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5 Basic Functions of Packaging in Marketing a Product

by Smriti Chand Marketing
Packaging performs five basic functions: 1) Protection 2) Containment 3) Information 4) Utility of use 5) Promotion!
1) Protection:
One of the major functions of packaging is to provide for the ravages of time and environment for the natural and
manufactured products. The protection function can be divided into some classes viz.
A. Natural deterioration:
It is caused by the interaction of products with water, gases and fumes, microbiologic organisms like bacteria, yeasts and
moulds, heat, cold, desiccation (dry environment in deserts and high-altitude areas), contaminants and insects and
rodents.
B. Physical protection:
The packaging is also used for physical protection, which include improving shock protection, internal product protection
and reducing shock damage caused from vibration, snagging, friction and impact.
C. Safety:
A special kind of protective packaging is required for products that are deemed hazardous to those who transport them
or use them. These product include highly inflammable gas and liquid, radioactive elements, toxic materials etc. The
packaging should also be done so that children could not easily use or dispose them.
D. Waste reduction:
Packaging also serves to reduce the amount of waste specially in case of food distribution
2) Containment:
This involves consolidation of unit loads for shipping. It starts with spots of adhesives on the individual shippers that stick
them together, straps of steel and plastic, entire shrouds of shrinkable or stretchable plastic films and paper or
corrugated wraps that surround an entire pallet of product.
There are some special bulk boxes or pallet bins made from unusually strong corrugated board or fabricated form plastics
or metal, the method of which depends on the type and weight of product and its protective needs. The cargo containers
made of aluminum used to hold many pallet loads of goods can be transferred to or from ships, trains and flatbed trucks
by giant cranes.
3) Information:
The packaging conveys necessary information to the consumers. The common information that packaging provides
include general features of the product, ingredients, net weight of the contents, name and address of the manufacturers,
maximum retail price (MRP).
Packaging of medicine and some food products is required to provide information on methods of preparations, recipes
and serving ideas, nutritional benefits, and date of manufacturing, date of expiry, warning messages and cautionary
information. Sometimes, the colour of the packaging itself provides some information. For example, orange colour of the
bottle of Mirinda or Fanta conveys the information that these brands are of orange coloured soft drinks.
4) Utility of use:
The convenience packaging has been devised for foods, household chemicals, drugs, adhesives, paints, cosmetics, paper
goods and a host of other products. This type of packaging includes dispensing devices, prepackaged hot metals,
disposable medical packaging.
5) Promotion:
Companies use attractive colours, logos, symbols and captions to promote the product that can influence customer
purchase decision.
Packaging requires several decisions:
i. Packaging concept:
This defines what the package should be or do for the particular product in terms of size, shape, materials, colour, text,
brand mark and tamperproof ability
ii. Engineering tests:
This will ensure that the package stands up under normal conditions
iii. Visual tests:

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This is to ensure that the script is legible and colours are harmonious
iv. Dealer tests:
This is to ensure that the dealers find the packages attractive and easy to handle
v. Consumer tests: This is to ensure favourable consumer response

FUNCTIONS OF PACKAGING - SUMMARY

1. To protect a product from damage or contamination.
The product must be protected against being dropped, crushed, and the vibration it suffers during transport.
The product most also be protected against the climate, including high temperatures, humidity, light and gases in the air.

2. To keep the product together, to contain it (i.e. so that it does not spill).
Suppliers of canned vegetables such as carrots, have developed a particular type of plant that yields carrots that are
straight and smaller than the normal variety. These fit into cans. Some products such as fruit juices and sausages need to
be contained in packages that hold them together and are sealed to prevent spillage and loss.

3. To identify the product.

Packaging is the main way products are advertised and identified. To the manufacturer, the package clearly identifies the
product inside and it is usually the package that the customer recognises when shopping.

4. Protection during Transport and Ease of Transport.

A package should be designed to make it easy to transport, move and lift. A regular shaped package (such as a cuboid)
can be stacked without too much space between each package being wasted. This means that more packages can be
transported in a lorry. Unusually shaped packages can lead to space being wasted and this can be costly if thousands of
the same package are to be transported.

