Introduction

The combination of packaging and labelling provides a medium for your advertising message and is one of the greatest influences on a consumer’s decision to buy. It also has a direct impact on the costs and quality of your product. Packaging is as important as the product within.

In this section you will learn:

  • the ideal food packaging
  • packaging sources
  • design and materials
  • food labelling

The ideal food package

Packaging protects your product from physical damage and chemical or microbiological contamination. The package is also one of the greatest influences on a consumer’s decision to try your product.

A good package:

  • meets all current legal requirements
  • is compatible with food
  • protects against contamination from the environment
  • controls the product’s environment and condition
  • can help extend the product’s shelf life
  • resists mechanical damage
  • is sanitary, tamper-proof and attractive
  • is convenient, inexpensive and lightweight
  • stands up to the demands of shipping and display
  • can be easily handled in the store
  • is environmentally sound
  • functions as a preparation and/or serving vessel
  • sells itself
  • identifies the product
  • supplies the required information

The type of food package you choose may not meet all criteria listed above. It is up to you to decide which are most important for your application and which can be omitted.

Packaging can also have an impact on your costs. Depending upon its weight, it can increase your shipping costs. In some jurisdictions you can be held responsible for managing the end-of-life of your package to minimize its impact on the environment. This is called product stewardship.

In general, food packaging has a bad reputation with consumers. They see it taking up space in landfill sites and hear how it can use up valuable resources. Some consumers may view packaging as excessive, often not considering the food safety aspect. As a result, you must choose the packaging for your products carefully.

When you are sourcing, try to use packaging that is smaller, thinner and uses less material but also protects your product adequately. By doing this initially, you can save yourself some time and money searching for new packaging in the future.

Packaging sources

The Packaging Consortium is the industry association for the design, supply and user sectors of the packaging industry, including:

  • food and grocery products, both national and private labels
  • beverages, including soft drinks, juices, beer, liquor, milk, tea and coffee
  • pharmaceutical formulations, cosmetics and personal care items

They offer an online database of suppliers, especially those who sell in large volumes. Packaging suppliers deal only with customers that can fulfill certain volume orders.

Smaller packaging supplier firms may be able to find restaurant suppliers or packaging distributors who can provide smaller volume orders.

Before you begin contacting food packaging suppliers, you should have a good idea of the type of packaging you need from your product specifications, as well as the dimensions and volumes required (see Developing your product prototype).

There are also firms that specialize in repackaging products into new packages and designing aisle displays.

Packaging design and materials

Your packaging must look professional in order to compete, particularly in the food business. It is the packaging that will determine a first purchase, while the quality of your product will bring repeat business.

The first and most important step you must take in designing your package is to establish the required specifications for:

  • appropriate amounts in which you will sell the product (these may be based on adequate portion sizes, competitors’ offerings or customer preferences)
  • volume and weights of the different sales amounts
  • physical packaging attributes that help the customer use the product
  • protective needs, including shipping and handling factors
  • appropriate shape of the packaging, not only for esthetic appeal but also for efficient shipping and stocking and legal requirements

Once you have determined the required specifications, the design of the packaging can be created to work within these boundaries.

Packaging design is part of your overall marketing strategy. You can either do the design yourself or hire a professional graphic designer to help create a package that has impact in the market.

Your graphic designer will require a clear idea of your target market, package structure and desired image.

You can get information about packaging design from trade magazines, trade shows, competing products and books on labelling.

Factors to consider regarding design

Here are some of the considerations you should consider when you are developing your product design:

  • target market
  • image or “personality” of the product based on the tastes and preferences of your target market. For example, bold, elegant, practical, sophisticated, fun
  • important features of your product to the audience (if too much information is presented, the design will be cluttered)
  • location of where your product will be sold and the associated distributor’s regulatory requirements for the package, including labelling
  • placement of the product in relation to other products, particularly competitors
  • colours and the meaning they convey in each cultural setting
  • the appearance of the package on the shelf
  • symbols and shapes and the information they can convey

Materials

You can choose from several packaging materials. Each has its advantages and disadvantages.

Metals

Metals provide excellent protection to foods because no moisture or gas transmission can take place. Metals are:

  • inexpensive
  • non-toxic
  • strong
  • coated or plated so that they do not react with the food

Cans are the primary type of food packaging produced from metals.

The main metals used to make cans are steel and aluminum. Steel cannot be placed in direct contact with food, or it will rust. As a result, steel must be coated with tin, chromium or various polymers for acidic foods.

Aluminum, on the other hand, will not corrode when it is exposed to food. However, it is sensitive to chloride ions and acid in foods.

In many cases, cans are lined to prevent reactions. Bisphenol A (BPA) has been used in food can liners, although it is being phased out.

Can sizes

Metal cans come in a large variety of sizes, ranging in both height and diameter. Sizing is based on the American system, so it is read in inches. Two sets of numbers are given, the first set being the diameter and the second being the height. Within the set, the first number is stated in inches and the second is stated as 16ths of an inch.

