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The secret life of label readers

The cues shoppers look for on product packaging may surprise you

Food labels are small but the messages they convey must be mighty. Otherwise products don't stand a chance of being put in carts.

So what do shoppers look for when they pause in the aisles to glance at a product? The May issue of Food Technology magazine has some answers:

• Eight in 10 consumers look for fresh cues on the label and they believe products with such descriptors are tastier.

• The most popular part of a food package is the expiration date. It’s read by 75% of shoppers.

• Consumers prefer labels that suggest the item offers balanced health benefits, rather than labels that suggest the food is “light” or otherwise missing something related to taste.

Read more here.

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