5. Stacking and Storage.

In supermarkets and shops it must be possible to stack packages so that space is not wasted on the shelves. The next
time you visit the supermarket look carefully at the shape of the packages. They are usually the same rectangular /
cuboid shape. The shape and form of the package determines how efficiently they can be stacked or stored.

Billions of pounds are spent on packaging food and other items each year. Sixty percent of all
packaging is for food products. At the beginning of the 20th century most food was sold loose. It
was weighed and measured out and placed in bags or directly into the shoppers bag to carry
home.
Packaging and advertising were virtually unknown. Today packaging is a massive, lucrative industry and often it is the way
the packaging looks that persuades the shopper to buy the product inside it.

THERE ARE SIX MAIN REASONS WHY PACKAGING DEVELOPED AND IS IN USE TODAY
1. To protect a product from damage or contamination by micro-organisms and air, moisture and toxins.
The product must be protected against being dropped, crushed, and the vibration it suffers during transport. Delicate
products such as fruits need to be protected by a rigid package such as a laminated container.
The product most also be protected against the climate including high temperatures, humidity, light and gases in the air.
It must also be protected against micro-organisms, chemicals, soil and insects.

2. To keep the product together, to contain it (i.e. So that it does not spill).
Some shapes cannot be easily packaged, for example, certain vegetables. However, there are methods of getting around
this problem. Suppliers of canned vegetables such as carrots have developed a particular type of plant that yields carrots

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that are straight and smaller than the normal variety. These fit into cans. Some products such as fruit juices and sausages
need to be contained in packages that hold them together and are sealed to prevent spillage and loss.

3. To identify the product.

Packaging is the main way products are advertised and identified. To the manufacturer the package clearly identifies the
product inside and it is usually the package that the customer recognises when shopping.
Advertising is very important when a manufacturer launches a new or existing product. The package, through its colour
scheme or logo, is what is normally identified by the customer.
The package will also contain important information including ingredients and ‘sell by date’.

4. Protection during Transport and Ease of Transport.

A package should be designed to make it easy to transport, move and lift. A regular shaped package (such as a cuboid)
can be stacked without too much space between each package being wasted. This means that more packages can be
transported in a container of a lorry. Unusually shaped packages can lead to space being wasted and this can be costly if
thousands of the same package are been transported.

5. Stacking and Storage.

In supermarkets and shops it must be possible to stack packages so that space is not wasted on the shelves. Lost space
on shelves is looked up on a lost opportunity to sell to a customer. Also, the package must be designed in such a way that
all the important information can be seen by a potential buyer, especially the product name. The next time you visit the
supermarket look carefully at the shape of the packages. They are usually the same rectangular / cuboid shape. It is the
selection of colours and shades that determine whether the product inside is regarded as a quality, sophisticated or
cheap item. Often packages are stacked on top and alongside each other to reduce wasted space. The shape and form of
the package determines how efficiently they can be stacked or stored.

6. Printed Information.
Information that is useful to consumers and companies such as Supermarkets, is printed on packaging. This includes,
ingredients, sell by dates, price, special offers, manufacturers address, contact information, product title, barcode and
more.

The bar code is extremely useful to the shop selling the product. When the barcode is scanned, the computer system
automatically determines if the product needs reordering. Also, the price of the product appears at the till.

packaging and package labeling have several objectives[20]

 Physical protection – The objects enclosed in the package may require protection from, among other
things, mechanical shock, vibration, electrostatic discharge, compression, temperature,[21] etc.

 Barrier protection – A barrier from oxygen, water vapor, dust, etc., is often required. Permeation is a
critical factor in design. Some packages contain desiccants or oxygen absorbers to help extend shelf
life. Modified atmospheres[22] or controlled atmospheres are also maintained in some food packages.
Keeping the contents clean, fresh, sterile[23] and safe for the intended shelf life is a primary function. A
barrier is also implemented in cases where segregation of two materials, prior to end use is required, as
in case of special paints, glues, medical fluids etc. At consumer end, the packaging barrier is broken or
measured amounts of material removed for mixing and subsequent end use.

