Packaging,

Labeling,
&
Branding
Products
A resource guide
for food
entrepreneurs.

Agriculture Innovation
Center

For more information: http://fyi.uwex.edu/aic

Packaging and Labeling
Regulatory Considerations
The way you package and label your product is
important. First, packaging protects it from Regulatory issues around packaging are very
physical, chemical and microbiological invasion. complex, and you must consider them in detail
with respect to each food product's unique needs
The package also provides a medium for and the properties of its potential package. The
presenting advertising messages and other following is a brief summary of some of the
important information to the consumer. regulatory issues you will want to investigate
more closely as you examine your packaging
And finally, the package is one of the greatest options.
influences on a consumer's decision to try your
product.

The Ideal Food Package Packaging Materials

The perfect food package has all of the With some types of products, the design process
following criteria: involves detailed regulatory requirements for the
package. For example, any package components
• meets current legal requirements; that may contact the food are food contact
• compatible with food;
materials. Toxicologists and food scientists need
• protects against contamination from the
environment; to verify that the packaging materials are
• controls the product's environment; allowed by applicable regulations. Packaging
• resists mechanical damage; engineers need to verify that the completed
• sanitary; package will keep the product safe for its
• tamper-proof; intended shelf life with normal usage. Packaging
• attractive; processes, labeling, distribution, and sale need to
• convenient;
be validated to comply with regulations and
• inexpensive;
• lightweight; have the well being of the consumer in mind.
• environmentally sound;
• functions as a preparation and/or serving
vessel;
• sells itself; Standardized Sizes
• identifies the product; and
• supplies the required information. Before you commit to packaging, you would be
wise to determine if the products meet
It's important to note, however, that not one food standardized size requirements. If they do, they
package available today meets all of these can only be sold in the units-weight or volume-
criteria. It's up to you to decide which are most as prescribed in applicable regulations.
important for your particular application and
which can be compromised.

For more information: http://fyi.uwex.edu/aic

Your choice of packaging materials may have an Metals
effect on whether the product meets standards of
identity or standard container sizes. Metals provide excellent protection to foods,
because no moisture or gas transmission can
take place. Metals are:

Sourcing Food Packaging • inexpensive;

• non-toxic;
Before you begin contacting food packaging • strong; and
suppliers, you should have a good idea of the • coated or plated so that they won't react
type of packaging you need, as well as the with the food.
dimensions and volumes required. Like food
ingredient suppliers, packaging suppliers deal Cans are the primary type of food packaging
only with those customers that can fulfill a produced from metals. They allow you to cook
certain volume order. the food inside the sealed can.

Because of this, you may find it easier to source The main metals used to make cans are steel and
your materials through food packaging aluminum. Steel can't be placed in direct contact
distributors. You could encounter a problem, with food or it will rust. As a result, steel must
however: these distributors usually carry only be coated with tin, chromium or various
standard types of packaging. For generic polymers for acidic foods.
packages, look in the Yellow Pages for
distributors near you. Aluminum, on the other hand, won't corrode
when it's exposed to food. However, it is
For more information, contact: sensitive to chloride ions and acid in foods.

Paperboard Packaging Council

1350 Main Street, Suite 1508
Springfield, MA 01103-1628 Can Sizes
Phone: 413.686.9191
http://www.ppcnet.org Metal cans come in a large variety of sizes,
ranging in both height and diameter. Two sets of
WS Packaging Group, Inc. numbers are given, the first set being the
2571 S. Hemlock Road diameter and the second being the height.
Green Bay, WI 54229 Within the set, the first number is stated in
https://www.wspackaging.com/ inches and the second is stated as 16ths of an
inch.

