Conagra Brands is transforming the way it operates to fulfill what consumers want in a smart, simple way. With approximately 17,000 employees and $11 billion in annual revenue, Conagra Brands is modernizing its iconic food brands, leveraging fresh opportunities and adapting to a changing landscape. In the spring of 2016, Conagra experienced greater demand for increased product attribution. This demand was coming from three different needs for the company.
Sometimes, the ingredient declaration is just not enough to answer the long asked consumer question, “what’s in our food?”. Now, more and more people want to know what ingredients are and why they are being used in addition to the statement of their presence. However, it can be difficult for them to find reliable information. When searching for an ingredient, there can be an overwhelming amount of results, some of which are not reliable, but may appear above other more reliable resources. Obviously, this information is too much to print on a package, so it can be difficult for brands to provide this information in a manner that is easy for customers to find.
There are 4 key returns on investment (ROI) stories that we help our customers to understand before they make a decision about LabelSync. All can be found here, outlined on the LabelSync solution page. Today we’re going to dive into “Improved Operational Efficiency” to better understand how and why a CPG manufacturer would get a return on their investment in LabelSync. Who is LabelSync for? To start with, LabelSync is a best-in-class solution that helps CPG manufacturers and brands manage their product data for digital transparency. The LabelSync solution is for brands who want to finally solve their digital product data challenge, after years of struggling to create, verify, and manage product data that meets all needs. LabelSync is utilized for such use cases as best-in-class SmartLabel product data (there is an option to add on the pages for an all-in-one solution) but can also go beyond SmartLabel to power all digital product data initiatives.
It's no big secret that Millennials are more likely to purchase products from brands they feel a connection with. Even when we’re not actually shopping local, we crave insight into the lives of the people who created the products we use and consume. Millennials are interested not just in what you make, but how it’s made. In fact, a 2017 study done by graduate student researchers at the Fashion Institute of Technology found that 48% of Millennial consumers are more likely to buy from a brand if they know the people behind it, and recommend creating a “strong brand community” to target this subset of shoppers. Given the amount of research that has been done on the topic, it is no surprise that brands are clamoring to respond. But with limited space on product packaging, brands have had to think outside of the box, pun intended, to tell their brand's story. Hence, the rise of “off-package attributes.”
Everywhere we look these days, technology is driving change and growth. Phones are folding, groceries are being delivered to our doorsteps, and our parents are investing in digital currencies that may or may not be real. Not immune from change, Amazon’s acquisition of Whole Foods has added fuel to the fire of technology-driven change in the retail environments and the means in which we interact with food and everyday products. One example of this change is being driven by the GMA’s SmartLabel initiative, which allows customers to interact with a digital replica of their products in their hand via their SmartPhones to gain additional insights. As companies increasingly look to leverage technology to meet their goals, here are five questions to consider before participating in SmartLabel.
Consumer-facing product data for household cleaners is getting a major overhaul due to multiple state regulations mandating radical transparency. At a federal level, household cleaning products are not required to make their ingredient list publicly available. This year, that standard will change for any product sold in the states of New York and California. New York, in particular, is requiring that an unprecedented amount of information about household cleaning products be available for consumers online. Not only will brands have to disclose information about their “intentionally-added” ingredients, but they will also be required to provide consumers with insight into the by-products and contaminants that may be present in formulations. These “unintentionally added” ingredients may be present in the raw materials used to create the product or may have developed during the manufacturing process. In addition to a list of ingredients, brands will also have to disclose the function for each ingredient, the Chemical Abstracts Service registry number*, and whether or not that ingredient is present on a designated list of chemicals of concern.
by Stephen Poppe and Brooke Bright. You’re ready to participate in SmartLabel™. Congrats! Now, all you need to do is select a partner to help make implementation easy and seamless. Sounds easy enough. But do you know which questions to ask to find the right fit for your brand? Don’t worry, Label Insight has you covered. Our first-to-market, fully automated SmartLabel solution -- LabelSync -- has helped many CPG brands go live with SmartLabel. We’ve rounded up our learnings and put together a handy guide to make sure you pick the right partner.
SmartLabel at Label Insight As 2018 comes to a close, we are reflecting on what we have accomplished in our product development of the Publisher platform. Our customers have spoken and we have listened, and we acknowledge the need for continued iteration cycles and hope to release updates in Q2. In the beginning of the year, we heard the need to have more workflow tools. We added in the thumbs up/thumbs down feature for reviews, which over 90% of our SmartLabel customers use. We also added robustness to the change log to make auditing easier.
It’s no secret that transparency totally transforms product content and shapes the path to purchase. 78 percent of merchants report their product content exchange system cannot keep up with enhanced consumer demands for transparency. Today’s consumers base their purchasing decisions on information beyond the standard product label to attributes like ingredient origins and composition.
The adoption, traffic and engagement numbers for SmartLabel™ are all on the rise as the Grocery Manufacturers Association (GMA) looks to grow and mature this popular transparency initiative.