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 Containment or agglomeration – Small objects are typically grouped together in one package for
reasons of efficiency. For example, a single box of 1000 pencils requires less physical handling than
1000 single pencils. Liquids, powders, and granular materials need containment.

 Information transmission – Packages and labels communicate how to use, transport, recycle, or
dispose of the package or product. With pharmaceuticals, food, medical, and chemical products, some
types of information are required by governments. Some packages and labels also are used for track and
trace purposes. Most items include their serial and lot numbers on the packaging, and in the case of food
products, medicine, and some chemicals the packaging often contains an expiry/best-before date, usually
in a shorthand form. Packages may indicate their material with a symbol.

 Marketing – The packaging and labels can be used by marketers to encourage potential buyers to
purchase the product. Package graphic design and physical design have been important and constantly
evolving phenomenon for several decades. Marketing communications and graphic design are applied to
the surface of the package and (in many cases) the point of sale display. Most packaging is designed to
reflect the brand's message and identity.

A single-serving shampoopacket

 Security – Packaging can play an important role in reducing the security risks of shipment. Packages
can be made with improved tamper resistance to deter tampering and also can have tamper-
evident[24] features to help indicate tampering. Packages can be engineered to help reduce the risks
of package pilferage or the theft and resale of products: Some package constructions are more resistant
to pilferage and some have pilfer indicating seals. Counterfeit consumer goods, unauthorized sales
(diversion), material substitution and tampering can all be prevented with these anti-counterfeiting
technologies. Packages may include authentication seals and use security printing to help indicate that
the package and contents are not counterfeit. Packages also can include anti-theft devices, such as dye-
packs, RFID tags, or electronic article surveillance[25] tags that can be activated or detected by devices at
exit points and require specialized tools to deactivate. Using packaging in this way is a means of loss
prevention.

 Convenience – Packages can have features that add convenience in distribution, handling, stacking,
display, sale, opening, reclosing, use, dispensing, reuse, recycling, and ease of disposal

 Portion control – Single serving or single dosage packaging has a precise amount of contents to control
usage. Bulk commodities (such as salt) can be divided into packages that are a more suitable size for
individual households. It also aids the control of inventory: selling sealed one-liter-bottles of milk, rather
than having people bring their own bottles to fill themselves

Types of packaging materials

Plastic

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This is the most common packaging material

and, at the same time, one of the most difficult
to dispose of. The factors common to all plastics
are that they are light, strong cheap to
manufacture. It is for these reasons that they
are used so much, as an alternative to
cardboard glass packaging materials.
Almost 10% of our rubbish consists of different
types of plastic. They are a problem in landfills
as they are bulky, they contaminate degrade slowly.
Separated the rest of the waste, they can must be upgraded for the good of everyone.

Metal

Appropriate for packaging foods (canned foods). For drinks,

such as soft drinks beers, aluminium is often used.
Tin plate is a solid, heavy steel covered with tin to protect it
against rust. It is used to package canned foods. It can be
separated by magnets should be recycled in all cases.
Aluminium is attractive, light strong at the same time, but
requires a lot of raw materials energy to make it. For this
reason it must be recycled. The majority of cans of soft
drinks, lids, aluminium foil, etc. are made aluminium.

Brick carton

A light, strong air-tight packaging material. Ideal for transporting

storage. Its complex composition makes it difficult to reycle. It is
becoming the main packaging material used for basic foodstuffs.
Complex packaging material, made up of several layers of plastic, paper
aluminium. It is also difficult to recycle. It is used mainly to keep drinks
such as milk, juice, etc.

Cardboard

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Appropriate for packaging materials wrapping, preferable to "white cork". Its

use may prove to be unnecessary when used for products which are already
packaged sufficiently. In all cases, this packaging material is easy to recycle
reuse. It is used in the form of boxes, sheets corrugated cardboard.

