Baking & Snack - May 2015 - 50
FRONT OF PACKAGE
"[Natural] is a nebulous term that means
everything and nothing at the same time, and it's
controversial because it invites litigation.
"
Dan Letchinger, Dave's Killer Bread
and grow, we continue to maintain that as a foundation."
Phoenix-based
Inventure
Foods focuses its attention on another popular claim, gluten-free.
"Gluten-free has become important to consumers," said Steve
Sklar, senior vice-president and
general manager, snack division,
Inventure Foods. "We believe if
your product is gluten-free, you
should let people know." The company prioritizes making as many
of its products as possible glutenfree and has even reengineered
existing products to make them
gluten-free when possible. With
products like potato chips that are
naturally gluten-free, this can be as
simple as tweaking the seasoning.
Beyond claims that reinforce a
company or brand's values, marketers often look to the product
itself, consumer demands and
the competition to guide them in
what else should be promoted on
the front of a package.
"At the end of the day, it boils
down to the consumer trends,
what consumers want," Mr.
Sklar said. "You can get into so
many claims that you can't distinguish what's important." For
its Organic Veggie Stick, Mr.
Sklar said the company focused
on the facts that the product is
organic, baked and contains 10
vegetables. Those as primary,
secondary and tertiary claims
convey a message of clean label
and nutrition without cluttering the packaging. The fact that
these veggie sticks are organic
also differentiates them from
their competition.
For Hain Celestials' Garden
50 Baking & Snack May 2015 / www.bakingandsnack.com
http://www.honeyville.com/services
Baking & Snack - May 2015
Table of Contents for the Digital Edition of Baking & Snack - May 2015
Editorial
Newsfront
News
Going For The Green
A League of Their Own
Baking & Snack - May 2015 - 1
Baking & Snack - May 2015 - 2
Baking & Snack - May 2015 - 3
Baking & Snack - May 2015 - 4
Baking & Snack - May 2015 - 5
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Baking & Snack - May 2015 - 10
Baking & Snack - May 2015 - 11
Baking & Snack - May 2015 - Editorial
Baking & Snack - May 2015 - 13
Baking & Snack - May 2015 - 14
Baking & Snack - May 2015 - 15
Baking & Snack - May 2015 - Newsfront
Baking & Snack - May 2015 - 17
Baking & Snack - May 2015 - News
Baking & Snack - May 2015 - 19
Baking & Snack - May 2015 - 20
Baking & Snack - May 2015 - 21
Baking & Snack - May 2015 - 22
Baking & Snack - May 2015 - Going For The Green
Baking & Snack - May 2015 - 24
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Baking & Snack - May 2015 - 26
Baking & Snack - May 2015 - 27
Baking & Snack - May 2015 - 28
Baking & Snack - May 2015 - 29
Baking & Snack - May 2015 - A League of Their Own
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