Ch. 9: Product Concepts

Amy’s Kitchen embraces package labeling as a key marketing tool. As a health conscious vegetarian with a sensitivity to dairy, I’m very familiar with labeling. I’ve probably spent a few hours to date reading food labels for offensive ingredients. It’s truly a continuous learning experience for me and the millions of other ingredient sensitive consumers.

As people become more and more aware of the effects of the added ingredients in our foods, product labels are read more frequently. As people make their way through supermarkets (especially those with food allergies, dietary restrictions and the ingredient sensitive) they are dedicating more of their time to reading informational labeling. Amy’s has become a great product for the thousands of people that suffer with food allergies. For some, finding any food that is prepared is next to impossible. Amy’s has dedicated much of its product line to foods that are free of specific ingredients, broadening its reach in the industry. A full view of their product mix can be found here: http://www.amyskitchen.com/products/search.php. Common claims that can be found on Amy’s labels include, “Gluten Free”, “Dairy Free”, “Lactose Free” and “Vegan”, among others. A full list can be found here: http://www.amyskitchen.com/special_diets/index.php. When a vegan sees a frozen dinner that has “Vegan” printed on the box they can let down their guard, consider it an option and then begin the process of analyzing the persuasive labeling.

People who are less concerned with ingredients probably don’t often venture past the persuasive labeling (ie. eye catching or familiar logos, and claims such as “Fresh” or “New Creamier Filling!”). Persuasive labeling is all about creating an image and relaying an idea or concept that will represent fulfillment of some desire or need. We want to be comforted by the familiarity of brands and we want to know that a product is good for our family’s well being and budget. In simplest terms, the ultimate goal of persuasive product labeling is to create a clear distinction between how the consumer feels and how the product will make them feel significantly better.

Whether a consumer has specific dietary needs or preferences or they simply want to be comforted, entertained or satisfied, product labeling is the final stand off between product and consumer. Persuasive and informational labeling must be presented in such a way that it creates a positive first impression because that’s all the time people allot per product during a single trip to the supermarket.