Label your product effectively

Excerpt from FoodNavigator's Practical Guide to Startup SuccessWe look at legal and effective ways to label food products.

You’ve developed your own product. You’ve put time, energy, and passion into developing it. Your friends and family have tasted it, and you’ve made the necessary adjustments to make sure it’s exactly what you wanted. Now it’s time to package your product.

There are also questions about design and materials. You can choose between natural and synthetic packaging. Is it better to use a neutral palette or a bright and bold one? What tone do you want to give to your name and slogan? All these questions are important and you have probably thought about them since the moment you had your first idea.

You may not be aware of the importance of including information on your product labels. This is by far the most important aspect to consider and master. Especially when it comes to consumer safety.

Speaking at the Bread & Jam FMCG startup event in London, Sam Hyde-Hart said: “If you’re a brand and you’re putting a product on the market, it’s your responsibility to ensure that consumers are safe.”

The good news is that regulations are similar across Europe. If your product works in one European country, it will probably work in other countries. That doesn’t mean you should skip due diligence. You are responsible for ensuring that the information displayed on your packaging is accurate and complete. What are the basics?

What should a product label contain?

On the packaging, it must accurately describe the food and include all instructions. The consumer will know exactly what they are buying. The list includes all ingredients with allergens such as nuts or milk highlighted. This allows customers with allergies to see if a certain product contains an allergen.

If you use an incorrect label, such as incorrectly stating allergens or ingredients, your product can put the consumer at risk. This can lead to a product recall. “That’s when the product could be pulled from the market, which would lead to exposure on national television,” says Hyde Hart.

Not only would this be a public health issue, it could also harm your brand. It would take a long time to repair this damage, especially if you are launching a brand. If it is determined that there is a serious threat to public health, it could have even more devastating consequences.

Hyde-Hart explains that if you make a mistake on packaging and the regulator challenges you on it, they can ask you to correct it when they next print, even if there are no safety concerns. If negligence is proven, the manufacturer can be forced to withdraw the product, fines can be imposed, and even prosecution can follow if the mistake caused injury or death.

It is important to do it correctly.

Labels must include the expiration date or use-by date. Both the retailer and the consumer need to know these dates. The type of product you are selling will determine which of these dates to include.

The UK Food Standards Agency states that "The use-by date of a food is intended to ensure safety. A consumer should never consume food after this date."

Best before dates, also known as BBE or use by dates, are not about safety but rather quality. The food is still safe to eat after the date on the product. However, it may not taste its best. The best before date can be found on many different foods, including dry foods such as rice or pasta, as well as canned goods such as baked beans.

You can also learn more about It is also important to include any necessary health warnings, such as “not recommended for pregnant women.” These details can also be included on the packaging label, along with the list of ingredients. The consumer can quickly determine whether the product they are considering purchasing is suitable for them.

It is also useful and important to describe how the product should be stored. If opened, should it be stored in the freezer or refrigerator?

Net quantity is important. Net quantity information is essential.

Finally, you need to declare your country of origin. Your customers will want to know if a product was made in Italy. This adds authenticity to your product and you can use it in your marketing.

Even if you have followed all the rules, checked all the "i"s and dotted all the "t"s, you still need to get the labeling approved by the experts in the country where you plan to sell your product. You can launch your product with confidence, knowing that you have complied with all the regulations.