Can Types
Packaging Materials
You can purchase either three-piece or two-
You can choose from a number of packaging piece cans. Because two-piece cans have only
materials. Each has its advantages and one seam, they are superior with respect to
disadvantages. integrity and appearance. Unfortunately, they are

For more information: http://fyi.uwex.edu/aic

more expensive, and only small sizes are Glass
available.
Like metal, glass allows you to cook the food
One of the main benefits of using glass over inside the container. It is also good from a
other types of food packaging is that it is non- marketing
reactive with virtually all foods. As well, it
contains the product totally, because it is
impervious to moisture and gases.

perspective-because it is transparent, the • bags and pouches;

consumer can see the contents. • folding cartons; and
• corrugated boxes.
Not only is glass recyclable, but it is also often
re-used by some food processors. Plastic

The drawback of glass as a food packaging Plastics are ideal for food packaging because
material is that it is extremely fragile and very they are:
heavy, which adds to distribution costs.
• resistant to breakage;
The standard glass for food packaging is soda- • relatively inexpensive;
lime glass. It can be formed into unique shapes • corrosion resistant;
and sizes. It can also be colored for an attractive • lightweight; and
appearance or to screen out light that could • waterproof.
cause unwanted changes in the product.
Plastics can be produced easily in complex
shapes, and they also possess a wide range of
colors, or remain transparent.
Paper
Although plastics have come a long way since
Food packages made from paper can be formed their introduction into the food industry, there
into simple or elaborate designs, because it is still remain some drawbacks to using them for
flexible and easy to work with. Other benefits to food packaging. For example:
using paper include:
• they can bend, crush or crack easily;
• light weight; • some possess little heat resistance;
• generally inexpensive; and • they pick up dust easily; and
• excellent surface for printing. • some of the more complex laminates
can be very expensive.
Because paper isn't waterproof, its structural
integrity is limited. That is, when paper gets wet, Plastics also don't have the excellent barrier
it becomes weaker. As a result, paper is properties of glass and metals, so they allow
restricted to certain applications when used gases to pass in and out of the package. Plastics
alone. To overcome this problem, paper is often differ in how effective they are as barriers to the
coated with polymers or lined with foils. various important gases-oxygen, carbon dioxide
and water vapor. Selecting the right plastic
Types of paper packaging include: packaging requires knowledge of how sensitive

For more information: http://fyi.uwex.edu/aic

the product is to loss or absorption of these
gases.
Environmental Concerns

In general, food packaging has a bad reputation

Types of Plastic with consumers. They see it taking up space in
landfill sites and hear how it is using up valuable
Plastics are often classified into two categories - resources. It's not that they believe packaging
thermoplastics and thermoset plastics. isn't necessary, but rather they view it as
excessive and over abundant.
• Thermoplastics: These can be re-formed
into a desired shape after being melted. As a result, you must choose the packaging for
This type of plastic is used to produce your products carefully. When you're sourcing,
plastic bags, pouches, bottles, trays and take into consideration packages that are
cups. smaller, thinner and use less material. By doing
• Thermoset plastics: A thermoset plastic this initially, you can save yourself some time
is very strong once formed, and will and money searching for a new package farther
decompose before melting (that is, it down the road.
won't re-form). This type of plastic is
commonly used for bottle caps and can
coatings.

Laminates
Package Design
Laminates combine the advantages of several
materials into one. For example, one film may Your packaging must look professional in order
consist of paper, metal (foil) and plastic. In this to compete, particularly in the food business. It
case, paper is used for its low cost and strength, is the packaging that will determine a first
metal is added to prevent gas and/or light purchase, while the quality of your product will
penetration, and a low-cost plastic is bring repeat business.
incorporated so the film can be heat-sealed.
The first and most important step you must take
Laminates can often be more costly than other in designing your package is to establish the
packaging alternatives, such as metal cans or product requirements for:
plastics.
• the appropriate amounts in which you
Examples of laminates are Tetra Brik® drink will sell the product (these may be based
boxes, potato chip bags, retort pouches and on adequate portion sizes, competitors'
"ovenable" paperboard (paperboard that can be offerings or customer preferences);
heated up to 400 F). • volume and weights of the different
sales amounts;
• physical packaging attributes that help
the customer use the product;
• protective needs, including shipping and
handling factors;

For more information: http://fyi.uwex.edu/aic

 • the appropriate shape of the packaging, www.wspackaging.com
not only for esthetic appeal but also for http://www.trinovadesign.com/index.asp
efficient shipping and stocking; and
legal requirements.

