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Extended-text label spices up sales of seasoning blends

A new peel-back, three-panel label for a line of Club House brand One Step Seasoning Blends from McCormick Canada, Inc. has uncovered more than additional label space.
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The label, printed with recipes specific to each spice blend, has brought new users to the Club House franchise, as well as promoted greater use of the product by existing customers.

In 2008, McCormick Canada noted that while the Club House brand was well recognized in Canadian kitchens, and although the 13-variety One Step Seasoning Blends line had experienced strong sales growth, “overall consumer awareness for the products was still very low,” says Jennifer Dionne, group marketing manager for the company. “Those consumers who were using the product were finding it challenging to come up with new ways to use the flavor in their cooking.”

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The solution was a package design update that put recipe suggestions right at the consumers’ fingertips, with a wraparound, peel-back label offering a much larger footprint for copy. The spice line’s signature clear PET pedestal bottle from Setco, a subsidiary of Berry Plastics, in 111- and 180-g sizes, remained unchanged, along with its trademark red flip-top shaker lid. The bottle’s pressure-sensitive paper label, however, was swapped for a two-part, extended-text biaxially oriented polypropylene label from the Fasson Roll North America division of Avery Dennison.

Converted by All Stick Label, the label is comprised of a facestock top sheet that carries the prime label, nutrition facts, ingredients list, promotional copy, and company information. When the top panel is peeled back, consumers will find six recipes, both in English and in French—a mandate in Canada—with the latter printed on the backside of the top sheet. The p-s base-stock bottom sheet wraps the entire bottle and contains the six recipes in English. A proprietary adhesive from Avery Dennison on the backside of the top panel allows the label to be resealed after peeling.

According to Dionne, consumer reception has been “exceptional.” She adds: “Beyond the anecdotal, there are three metrics that tell us that the label is very successful. The first is household penetration, which is up a full point and represents about 120,000 new households. So more people in fact are buying the One Step Seasoning Blends. The second metric shows that frequency of purchase increased, which means more people are coming back to buy the product. And third, the time between purchases has decreased, so consumers are indeed coming back and replenishing sooner than they had a year ago.” See related video at packworld.com/video-29899.

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