Glass

An ideal material for foods, especially liquids. It is inalterable, strong easy to recycle.
It is the traditional vessel in the home (jars, glasses, jugs, etc.). Its
weight shape may involve some difficulties for transport storage.

Packaging Materials

Food Packaging Regulations

The safety of all materials used for packaging foods is controlled under Division 23 of the Food and Drugs Act and
Regulations, Section B.23.001 of which prohibits the sale of foods in packages that may impart harmful substances to
their contents. This regulation puts the onus clearly on the food seller (manufacturer, distributor, etc.) to ensure that any
packaging material that is used in the sale of food products will meet that requirement.

Premarket Assessments

Because of the general nature of this requirement, and in the absence of positive lists delineating permitted ingredients,
packaging materials intended for use with foods may be submitted voluntarily to the Food Directorate (FD) for a
premarket assessment of their chemical safety in relation to Section B.23.001. This applies to any type of material,
whether it is in the form of a finished product such as a laminated film, a container, etc. or a formulated product such as
a plastic resin, a colour concentrate, etc. In addition, suppliers of single additives like antioxidants, ultra violet absorbers,
etc. may also independently request letters of opinion for their own products before selling them to formulators or
converters.

Letters of No Objection

Letters expressing favourable opinions are called "no objection letters' and can be used by the recipients to assure their
prospective customers that the products they are selling have been evaluated by the Food Directorate and deemed
acceptable, from a chemical safety standpoint, for use in specified food packaging applications. However, it is important

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to note that such letters do not constitute approvals in a legal sense and do not relieve the food sellers of their
responsibilities under Section B.23.001 of the Food and Drug Regulations.

Duration of No Objection Status

A letter of no objection has no expiry date. It is considered valid as long as the composition and intended use of the
material remain as described in the original submission. It is the responsibility of the manufacturer to advise the Food
Directorate of any changes that may affect the validity of the no objection status. However, The Food Directorate
reserves the right to rescind the no objection status of any given material should information come to light showing that
its use may potentially pose a health risk to consumers.

Guidance Documents/Guidelines

Food packaging material suppliers may consult the guidance document under "publication" for details concerning the
Information Requirements for Food Packaging Submissions.

Recycled plastics used for packaging foods are subject to the same regulations as virgin plastics in terms of their chemical
safety. Food packaging suppliers whose products contain recycled plastics should also consult the document entitled
Guidelines for Determining the Acceptability and Use of Recycled Plastics in Food Packaging Applications under
'publication".

Submission Process Schematic

Process Schematic

Interaction with the Canadian Food Inspection Agency (CFIA)

In the case of materials intended for use in federally registered food establishments operating under other Acts and
Regulations that are administered by the Canadian Food Inspection Agency, manufacturers and suppliers of food
packaging materials are advised to make their requests for acceptance directly to that agency should they wish to have
their products listed in the Next link will take you to another Web site Reference Listing of Accepted Construction
Materials, Packaging Materials and Non-Food Chemical Products . Notwithstanding its role as advisor to CFIA on matters
pertaining to the chemical safety of food packaging materials, the FD does not (with the exception of polymer resins)
maintain lists of products that have been deemed acceptable for use in food packaging applications as a result of a pre-
market assessment.

While submissions to the FD for the premarket clearance of a food packaging materials are voluntary under the Food and
Drugs Act and Regulations, they are a mandatory requirement in other legislation and certification programs that fall
under the purview of the CFIA (e.g. Meat Inspection Act and Regulations, HACCP). For more information on CFIA's
requirements, please visit the Next link will take you to another Web site agency's website.