Once you have determined the required Packaging Magazines:

specifications, the design of the packaging can http://www.packagingdigest.com/
be created to work within these boundaries. http://www.packworld.com/
http://www.brandpackaging.com/
Packaging design is part of your overall http://www.packagedesignmag.com/
marketing strategy. You can either do the design
yourself or hire a professional graphic designer.
Professional help from printers will be necessary
in order to create a package that has impact in Factors to Consider Regarding Design
the market. However, it is important that you are
able to give the designer specific directions,
because he or she won't be as knowledgeable Here are some of the considerations you should
about the target market as you are. take into account when you are developing your
product design:
The more information you can give to the
• Determine the target market.
designer about your target market, package
• Establish the image or "personality" of
structure and desired image the easier it will be
for him or her to create what you are looking for. the product based on the tastes and
You can get information about packaging design preferences of your target market: bold,
from trade magazines, trade shows, competing elegant, practical, sophisticated, fun, etc.
• Determine the most important features
products and books on labeling.
of your product to the audience (if too
much information is presented, the
Here is a site to really get you thinking
design will be cluttered).
creatively about package and label design:
• Determine where you will be selling the
The Dieline
product and the associated distributor's
http://www.thedieline.com/blog
regulatory requirements for the package,
including labeling.
You can also contact: • Determine the placement of the product
in relation to other products, particularly
Paperboard Packaging Council competitors (your package must stand
1350 Main Street, Suite 1508 out against its background).
Springfield, MA 01103-1628 • Colors convey meaning, and the
Phone: 413.686.9191 meaning will be different in each
http://www.ppcnet.org cultural setting
• Colors don't usually appear to be as
Food & Beverage Packaging bright or bold when the product is on the
http://www.foodandbeveragepackaging.com/ shelf. Be careful that color "rules" used
in other situations aren't being applied to
Companies who offer package design: the package design.
http://www.wisconsinpackaging.com/ • Symbols and shapes can often convey
information more concisely than text.

For more information: http://fyi.uwex.edu/aic

 • product class;
• distribution channel; and
Labeling • intended consumer.

High quality labeling, like packaging, requires For information about mandatory and optional
research, planning and consultation from a labeling elements for products being sold in the
variety of sources. As well, package and label United States, contact:
design must be integrated. It's important that
they both send the same message to the Information on the National Organic Program
consumer. and Certification
http://www.ams.usda.gov/AMSv1.0/nop
Your ultimate goal is to produce a label that is
educational and user-friendly. It should also The Electronic Code of Federal Regulations for
adequately market your product within legal Organic Certification
specifications. And, of course, your label needs http://ecfr.gpoaccess.gov/cgi/t/text/text-
to be an integrated part of your strategic
idx?type=simple;c=ecfr;cc=ecfr;sid=53149cdb8
marketing approach.
8f986b9cd8ba77495da44bc;region=DIV1;q1=na
Before you create a label, you should know: tional%20organic%20program;rgn=div5;view=t
ext;idno=7;node=7%3A3.1.1.9.31
• all the regions where your product will
eventually be sold, and through which FDA Food Labeling Guidelines
distribution channels; http://www.fda.gov/food/labelingnutrition/defau
• information your customers would find lt.htm
helpful;
• the colors and promotional appeals that The Electronic Code of Federal Regulations for
are suitable for your audience (your Labeling Guidelines
designer can give you input on this); http://ecfr.gpoaccess.gov/cgi/t/text/text-
• how the label will be applied; idx?type=simple&c=ecfr&cc=ecfr&sid=ce29e8
• what labeling material is suitable for the
product environment (that is, does it 1b1f51bd8945331631948e406d&idno=&region
need to be freezer-proof? Shipping- =DIV1&q1=food+label+&rgn=Section
proof? Smudge-proof?);
• what the labeling budget is per unit; and Measuring Up: Packaging Practices for Dairy
• regulatory requirements for the product. Products
http://www.ftc.gov/bcp/edu/pubs/business/mark
Once you have enough information to answer eting/bus22.shtm
the above questions, you can approach a label
designer. USDA Labeling Procedures
http://www.fsis.usda.gov/Regulations_&_Polici
Note that it is the manufacturer or distributor's es/Labeling_Procedures/index.asp
responsibility to ensure that the label meets legal
standards. In the United States, a unique set of Wisconsin State Requirements
specifications is required for each product, based http://datcp.state.wi.us/fs/business/food/labeling/
on a combination of factors, including: index.jsp
• geographic region;

