Research into Packaging and Labelling

Questions

1. What are the differences in the nutritional information? Which one is actually healthier
2. What is the difference in price?
3. Where are they positioned in the store and on the shelf?
4. What other claims do these products make (are they part of the soil association/are they Fairtrade products/organic/responsibly farmed)
5. You must also write down the different colours and images that each of these products use to sell.
6. What are the connotations of these colours/images?

Anchor Butter

1. Light – less calories/ 6g of fat. Fat- 8g of fat
2. Same price/ £2.60
3. Placement – Dairy section. Shelf – Below eye level
4. None
5. Both are the same apart from blue ribbon on the lighter butter
6. Blue for light. Red for fat
In this case, light is better for you as it has less fat than the full fat anchor butter. Pricing is slightly high for the size of the product. The colours on the packaging both represent something and are right for either the light or the fat product. I would buy the light anchor butter as it had less grams of fat, also it is near enough in my eye level so I am more likely to choose this type of butter.

Cadbury Hot chocolate

1. Light – 40 calories/12.8g. Fat – 115 calories/fat – 11.3g
2. Light - £3.09. Normal - £2.76
3. Shelf – Below eye level
4. Part of Fairtrade
5. Both are the same colour – Purple
Cadbury hot chocolate also proves that light is better in some ways. The light hot chocolate only has 40 calories but the fat one has 115 calories. However the light hot chocolate has 1.5g more of fat the the fat hot chocolate. Making both of the products packaging have the same colour ensures that people won’t decided which one to buy just based on the colour of the packaging. Both of these are part of fair-trade which means they will cost a little bit more but will enable people to feel good about buying the product as they know their money will be going to a good cause. Both are below eye level so it’s mostly people would slightly miss the product. I would most likely buy the Light Cadbury hot chocolate as it is healthier.

Waitrose own cheese

1. Reduced fat -5.8g. Fat – 8.6g
2. Reduced fat - £2.29. Fat - £2.19
3. Store – Cheese section, middle isle. Just below eye level
4. None
5. Reduced fat – Blue. Fat – Red
6. Blue reduced fat usual represents lighter.
Another product that proves that if it says ‘reduced fat’ or ‘light’ that is generally is. The reduced fat product has 5.8g of fat where as the fat product 8.6g of fat which means that the reduced fat produced is healthier for you. This cheese is placed just below eye level, ensuring that most people will look at the part of the shelf that the cheese is on. Also the colours of the packaging are like any other, Blue for reduced fat and Red for fat, is helps people to see without reading which one is reduced fat or full fat. However reduced fat is more expensive than the full fat cheese, this will probably mean that more people may not want to pay the extra price for the reduced fat cheese. I would most likely buy the reduced fat as it has less fat that the full fat cheese.


Soya Milk

1. Original – 184 calories. Slim – 129 calories
2. Original - £1.09. Slim - £1.35
3. Self – eye level
4. None
5. Slim – Red. Original – Blue
6.
Lastly Soya milk also means exactly what is says on the packaging with the slim soya milk at 129 calories which is 55 calories less than the original soya milk. The soya milk is on the shelf at eye level so is most likely to be seen and bought by anyone. Soya milk also has slightly the same colour scheme on the packaging, however the colours our switched round with red being slim and blue being original. I would much rather buy the Slim soya milk as it is healthier for you