Dairy Processing - May/June 2022 - 38

PACKAGING
Telling the story
Dairy brands are elevating the quality of their
on-pack presence even as materials are limited.
by Allison Gibeson | dairyprocessing@sosland.com
D
eveloping a label for a product is an opportunity to
tell the story of a brand and its qualities, and dairy
companies are increasingly taking advantage of these
opportunities to deliver their messages in an eye-catching
manner.
At the same time, the supply chain has put constraints
on available labeling materials even as consumers are
looking for all elements of packaging to be produced in a
sustainable manner.
ATTRACTIVE MESSAGING
The industry has seen higher quality and more visually
impactful labels on dairy beverages, according to Justin
Slarks, director of marketing for the Little Rock, Ark.-based
Sleeve Seal, and he attributes this to the alternative milk
sector elevating their presence on shelves.
" A lot of non-dairy milks have come into the market
and created a lot
of draw or pull
from consumers
because they have
very attractive
packaging, " Slarks
said. " The dairy
industry has followed
that to a certain extent
to have the same type
of shelf presence. "
Slarks said his
company is seeing more
shrink-labeled dairy
containers as this option
offers more vibrant colors
38 MAY-JUN 2022 | DAIRYPROCESSING.COM
and 360-degree graphics.
Tony Cook, chief executive
officer of Great Lakes label,
Comstock Park, Mich., said the
company's organic milk customers
are looking to use more graphic
pictures and colors, and to
achieve this they often switch to
packaging shapes that have more
panel space. In conventional dairy
products, he has seen companies
switch from a traditional two- or
three-color label to a graphic
image on the face label. He also
said the traditional color scheme
for milks - red for whole or blue for 2%
- are also being challenged as companies develop more
creative labels.
When it comes to ice creams and cheeses, Cook said many
graphics have been updated, and more pictures are being
used. Additionally, some companies are including extended
content labeling with multiple layers that can be peeled back
to uncover a recipe or message.
" I see labels being used now for more marketing purposes
than they traditionally were, " Cook said.
These extended content labels must be run on different
presses than traditional labels, which can create challenges.
Still, Cook said they are working with customers to
accommodate those requests.
Murray Bain, vice president of marketing with Stanpac,
Smithville, Ont., said the company's glass bottle customers
often choose bottle printing for their labeling because of its
premium appearance. Additoinally, pressure-sensitive labels
StanPac

http://www.DAIRYPROCESSING.COM

Dairy Processing - May/June 2022

Table of Contents for the Digital Edition of Dairy Processing - May/June 2022

Dairy Processing - May/June 2022 - Intro
Dairy Processing - May/June 2022 - 1
Dairy Processing - May/June 2022 - 2
Dairy Processing - May/June 2022 - 3
Dairy Processing - May/June 2022 - 4
Dairy Processing - May/June 2022 - 5
Dairy Processing - May/June 2022 - 6
Dairy Processing - May/June 2022 - 7
Dairy Processing - May/June 2022 - 8
Dairy Processing - May/June 2022 - 9
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Dairy Processing - May/June 2022 - 11
Dairy Processing - May/June 2022 - 12
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