Can types

You can purchase either three-piece or two-piece cans. Because two-piece cans have only one seam, they are superior with respect to integrity and appearance. Unfortunately, they are more expensive and only small sizes are available.

Glass

One of the main benefits of using glass over other types of food packaging is that it is non-reactive with virtually all foods. As well, it totally contains the product, because it is impervious to moisture and gases.

Like metal, glass allows you to cook the food inside the container. It is also good from a marketing perspective because it is transparent, thus allowing the consumer to see the contents.

Glass is recyclable and is often re-used by some food processors. The drawback of glass as a food packaging material is that it is extremely fragile and very heavy, which adds to distribution costs. Many large food distributors are working hard to reduce the amount of glass packaging in the products they sell.

The standard glass for food packaging is soda-lime glass. It can be formed into unique shapes and sizes. It can also be coloured for an attractive appearance or to screen out light that could cause unwanted changes in the product.

Paper

Food packages made from paper can be formed into simple or elaborate designs because paper is flexible and easy to work with.

Paper is also light weight, generally inexpensive and has an excellent surface for printing.

The structural integrity of paper is limited, meaning it become weaker when wet. As a result, paper is restricted to certain applications when used alone. To overcome this problem, paper is often coated with polymers or lined with foils.

Types of paper packaging include:

  • bags and pouches
  • folding cartons
  • corrugated boxes

Laminates

Laminates combine the advantages of several materials into one. For example, one film may consist of paper, metal (foil) and plastic. In this case, paper is used for its low cost and strength, metal is added to prevent gas and/or light penetration, and a low-cost plastic is incorporated so the film can be heat-sealed.

Laminates can often be more costly than other packaging alternatives, such as metal cans or plastics.

Examples of laminates are Tetra Brik drink boxes, potato chip bags, retort pouches and “ovenable” paperboard (paperboard that can be heated up to 205°C).

Plastic

Plastics can work well for food packaging because they are resistant to breakage, relatively inexpensive, corrosion resistant, lightweight and waterproof.

Plastics can be formed easily into complex shapes, sizes and colours, but can also be transparent.

Although plastics have come a long way since their introduction into the food industry, there remain some drawbacks to using them for food packaging. For example, plastics do not have the excellent barrier properties of glass and metals, so they allow gases to pass in and out of the package. Plastics differ in how effective they are as barriers to the various important gases (for example, oxygen, carbon dioxide and water vapour). Selecting the right plastic packaging requires knowledge of how sensitive the product is to loss or absorption of these gases.

Types of plastic

Plastics are often classified into two categories, thermoplastics and thermoset plastics. Thermoplastics can be re-formed into a desired shape after being melted. This type of plastic is used to produce plastic bags, pouches, bottles, trays and cups. Thermoset plastics are very strong once formed and will decompose before melting (that is, it won’t re-form). This type of plastic is commonly used for bottle caps and can coatings.

Just because a material can be recycled, does not mean it is recyclable. In some cases, municipalities only accept certain plastic types and not the full range. See the table below for the meaning of plastic recycling symbols.

Table 1. Plastic recycling symbols
SymbolDescriptionUsage
Polyethylene Terephthalate (PET) is clear, strong and resistant to heat with good gas and moisture barrier properties. It is inexpensive, lightweight and easy to recycle.Plastic water, sports drink and pop bottles, salad dressing and vegetable oil containers, oven-ready food trays
High Density Polyethylene (HDPE) is stiff, strong, resistant to chemicals and moisture, and is easy to process and form. It has a low risk of leaching (contaminated liquid draining from a landfill) and is readily recyclable into many goods.Bottles for liquid dish and laundry detergent, juice, milk, shampoo, conditioner, bleaches and vinegar, bags for groceries and retail purchases, some butter and yogurt tubs
Vinyl (Polyvinyl Chloride or PVC) is versatile, clear, tough, resistant to grease, oil and chemicals.Some window cleaner and detergent bottles and clear food packaging, like blister packs
Low Density Polyethylene (LDPE) is easy to process, strong, flexible, easy to seal and is a barrier to moisture.Bags for dry cleaning, newspapers, bread, frozen foods, fresh produce and household garbage, container lids, squeezable bottles (for example, honey and mustard)
Polypropylene (PP) is versatile, strong, resistant to heat, chemicals, grease and oil and is a barrier to moisture. It is gradually becoming more accepted by recyclers.Some yogurt and margarine containers, syrup bottles, ketchup bottles, bottle caps, containers for takeout meals and deli foods, medicine bottles
Polystyrene (PS) is versatile (rigid or foamed), easily formed and insular. It is gradually becoming more accepted by recyclers.Grocery store meat and poultry trays, egg cartons, cups, plates and cutlery, hinged takeout containers (for example, clamshells), aspirin bottles, packing peanuts
Use of the "Other" code indicates that the package is made with a resin other than the six in this chart, or is made of more than one resin.Large reusable water bottles, oven-baking bags, barrier layers and customer packaging

Food labelling

High quality labelling, like packaging, requires research, planning and consultation from a variety of sources. As well, package and label design must be integrated. It is important that they both send the same message to the consumer.

