• Food Navigator USA , Tuesday, November 4, 2008 10:45 AM

A report from Business Insights says that companies need to make packaging clearer and less complicated so that the core brand message is not "diluted" and consumers can easily identify with the claims.

The report -- titled "Promoting Brand Simplicity in Food and Drinks" -- says that the amount of products with 10 or more claims is increasing, making it difficult for consumers to clearly understand the brand's positioning. The most common claim is "upscale," reports Sarah Hills. The second most popular is "natural," followed by "single serving" and "organic."

"Claims have got more and more scientific and many consumers do not understand the benefits of products containing 32% flaxseeds, for example," the report claims. "Although there is not a set number of claims that products should have it is important that there are not too many claims on packaging."

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