Branding key to food marketing

The welcome announcement concerning the introduction of the Food Standards Agency (FSA) sets some clear challenges for food marketing, not least in the area of branding and packaging.

The industry should be using some basic criteria as a starting point:

Avoid implying benefits or associations which can’t be legitimately supported – through the use of design or brand name tricks;

Devote more effort to the effective presentation of important information – about nutritional comp- osition or safe use – and ensure this isn’t boring or ugly;

Avoid confusing marketing jargon wherever possible.

Dorothy Mackenzie

Director

Dragon

London W11

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