Label design

Before you create a label, you should have your product specification available and know:

  • the regions where your product will eventually be sold and through which distribution channels
  • information your customers would find helpful
  • colours and promotional appeals that are suitable for your audience
  • how labels will be applied
  • labelling material suitable for the product environment (does it need to be freezer-proof? Shipping-proof? Smudge-proof?)
  • labelling budget per unit
  • regulatory requirements for the product

Once you have enough information to address the above, you can approach a label designer. See the Protecting your idea section for more information on how to copyright your label wording and artwork.

Your ultimate goal is to produce a label that is educational and user-friendly. It should also adequately market your product within legal specifications. And, of course, your label needs to be an integrated part of your strategic marketing approach.

Required label content and laws

The Canadian Food Inspection Agency’s (CFIA) Food labelling for industry webpage is the food labelling reference for all food inspectors and stakeholders in Canada. The tool on this website provides information on:

  • food products that require a label
  • general principles for labelling and advertising
  • labelling requirements checklist

Nutrition labelling

The “Nutrition Facts” table found on labels is intended to provide information needed by consumers to make informed food purchasing choices and to compare products.

CFIA’s Nutrition labelling resource that can help you develop your product’s nutrition label. The aim of the label is to provide complete, consistent and accessible nutrition information so consumers can make wise health choice.

Make sure you navigate through this website carefully to ensure your label is compliant.

The Nutrition Facts table belongs on most prepackaged foods, however there are some exemptions. Make sure you check the website to see if your product is exempt.

Developing nutrition panel data

To get nutrient data, you may want to think about finding the standard for your products from free standard reference databases such as:

This is an approach that is quite acceptable if done carefully and can be done at a low cost. Health Canada has a useful guide for developing accurate nutrient values. Using calculated analyses can be cost effective, as lab analysis can be expensive.

Several laboratories conduct tests for nutrition content. The CFIA recommends using an in-house or accredited laboratory that uses methods that have been validated for the food you want to have analysed. A list of accredited labs can be accessed through the Standards Council of Canada (SCC) website.

Health claims

Health Canada conducts health claim assessments to ensure claims made for food products are truthful and not misleading. Scientific evidence is required to substantiate all health claims on food labels and advertising. The guidance documents on Health Canada’s Health Claim Assessments webpage will be useful if you want to include a health claim on your product label.

Check CFIA’s Nutrient content claims webpage for specific requirements when making a nutrient health claim on your label.

Allergens

Allergen control in your plant is critical to making the right statements about allergens on your food label. Check CFIA’s List of ingredients and allergens webpage if you want to make an “allergy-free” claim on your product label.

Labelling tips

Be aware of the following:

  • Eco-labelling (or Environmentally Friendly Labelling) falls under separate guidelines in both Canada and the United States.
  • Before you finalize the printing of labels, all the work should be proofread several times. Also, if you are unhappy with the design work, ask the designer or printer for changes.
  • Printers normally create print plates for label printing. Ask the printer if you can keep the plates when the job is completed. This will permit you to change printing companies without incurring the additional cost of creating a second plate.
  • There is usually a minimum order amount when purchasing labels or packages. Determining this amount before you order will help you avoid over-purchasing to meet the minimum.
  • The cost advantages of bulk printing may be undone by the need to dispose of unused labels if you require a change. Keep this in mind when you order labels.

US food labelling

The United States Food and Drug Administration (FDA) is your go-to source for ingredients, packaging and labeling of prepackaged food going into the United States. Their Food Ingredients and Packaging webpage also contains information on food allergies, additives and ingredients.

Product bar codes

Many retailers and distributors now require 12-digit scanner-readable universal product codes (UPCs). The codes contain product pricing and inventory information that is scanned and processed at the cash register, allowing the retailer to keep up-to-date product stock and sales information.

GS1 Canada can issue product code numbers within 48 hours. You can also get guidelines on UPC usage and positioning from GS1 Canada’s website.

Codes issued in Canada are suitable abroad. However, if a manufacturer’s number is to be assigned in the United States, you must join GS1 US.

This organization will also provide a list of reputable printers that can create film masters.

Third-party logos — certifications and endorsements

Consumers are often drawn to products with added certifications (this organization certifies this product meets their standard) or endorsements (this product is supported by these people). Generally, any trend that has received significant buyer attention in the last several years from gluten-free to organic has developed an industry certifier. The Food safety section contains a review of certifications like HACCP, ISO, halal and kosher.

Food safety certification demonstrates to buyers that your part of the food supply chain has produced, processed, prepared, handled and distributed food to a high standard and that your product meets international or domestic food safety regulations. Retailers accept certificates based on standards to be able to assess their suppliers to ensure that production is carried out in a safe manner. In general, safety programs are not included on a product label and certification is provided directly to bulk wholesale buyers.

Checklist

  • I have identified the right packaging for my product(s).
  • I know where to source the packaging for my product(s).
  • I know how to develop nutrition panel data.
  • I understand the nutrition labelling laws as well as the process for making a nutrition claim on my packaging and advertising.