Studies help to understand what needs to be highlighted
The deadline stipulated by the National Health Surveillance Agency (Anvisa) for the food industry to adapt to the new nutritional labeling rules ends on October 9, 2024. The decision was published in November 2023, through the Collegiate Board Resolution (RDC) 819/2023, which amended RDC 429/2020, allowing the exhaustion of stocks that had already been acquired by October 8th of last year.
The deadline considers the imbalance in the logistical supply chain and the instability of Brazilians’ purchasing power, reflections of the Covid-19 pandemic. Clearer, the information in the nutritional table helps consumers to choose foods more consciously. Some warnings, necessarily signaled by the image of a magnifying glass, can already be seen on the front, such as high sugar, saturated fat and sodium content.
I see the determination to show these excesses in a very healthy way, as obesity rates are increasing in Brazil. an important warning, comments Mario Narita, CEO of Narita Strategy & Design. The executive highlights the importance of packaging as the only point of contact with the consumer for 95% of producers, highlights Narita.
Previously seen as a silent seller, packaging is now a vector of change and positioning for brands. In 2020, Mars Food announced the removal of the Uncle Ben logo from the Uncle Bens rice brand, which was renamed Bens Original. The image of a black man with white hair and a bow tie reinforced the stereotype of slavery.
The agency studies the emotions and habits behind consumers’ purchasing decisions with the help of a proprietary methodology called the Limbic Process. It is possible, for example, to notice the difference between the packaging that the person would buy, and not the one they liked the most.
Read the full article in the propmark of 25 browns from 2024