For more information: http://fyi.uwex.edu/aic

Labeling Design

Your options are wide open when designing full Labeling Shapes and Sizes
color custom packaging label design. Full color,
CMYK label printing allows you to create To determine the best size for your project, use
stunning packaging label designs that include the guideline provided below.
high resolution color photos and complex color
graphics. Create your design based on popular • Measure the area that your packaging
and functional die-cut, pre-sized label shapes label must cover.
and sizes that fit almost any packaging • Find a standard label size that is closest
application. If a standard size won't work with to, but smaller than, the area to be
your design needs, most label printing covered.
companies can make special dies specific to
your design requirements. Using the sizing guidelines above, you should be
able to begin your actual design work on the
Great packaging label design includes these exact label size and shape you will use for
design considerations: selecting a standard printing. By choosing a standard size, you will
packaging label size that fits your design be able to manage printing costs and turnaround
requirements and incorporating full color time to your benefit. You can opt for a non-
graphics to support brand requirements and give standard packaging label size. We strongly
your packaging the most eye catching look suggest that you do this only if a suitable
possible. standard size can't be found. A non standard
label printing die will increase your order price
You can save time and money if you begin the and your order turnaround time.
design process by choosing to work with a
standard label size. You will establish your
design parameters early on based on a label size
that will benefit you with the most competitive
Labeling Print Materials
cost pricing and the fastest turnaround when
ordering. We also suggest that you prepare your
graphics to make the most of full color The guide below can help you determine the
packaging label printing. To do so, be sure your best material for most custom Packaging label
line art graphics are vector based and that your projects:
photos are high resolution and scaled at the size
you intend to print. Note, too, that labels being Custom Packaging Label Material
applied to see-through packaging can be printed Considerations
on both sides of the packaging label. Once you
know your packaging label size and have your • For Extreme Heat or Cold Applications,
graphics ready, you're ready to let the creative Consider Permanent Adhesive with
juices flow. Laminate
• For Long Term UV or Direct Sunshine
Contact the printer who you have chosen to Exposure, Consider Paper Material with
handle your labels at the very beginning. They UV Varnish
will be able to provide templates, aid in the • For Labels That Will Be Re-Positioned
regulation side of things, and offer any other or Re-Applied, Consider Removable
advice you might be seeking. Adhesive

For more information: http://fyi.uwex.edu/aic

 • For Labels That Will Be Applied To
Plastics, Consider Permanent Adhesive
Universal Product Codes
We suggest adding a laminate or UV varnish to
protect your packaging labels from abrasion, Many retails and distributors now require 12-
damaging heat, cold, and UV light sources. digit, scanner-readable universal product codes
Laminates and varnishes can add gloss sheen to (UPCs). The codes contain product pricing and
your labels. Ask for samples when talking with inventory information that is scanned and
a printer if you are curious about laminating processed by the cash register, allowing the
your labels. Laminates are not required. retailer to keep up-to-date product stock and
sales information.
You can also reference the below link for
helpful information in selecting the proper Codes issued in the United States, you must join
materials and printer: the Uniform Code Council. This organization
http://www.graphicproducts.com/tutorials/maga will also provide a list of reputable printers that
zine-articles/selecting-labeling-supplies.html can create film masters.

Companies who can print and create labels: For more information, contact:
http://www.wisconsinpackaging.com/
www.wspackaging.com Uniform Code Council Inc. 300-7887
http://www.trinovadesign.com/index.asp Washington Village Drive Dayton, Ohio 45459
Tel: 937-435-3870 Fax: 937-435-7317

Code of Federal Regulations: Bar Codes:

http://ecfr.gpoaccess.gov/cgi/t/text/text-
Ingredient Listing idx?type=simple;c=ecfr;cc=ecfr;sid=496720d03
b7aa0eb792080f115063acc;region=DIV1;q1=la
All ingredients must be listed by their common bel%20requirements;rgn=div8;view=text;idno=2
name, in descending order of proportion. 1;node=21%3A4.0.1.1.2.1.1.16
Ingredients for certain formulations of standard
products aren't required, but these exceptions are
different for each country.
Nutrition Labeling
The Food and Drug Administration regulates
requirements. The size of the text and its
position on the label are also regulated.
Learn what details you need to provide in your
Code of Federal Regulations: nutrition label in order to comply with the Food
http://ecfr.gpoaccess.gov/cgi/t/text/text- and Drug Administration requirements at the
idx?type=simple;c=ecfr;cc=ecfr;sid=496720d03 Center for Food Safety and Applied Nutrition
b7aa0eb792080f115063acc;region=DIV1;q1=in website. Get help from the pros by having your
gredients;rgn=div5;view=text;idno=21;node=21 food products lab-tested for nutritional content.
%3A2.0.1.1.2 Intertek tests food for FDA compliance to assist
food manufacturers from pricey recalls for
incorrect nutrition labeling.