Food Directorate Listings for Polymers

To assist manufacturers of food packaging materials in recognizing equivalency (and thus interchangeability) between
polymer resins, the Food Directorate maintains, on the Health Canada website, positive lists of polymers for which letters
of no objection have been issued for use in food packaging and other food contact applications. The intent of the lists is
to preclude the need for new requests for letters of no objection in situations where interchanging one resin with a
comparable one on the positive lists is the only change made to the composition of a food packaging material that has
already been sanctioned by the FD for food contact uses. In such a case, it is only necessary to apprise the FD of the
change to maintain the validity of the letter of no objection. However, the FD reserves the right to challenge the
equivalency determination made by the manufacturer upon receipt of the notification.
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The polymers are categorized and coded into 12 specific types (tables 1 to 12) plus one other category (table 13) to
accommodate any polymer that cannot be fitted into any of the first 12 tables. The Lists of Acceptable Polymers For Use
in Food Packaging Applications include all the polymers that have been granted no objection status by the Food
Packaging Materials & Incidental Additives Section of the Chemical Health Hazard Assessment Division (Food Directorate)
for use in food packaging applications since November 1st, 2003 for polyethylenes (Table 1) and since January 1st, 2004
for all other polymers (Tables 2 to 13). Polymers having received no objection letters before those dates will not be listed
unless confirmation is received at the HPFB that their chemical composition and intended uses remain as described in
the original submissions.

The lists include the trade name and grade of each polymer, its manufacturer, the date on which the no objection letter
was issued and details of any limitations imposed on its food packaging uses (notwithstanding the fact that it should be
technically suitable for its intended end-uses).

Packaging types
Packaging may be looked at as being of several different types. For example a transport
package or distribution package can be the shipping container used to ship, store, and handle the product or
inner packages. Some identify a consumer package as one which is directed toward a consumer or household.

Packaging may be described in relation to the type of product being packaged: medical device packaging,
bulk chemical packaging, over-the-counter drug packaging, retail food packaging,
military materielpackaging, pharmaceutical packaging, etc.

It is sometimes convenient to categorize packages by layer or function: "primary", "secondary", etc.

 Primary packaging is the material that first envelops the product and holds it. This usually is the smallest
unit of distribution or use and is the package which is in direct contact with the contents.

 Secondary packaging is outside the primary packaging, perhaps used to group primary packages
together.

 Tertiary packaging is used for bulk handling, warehouse storage and transport shipping. The most
common form is a palletized unit load that packs tightly into containers.

These broad categories can be somewhat arbitrary. For example, depending on the use, a shrink wrap can be
primary packaging when applied directly to the product, secondary packaging when combining smaller
packages, and tertiary packaging on some distribution packs.

Types of packaging for foods and beverages

Aseptic packaging has been developed as a result of the market's demand of a method of packaging
natural products. Thus, the evolution of packaging technology has been:

Cans

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This way of packaging is used by roughly 90% of the market. However, this kind of packaging is
using more and more aseptic packaging techniques.
It has the following disadvantages:
 Expensive.
 Empty cans occupy large storing rooms.
 High manipulation costs.
 Foods must be filled in hot so there is a big loss of quality.

Asepton Drum

It meant a revolution as a substitute of 5 Kg. cans that are used in the industrial
sector. It is a high technology drum, made of cold rolled steel sheet and internally
lined with an unplasticized, food grade, PVC film. It is primary used for the
packaging of liquid and semi liquid food products, like juices, pulps, purees and
concentrates. It maintains the quality of the product and can be re-uses several
times once emptied.
Disadvantages:
 Expensive.
 Foods must be filled in hot so there is big loss of quality.
 Empty cans occupy large storing rooms.
 Very difficult to be cooled once filled due to its dimensions.
 High manipulation costs.

Tetra Pak's range

This kind of packaging is well known by most of the people. It is very well
introduced in the milk, dairy and beverage industries.
Disadvantages:
 It is not a suitable type of packaging for industrial volumes.
 Products with fibers and particulates can not be filled.
Alternatives:
 PKL
 International Paper

Glass bottles, jars and PET

Glass is loosing momentum in the market and PET is developing fast for the
aseptic filling of juices and beverages.

Frozen foods

Freezing of foods enables the best quality products, but it is not a well established technology for
industrial purposes.
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Disadvantages:
 Logistics.
 Storing.

