Manufacturing News
TECH FLASH

What's in a label?

If it doesn't speak your brand, you've lost sales

What's in a label?

The familiar labels on Diana maraschino cherry jars conjure a long tradition and memories for many customers. Source: Creative Labels.

What’s in a label that completes a jar of pasta sauce, a bottle of juice, a bag of treats or one of the thousands of other products you may use through the course of a year? Sometimes a label is the flag bearer for a long product history that’s somehow made an impact on you; often the label may connect you to a slice of life.

“The label is so important, because it’s the billboard for your product,” says Daryl Isaacs, purchasing manager of Santa Cruz Nutritionals in northern California. Design and a certain look and feel that identify the brand are key components of labeling, of course. But Isaacs understands there’s a lot more behind a label.

In production and packaging, labeling likely is one of the last applications before a package is complete, whether filling a bag on a vertical form and fill seal line or packing a master case, Isaacs explains.

“It’s just absolutely imperative to have a high-quality label from the backing to the roll stock to the adhesive,” says Isaacs. Any issues with a label—from a label not adhering to a package to ink that comes off the label—may lead to potential rework and repack. This means lost productivity, decreased efficiency and increased scrap.

Beginning as a snack manufacturer, Santa Cruz Nutritionals has evolved to its current iteration as a producer of vitamin-enriched gummy products. Over the years, hundreds of product lines have been produced and shipped in a wide array of packaging formats, all of which require a variety of label applications. Gilroy, CA-based Creative Labels, Inc. has been instrumental in meeting the dynamic and ever-changing label requirements of Santa Cruz Nutritionals, and has worked with the company to make the best decisions on labeling, ultimately delivering the highest-quality roll stock, according to Isaacs.

Getting to that end product means navigating a label production planning process and carefully working through a variety of considerations, says Isaacs. This includes determining whether the label requires a permanent or nonpermanent adhesive, how many colors need to be used in the printing process and on what sort of material (for example, acrylic, PET bottles, flexible polyester packaging or corrugated shippers) the label will be applied, among other considerations. Santa Cruz Nutritionals has many ongoing projects and essentially fills customer orders to demand and some to forecast.

For more information, contact Creative Labels, Inc., 866-552-2357

Did you enjoy this article? Click here to subscribe to Food Engineering Magazine.

Recent Articles by Wayne Labs, Senior Technical Editor

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Plant of the Year 2015

Mars Chocolate was chosen as Food Engineering’s 2015 Plant of the Year. The first new Mars candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.

Podcasts

Burns & McDonnell project manager RJ Hope and senior project engineer Justin Hamilton discuss the distinctions between Food Safety and Food Defense as well as the implications for food manufacturers of the Food Safety Modernization Act.
More Podcasts

Food Engineering

Food Engineering April 2015 Cover

2015 April

The April 2014 issue of Food Engineering features the Plant of the Year: Mars Chocolate. The first new Mars chocolate candy plant in North America in 35 years is not only LEED Gold certified, it’s highly automated as well.

Table Of Contents Subscribe

Plant Facility/Site Issues

What issue about your current plant facility/site keeps you up the most at night?
View Results Poll Archive

THE FOOD ENGINEERING STORE

Food-Authentication-Flyer-(.gif
Food Authentication Using Bioorganic Molecules

This text provides critical tools and data needed to augment routine food analysis and enhance food safety by aiding in the detection of counterfeit, and potentially deleterious, foods.

More Products

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

STAY CONNECTED

FE recent tweets

facebook_40.pngtwitter_40px.pngyoutube_40px.png linkedin_40px.pngGoogle +

Food Master

Food Engineering Food Master 2015Food Master 2015 is now available!

Where the buying process begins in the food and beverage manufacturing market. 

Visit www.foodmaster.com to learn more.