Princes adds nutrition data to its labels

Canned food giant Princes Foods is launching the second phase of a major overhaul of its packaging design to include colour-coded icons that give nutritional information, such as cholesterol or salt levels.

It aims to simplify the packaging to make it easy for consumers to find the products they want and to make informed choices. The design will be introduced to stores shortly.

Princes began the redesign three years ago as part of a strategy to have consistency across its product portfolio. The range, which includes canned fish and meat products and juices , is available in 40 countries.

It has introduced a “silky blue” background on all of the Princes range, which has helped to bring all of the markets into line and to improve on-shelf presence. Tim Jolly, chief executive of Princes Manufacturing and chairman of the company’s brand board, says that the company previously did not have a controlling influence over the branding because it focused on other areas such as sales and trading.

He says the company is looking at ways to simplify its labelling and ensure that it remains contemporary by implementing a five-year programme of development. It is working with Edinburgh-based branding and design agency Tayburn.

Princes is also redesigning other brands including Shippams and Napolina.


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