The Federal Label Modernization Act (FLMA) is scheduled to be finalized in early 2016 with full compliance anticipated by 2018. The FLMA is expected to affect over 700,000 food and beverage products/UPCs. While the FLMA may be viewed as disruptive to some, savvy food and beverage marketers are viewing it more as an opportunity, and here is why:
1. Product reformulation. Changes in calorie counts, reductions of salt and sugar, and other formulation changes that may result from the FLMA offer food marketers an opportunity to respond to changing consumer tastes and address their concerns for healthier choices. Brand owners can gain competitive advantages and redefine their brand positioning through product reformulations.
2. Package sizes. With a redefinition of portion sizes that is expected to come out of the FLMA and the growing trend of snacking/mini-meals, food marketers have a opportunity to re-package and reposition their products in response to these trends. Consumers are driving the definition of snack foods, and food marketers need to listen and look for snack food opportunities among their product offerings.
3. Clearer, more informative packaging. While the FLMA is focused on the nutrition facts that appear on packaging, food marketers should think beyond the boundaries of the nutrition facts table and consider the entire packaging landscape as an opportunity to provide more product information and build connections with consumers.
The FLMA is coming even if the time-table is readjusted. Now is the time for food marketers to be proactive and begin re-evaluating their products and packaging from a marketing opportunities perspective.