Advantages of HRS' aseptic technology

The perfect team formed by the piston pump, the corrugated tube heat exchangers or
the Unicus® Scraped Surface Heat Exchanger and aseptic filler is key to lead the market of aseptic
processing of fruits and vegetables.
Reasons:
1. HRS Piston Pump is unique in the world when pumping particulate products in a very soft and
delicate way for not destroying any piece or deteriorating its shape. Furthermore it is a very strong
and reliable pump that can allow high pressure drops. Competition's pumps are usually more
expensive (Marlen) or inadequate for achieving the best treatment (Waukesha lobular, Bredel
peristaltic, etc).
2. Unicus® Scraped Surface Heat Exchangers are the perfect exchangers whenever the going
gets rough and either high viscosity or high fouling tendency come on stand. Unicus® guarantees
unlimited running times because there is no need to stop for cleaning. It is therefore key for
enlarging production cycles and not loosing productivity. On the other hand, Corrugated Tube Heat
Exchangers are very appropriate whenever products do not have fouling tendency nor their
viscosity is high. Corrugated tubes enable high levels of turbulence that make the heat exchange
process fast and effective, thus products can maintain most of their vitamins and natural
characteristics.
3. Once products have been sterilized they can be filled in an HRS aseptic filler, which in
different formats can adapt to what the customer needs. Big capacity or average ones for catering,
small bags for domestic consumption.

Applications of HRS aseptic fillers

Aseptic filling can be used for any type of fluid or doughy product processed by the food industry.
In order to satisfy all requirements, producers of aseptic bags use various kinds of materials: high-
barrier, multi-layer, flexible laminates, transparent or dull, coextruded, metalized of provided
aluminum foils.

Bag-in-box & Bag-in-drum

Types of bags, sizes and applications:

 55 gallon bags. These bags, available in metalized material
(simple or high barrier) or coextruded material, are produced both for
the European market associated with conical drums and for the
Extraeuropean market associated with cylindrical drums.
Applications:

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 Traditional products such as tomato concentrate, paste and pulp, citrus fruits
juice and fruit puree, they are produced with 1 inch spout.
 For delicate products such as diced tomato and diced fruit 2 inches closures are
used.
 Gusseted bags up to 220 liters. The typical gusseted bag is adaptable to any kind of
external box, steel drum, cardboard box, plywood box, and jute bag. Modern bags guarantee
an excellent barrier to oxygen. Such bag offers a capacity of 5, 10, and 20 liters also.
Applications:
 Traditional fruit juice concentrate (pear, apricot, peach, strawberry).
 Tropical fruit (peach, papaya, guava, acidified and natural banana).
 Big size bags. Big size bags up to 1000 liters have been developed with particular care
towards practical handling, transport and storage.

Form-Fill-Seal (FFS) packaging

Form-Fill-Seal technology allows producing of finished packages (filled, closed and labeled), in a
single process, starting from reels of material. Bags are available in formats up to 0.5, 1, 5, 10, 15
and 20 liters, and are manufactured with metalized or coextruded material.
These bags are suitable for filling:
 Acid products, such as tomato and by-products (ketchup, pizza
sauce).
 Fruit juices and citrus fruit juices.
 Low acidity products like milk and cream, liquid egg, mayonnaise.
 Precooked foods: beans, vegetable stuffing, etc.
 Large scale productions such as wine and vegetable oil.

Methods of Food Packaging

Food packaging comes in a wide variety of methods. Almost any type of packaging you can
imagine has been used for foods today. Some foods are flash frozen to keep them fresh and
tasting good, while others are freeze dried and placed in airtight containers to protect them
from contamination. Food packaging is often a science of making the materials look
attractive to the consumer, while at the same time keeping the food fresh and easy to eat.
1. Home Canned Foods
o According to the National Center for Home Food Preservation, one of the oldest
and most common methods of food packaging in homes is the use of home canning. Fruits
and vegetables are placed in glass jars and sealed in the jars by heating the jars and then
placing a rubber stopped jar top on the jar. Historically, home canning was one of the first
methods that were used to store foods in large quantities, particularly in rural areas where
farms were abundant. Some of the concerns with this type of food packaging include the
cleanliness of the jars when food is placed in them and that the fruits and vegetables are
thoroughly cooked before canning. The seals also need to be airtight to prevent the growth
of botulism.

