Snack bags' single graphic message signals cholesterol reduction

摘要

Consumers are paying more attention to what they eat, and pack- aging can play a big role in helping steer them to health-conscious products. Great on-pack communication involves more than just the label, however. It extends to the graphics as well. Corazonas Foods Inc., Los Angeles, offers a recent example of how this works in the snack aisle with redesigned packages for its Corazonas line of kettle-cooked chips and oatmeal squares. The product family's main selling benefit is reduced cholesterol, achieved by using plant sterols. Food and Drug Administration guidelines say that a daily intake of at least 0.8 g of plant sterols may reduce LDL cholesterol levels by 5% to 14%. One Corazonas serving provides 0.4 to 0.8 g of plant sterols. Pillow bags across the Corazonas product family signal this benefit by anchoring a colorful illustration of a large heart in the center of the bag, supported with the tagline, "Love Your Heart, Love the Taste." Mouth-watering product photography ties into the tagline's taste message.