For more information: http://fyi.uwex.edu/aic

 Have your food analyzed by a professional a change. Keep this in mind when you
lab that has expertise in FDA nutrition guideline order labels.
compliance to prevent costly recalls and/or fines.
 Check with your local health department for You can get an "informal comment" on label
county guidelines on food packaging, prototypes from governmental bodies. However,
manufacturing and shipping. Regulations differ these organizations won't issue a legal
from county to county and state to state. confirmation that a product label has met all
regulatory criteria.

Code of Federal Regulations: Nutrition Label:

http://ecfr.gpoaccess.gov/cgi/t/text/text-
idx?type=simple;c=ecfr;cc=ecfr;sid=496720d03
b7aa0eb792080f115063acc;region=DIV1;q1=la
bel%20requirements;rgn=div8;view=text;idno=2
1;node=21%3A2.0.1.1.2.1.1.6

Other Points About Labeling

You should be aware of the following:

• "Eco-labeling" (or Environmentally

Friendly Labeling) falls under separate
guidelines
• Before you finalize the printing of
labels, all the work should be proofread
several times. Also, if you are unhappy
with the design work, ask the designer
or printer for changes.
• Printers normally create print plates for
label printing. Ask the printer if you can
keep the plates when the job is
completed. This will permit you to
change printing companies without
incurring the additional cost of creating
a second plate.
• There is usually a minimum order
amount when purchasing labels or
packages. Determining this amount
before you order will help you to avoid
over-purchasing to meet the minimum.
• The cost advantages of bulk printing
may be overcome by the cost of
disposing of unused labels if you require

For more information: http://fyi.uwex.edu/aic

Hiring a Professional Designer in many cases, give a potential customer
their first impression of your business.
When thinking about your design, you should
consider a professional designer. AIGA, the 1. Will you tell me a little bit about
professional association for design puts out a yourself?
guide for clients. It’s worth reading and will help
you understand and make the right decision of 2. How long have you been in business?
whether to hire a professional designer, or do it
yourself. Include PDF here. 3. Do you have an office space, or are you
home-based?
Graphic design is a creative endeavor. And a
good professional designer can make a huge 4. How many people work in your office?
difference in the results you get from the work.
5. What’s your specialty?
Just look around the web. You can tell a major
difference between web sites that graphic 6. Have you worked on this kind of a
designers have been involved with the design, project before?
look and feel of the sites, and usability.
7. How much does it cost?
Good graphic designers are communicators.
That is what design is for: to communicate a 8. I know exactly what I want. Can I get a
product or service in a way that is visually discount on your price, because you won’t
appealing, positive and effective. have to do as much work?

In the end, what you want from your package 9. What are your payment terms?
and/or label is results! A professional graphic
designer can help you achieve results. Good 10. How long is your turnaround time?
graphic designers also have training and
understanding in advertising and various 11. Who will I work with on this project?
marketing topics to aid in the creative projects Who does the actual design work?
they work.
12. What’s included with my project?
There is a vast range of quality and price
differences between what someone bills as a
13. What do I need to provide?
professional anything these days. Be sure to look
at their portfolio and consult with them before
14. What if I’m not happy with the design?
hiring and remember to look at this pdf.
15. Who owns the design once it’s finished
and paid for?
Questions to ask a Professional Designer 16. Do you have references?

Choosing a designer can seem like a 17. What happens if you go out of
daunting task. You need to know if you can business?
trust this person with the reputation of your
company, because what they produce will, 18. Can you send me some samples?

For more information: http://fyi.uwex.edu/aic

19. Will you show me a few samples of
your ideas for my project so I can get a feel
for your work?

20. Why should I hire you for the job?

For more information: http://fyi.uwex.edu/aic