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Freezing Food
o Another common method of packaging food is freezing, according to Julie
Garden-Robinson of North Dakota State University. Freezing can be done with a variety of
methods. Most often, it is vegetables that are frozen, although berries and other fruits can
also lend themselves to being frozen. When freezing vegetables, make sure that they are
thoroughly clean and cooked if that is appropriate. Certain vegetables are not good
candidates for freezing. For example, tomatoes do not stand up well to freezing unless they
are cooked and pureed. Corn stands up well to freezing without being precooked. In order to
preserve the food completely, make sure that the package is airtight to prevent freezer burn
which can ruin the food.

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Canned Foods
o Canning foods as a method of food processing have been around since the mid-
1800s. In the early days of canned foods, lead was used to line the cans and seal the top of
the can. This, unfortunately, resulted in deaths as lead poisoning occurred. However, with
improved technology, safely canned foods became more abundant and the industry of food
packaging expanded extensively. According to the National Center for Food Preservation,
foods that are canned commercially are cooked prior to being placed in the can in order to
prevent E. coli contamination. Canned foods come in a wide variety, ranging from meat to
vegetables to fruit to refrigerated bread dough.

Foil Packaging
o One of the innovative methods of commercial food packaging is foil wrapping.
Foil wraps are often pouches that are filled and then the bottom and top of the pouch is
sealed with a heat seal similar to those used with commercial frozen packaging. According to
FreePatentsOnline, foil packaging allows the foods to be sealed in the package without losing
any residual moisture that may still be in the food. The best foods to package in this manner
are usually dried fruits, baked goods or grain products.

Nano Technology
o According to Jane Byme of Food Production Daily, a new innovation in
commercial food packaging is the use of nanotechnology in order to make packaging thinner
and biodegradable. According to Byme, this new technology allows commercial food
processing companies to utilize packaging materials that reduce food gases, which delays
how quickly they degrade and become inedible. For example, you can now purchase food
storage bags that are "green" but also help you keep food fresher longer. This is an excellent
way in which food storage and new techniques for food storage come together for mutual
benefit.

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Food Labeling Guide

September 1994; Revised April 2008; Revised October 2009; Revised January 2013

Guidance for Industry: A Food Labeling Guide

This document also available in (English PDF, 990KB), en Español (Spanish), ‫( عربي‬Arabic PDF,
1.29MB), हहहिंदद (Hindi PDF, 1.46 MB), 简体中文 (Simplified Chinese PDF, 2.85MB), 日本 (Japanese
PDF, 1.23MB)

The document below is available in several foreign language(s). FDA offers these translations
as a service to a broad international audience. We hope that you find these translations
useful. While the agency has attempted to obtain translations that are as faithful as possible
to the English version, we recognize that the translated versions may not be as precise, clear,
or complete as the English version. The official version of this document is the English
version.
Office of Nutrition, Labeling, and Dietary Supplements
HFS-800
Center for Food Safety and Applied Nutrition
Food and Drug Administration
5100 Paint Branch Parkway
College Park, MD 20740
(Tel) (301) 436-2375 (Updated phone: 240-402-2373)
www.fda.gov/FoodLabelingGuide
U.S. Department of Health and Human Services
Food and Drug Administration
Center for Food Safety and Applied Nutrition
Office of Nutrition, Labeling and Dietary Supplements
January 2013

Contains Nonbinding Recommendations

Guidance for Industry (1)

