Print-on-demand isn't just for books

March 8, 2010
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Print-on-demand provides quick brand repositioning and helps with track-and-trace as well.

The quick turnaround and short production runs possible with print-on-demand helps Sanders Candy take advantage of niche market opportunities it would otherwise miss. Source: American Label & Tag Inc.
Perhaps the most significant development in label printing in the last decade is the introduction of print on demand (POD). Although widely adopted in recent years within the book publishing industry, POD has only recently established a foothold with label printers.

Some proactive food manufacturers are taking advantage of label POD. “To include a new line of chocolate covered confections in the Christmas catalog, we had to expedite label completion,” says Brian Jefferson, chairman of Sanders Candy, a ClintonTownship, MI-based maker of fine chocolate, candy and dessert toppings since 1875, and a division of Morley Brands LLC.  “With digital POD, American Label & Tag completed the labels for our line within two weeks for catalog inclusion.”

The quick turnaround and short production runs possible with label POD also helps Sanders Candy take advantage of niche market opportunities it would otherwise miss.

“We use POD to re-label product when we want to do a blowout sale or limited time offer for local or national retailers,” says Jefferson.  He gets custom short runs of 1,000 to 3,000 labels with turnaround in a few days.

When Sanders started a new line of chocolate covered confections, bringing in the supplier from the design phase helped reduce labeling costs by up to 33%, says Jefferson. “When we relabeled our chocolate melting drops for fondues and chocolate fountains, we tripled sales and gained entry to a major national retailer,” adds Jefferson.  “The re-labeling was key to our re-branding effort, in changing perception from a bulk item to an upscale one, he adds.”

POD labels also help with regulatory requirements. Full material traceability, or back-tracking the supply chain and handling of all of a product’s raw materials, can also help to prevent or limit potential recall if there’s ever a question of sub-par product, materials or processes. 

For more information, visit American Label & Tag, 1-800-641-8247.

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