the list of ingredients, lot or batch number, nutritional information and instructions for use, but this information shall be given on the wholesale package or multi-piece packages, as the case may be;
The date of manufacture or best-before or expiry date may not be required to be mentioned on the package having surface area of less than 30 sq cm, but this information shall be given on the wholesale or multi-piece packages, as the case may be;
Exemption given to refilling bottles
If the shelf life of the product is not more than seven days, manufacturing date may not be required, but use-by date is to be given, and
In case of multispecies package, the list of ingredients, nutritional information, date of packaging, best-before and vegetarian logo may not be specified.
Labels not to use words implying recommended by medical practitioners
There shall not appear in the label of any package containing food for sale the word recommended by medical profession or any words which imply or suggest that the food is recommended, prescribed or approved by medical practitioners.
Labels not to contain unauthorised use of words showing imitation
There shall not be written in the statement or label attached to any package containing any article of food the word imitation or any word, or words implying that the article is a substitute for any food, unless the use of the said word or words is specifically permitted under these regulations.
Imitations not to be marked pure
The word pure, or any word or words of the same significance, shall not be included in the label of a package that contains an imitation of any food.
Non-compliance with regulations
If the food product is not labelled in accordance to the regulations, or it does not provide the required complete information, or the food product is promoted for sale with false, misleading or deceptive claims, it is considered misbranded food and attracts the penalties as follows: Misbranded food up to Rs 3 lakh; and Misleading advertisement up to Rs 10 lakh.
Present day innovations and responses to changing consumer preferences and demands have extended functions of packaging from mere protection to include promotion, information, convenience, initiation and handling. Packaging becomes an added P to the 4Ps of marketing (product, price, place & promotion), particularly in terms of facilitating branding, product differentiation and identity which is the best communicated at the point of purchase.
Thanks to food labelling regulations, consumers can now make a wise decision and choice before buying processed food products off the shelf and feel safe than sorry. Furthermore, the Food Safety and Standards (Packaging and Labelling) Regulations, 2011, state, wholesale packages are no longer exempted from labelling requirements.
(Yashaswini is head, operations and marketing; and Barai is assistant marketing manager, Yuvan Longlife Pvt. Ltd)
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