Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Some marketers still failing the 'appeal of real' test

Department of Consumer Protection finds evidence of frozen seafood package labels that inaccurately reflect the product weight. The difference was made up by ice.

Brand consultants have been preaching for some time that above all, a product has to be trustworthy to remain in shoppers’ consideration set. Brands that are authentic, in both product and packaging, have the best chance of retaining loyal consumers.

But as the Harford Courant reports, some branding teams still aren’t heeding the message. The newspaper quotes the Department of Consumer Protection (DCP) as saying that half of 52 frozen seafood products it inspected failed its packaging truth test. Jerry Farrell Jr., DCP commissioner, says packages that failed the test contained less product in weight than what was reported on the label and that excess ice made up the weight difference.

The 26 products that failed the review have been pulled from store shelves, and the brand owners might face fines.

It’s worth considering what James Gilmore and B. Joseph Pine state in their book “Authenticity: What Consumers Really Want.” Consumers are drawn to the “appeal of real.” That includes branding communication that accurately reflects what’s inside the package.

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report