Innovative Wobblabel
A Leeds-based brand design agency has developed an innovative labelling system that it believes could overcome promotional challenges within retail and help manufacturers and suppliers to reduce many of the POS and promotional subsidies currently levied by major retailers.
Brand Britain, who have brand design experience across most retail categories, announced this week that it has a patent pending on a label format that it believes could revolutionise on-pack promotion and POS for food and drink produce.
Having identified that an important area of focus (particularly for liquid dairy) is innovative in-store promotion, the packaging development team at Brand Britain have devised a unique labelling system and have successfully filed a patent application.
Brand Britain Director, Russel D'Ambrosio, commented: "We've been told by a number of major FMCG suppliers that in-store promotion and point of sale presents a real challenge for them, especially due to constraints in specific categories such as dairy. We've designed 'Wobblabel' to address this challenge and give retail suppliers and brand owners more control."
He added: "The label itself incorporates a 'wobbler' device and because the label and the wobbler are integrated, they can be produced using a single cutter which offers a cost effective solution. The 'Wobblabel's' unique shape provides a cost effective way to create an eye-catching on-pack promotional devise. The concept circumnavigates in-store promotional restrictions often imposed by retailers - the magnitude of which has been widely reported in the press recently as part of wider reports of turbulence amongst the big 4 supermarkets."
Initially, 'Wobblabel' will be available to liquid milk brand owners and private label suppliers on a licenced basis but, due to high levels of initial interest, the company is now planning to roll out additional applications across further categories and packaging formats.
