Marketing And Food Labels Flashcards
What mandatory information must be labelled on food products?
Storage instructions List of ingredients Instruction for cooking the product Use by date/best before date Genetically modified ingredients Manufacturers name + address Weight/volume/quantity of item Where the product was made (country)
What unit is energy listed in?
Kilocalories and kilojoules
What unit is other information listed in?
Grams
How should nutritional information be displayed?
In a table and include detail of nutrients per 100g of the product
Nutritional information tables should include details of nutrients per…..?
100g of the product
Name all optional food labels?
Food origin + packaging information Serving suggestions Suitability Traffic - light labelling Positive claims
What’s the colour - coding for traffic light labelling based on?
Reference Intake Values
What is point of sale marketing?
Items are deliberately placed near the till to try to encourage shoppers to buy them last minute.
Common items include magazines, lottery tickets, chewing gum and sweets.
What are loyalty cards?
E.g. Nectar or myWaitrose.
Through these schemes, supermarkets can store data on buyers’ preferences and send targeted offers.
What are special offers?
Offers persuade people to purchase products that they might not have bought otherwise.
People are attracted to special offers because they think they’re getting a good deal.
Common special offers include:
Price cut - ‘50% off’ or ‘save £3.00’.
Why do food companies highlight health benefits?
Companies may highlight the health benefits of consuming their products or their ethical values in order to appeal to wider audiences. Teaming up with celebrities or big brands will help get their name out to wider audiences
How do companies market health benefits of products?
These may include:
‘1 of your 5 a day’.
‘High in fibre’.
Food companies may promote a low fat/sugar alternative to one of their products (e.g. Coca-Cola Zero).
Food companies may highlight that a product contains natural ingredients to appeal to health-conscious buyers
What does it mean to highlight ethical values?
Joining initiatives like Fairtrade may help food companies to attract more customers. They may have to spend more on food production, but they can charge more for their products.
Companies may want to advertise that they’re environmentally aware by stating that packing is made from recyclable/biodegradable materials.
What are endorsements?
Celebrity endorsements (e.g. by famous chefs) can help to promote sales.
Food companies and brands can team up to target certain ages.
E.g. Disney for young children.
Food companies can also sponsor individuals, such as sports personalities, or sporting events. Their name gets displayed on banners, kit and other things, which helps them to reach a wider audience.
Why are special offers used?
To persuade people to purchase products that they might not have bought otherwise
