We read with interest recent headlines confirming the ban on ‘Buy one, get one free’ (BOGO) and other volume-based promotions for high-fat, salt, or sugar (HFSS) foods. Many of these promotions were not purely brand-led; they were often driven by supermarket trading special deals in return for premium shelf that incentivise impulse buying.
Without this simple way to drive high-volume sales, are manufacturers and supermarkets now forced to take a more creative or value-based approach to incentivise consumers?
Will the BOGO ban lead brands to pivot away from price promotions to communicating value directly on the pack.
While this shift is easy for wholesome products, but let’s not forget we’re talking about Ultra-Processed, High-Fat, high salt, and/or high sugar products here, where “value” becomes somewhat harder to define! However, there are other forms of value that justify the purchase and secure brand loyalty. This makes on-pack real estate more valuable than ever before.
Fix-a-Form®, the multi-page label provides the ideal platform for this expanded storytelling, enabling brands to communicate the best possible version of their product through factors like recipes, ethical or sourcing storytelling, and enhanced information transparency to build consumer trust and loyalty.
Compliance is at the heart of this legislation. Brands must ensure their nutritional and ingredient labelling is transparent and up-to-date, especially if they are reformulating products to fall outside the HFSS category.
If this demands the inclusion of more on-pack information, then our multi-page labels are uniquely positioned to help. They allow for the efficient inclusion of complex, multi-column nutritional panels, detailed allergen warnings, and ingredient lists required by new standards without cluttering the main packaging design.
Furthermore, for brands introducing newly compliant or reformulated products across various markets, multi-page labels efficiently carry multiple language translations on a single SKU, streamlining production and inventory.
The new promotional landscape will inevitably shift brands towards more creative and strategic on-pack marketing. With volume promotions banned, the focus moves to engaging mechanics like loyalty programs, competitions, and instant-win rewards, all requiring discreet, unique identifiers on the product itself.
Our Promotional and Peel & Reveal label solutions are used extensively for this type of compliant, high-engagement campaign. that reveals an “instant-win” prize or Unique Codes or QR codes that direct consumers to online loyalty schemes, exclusive digital content, or digital coupons for future compliant purchases.
Whenever you’re challenged with communicating more with less space, talk to the multi-page experts.
We’re here to help.
+44 (0) 1284 701381 | db@dennybros.com