A Food Labeling Guide
This guidance represents the Food and Drug Administration's (FDA's) current thinking on this
topic. It does not create or confer any rights for or on any person and does not operate to
bind FDA or the public. You can use an alternative approach if the approach satisfies the
requirements of the applicable statutes and regulations. If you want to discuss an alternative
approach, contact the FDA staff responsible for implementing this guidance. If you cannot
identify the appropriate FDA staff, call the appropriate telephone number listed on the title
page of this guidance.
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Table of Contents
1. Introduction
2. Background
3. General Food Labeling Requirements
4. Name of Food
o Juices
5. Net Quantity of Contents Statements
6. Ingredient Lists
o Colors
o Food Allergen Labeling
7. Nutrition Labeling
o General
o Nutrient Declaration
o Products with Separately Packaged Ingredients/Assortments of Foods
o Label Formats/Graphics
 General
 Specific Label Formats
 Trans Fat Labeling
 Miscellaneous
 Serving Size
 Exemptions/Special Labeling Provisions
8. Claims
o Nutrient Content Claims
o Health Claims
o Qualified Health Claims
o Structure/Function Claims
9. Appendix A: Definitions of Nutrient Claims
10. Appendix B: Additional Requirements for Nutrient Content Claims
11. Appendix C: Health Claims
12. Appendix D: Qualified Health Claims
13. Appendix E: Additional FDA Resources
14. Appendix F: Calculate the Percent Daily Value (DV) for the Appropriate Nutrients
15. Appendix G: Daily Values for Infants, Children Less Than 4 Years of Age, and Pregnant
and Lactating Women
16. Appendix H: Rounding the Values According to the FDA Rounding Rules

1. Introduction
In a guide such as this, it is impractical to attempt to answer every food labeling question
that might arise. The most frequently raised questions have been addressed using a
“question and answer” format. We believe the vast majority of food labeling questions are
answered. They are grouped by the food labeling area of interest. The Table of Contents will
help you locate your food labeling area of interest.
Under FDA's laws and regulations, FDA does not pre-approve labels for food products.
Questions concerning the labeling of food products may be directed to the Food Labeling and
Standards Staff (HFS-820), Office of Nutrition, Labeling, and Dietary Supplements, Center for

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Food Safety and Applied Nutrition, Food and Drug Administration, 5100 Paint Branch Parkway,
College Park, MD 20740-3835, Telephone: (240) 402-2371.

2. Background
The Food and Drug Administration (FDA) is responsible for assuring that foods sold in the
United States are safe, wholesome and properly labeled. This applies to foods produced
domestically, as well as foods from foreign countries. The Federal Food, Drug, and Cosmetic
Act (FD&C Act) and the Fair Packaging and Labeling Act are the Federal laws governing food
products under FDA's jurisdiction.
The FDA receives many questions from manufacturers, distributors, and importers about the
proper labeling of their food products. This guidance is a summary of the required statements
that must appear on food labels under these laws and their regulations. To help minimize
legal action and delays, it is recommended that manufacturers and importers become fully
informed about the applicable laws and regulations before offering foods for distribution in
the United States.
The Nutrition Labeling and Education Act (NLEA), which amended the FD&C Act requires
most foods to bear nutrition labeling and requires food labels that bear nutrient content
claims and certain health messages to comply with specific requirements. Although final
regulations have been established and are reflected in this guidance, regulations are
frequently changed. It is the responsibility for the food industry to remain current with the
legal requirements for food labeling. All new regulations are published in the Federal Register
(FR) prior to their effective date and compiled annually in Title 21 of the Code of Federal
Regulations (CFR).

(1) This guidance has been prepared by the Office of Nutritional Products, Labeling, and
Dietary Supplements in the Center for Food Safety and Applied Nutrition at the U.S. Food and
Drug Administration.

Ingredients, Packaging & Labeling

FDA regulates the safety of substances added to food. We also regulate how most food is
processed, packaged, and labeled.
This section includes information on allergens, ingredients, food and color additives, food
contact substances, and labeling requirements.
Ingredients
FDA maintains multiple databases and listings related to ingredients, food additives, and
colors. The following pages also include overview and educational information.
 Ingredients & Packaging Definitions
 Food Allergens
 Food Additives & Ingredients
 Consumer information about additives and ingredients including:

o Caffeinated Alcoholic Beverages

o Sweeteners
o Sodium
o Color Additives
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 Generally Recognized as Safe (GRAS)

Treatment & Packaging
Access program information, inventories, and databases related to food packaging and other
substances that come in contact with food.
 Packaging & Food Contact Substances (FCS)
 Irradiated Food & Packaging
 Environmental Decisions

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