Accurate Measurement In Diet Shakes Packaging
Imagine you’re excited to try a new diet shake product. It tastes great and the message has been delivered clearly and effectively.
Then, when you’re ready to try your first shake, the manufacturer or the packager – or someone – asks you to just mix 12 level teaspoons, with water or with soy milk. Maybe they ask you to mix eight heaping tablespoons. Or six level tablespoons.
In any amount over “one” you’re probably letting your product down.
First of all, what is a level spoonful?
Most consumers aren’t sure if that means they need to scrape the excess off with the side of a knife, or if they just need to shake the spoon so that not much excess is above.
Then you want them to do this eight times? Eleven times?
Lots of consumers are not going to do this once the initial excitement of trying a new product has worn off. That’s to say, within two or three days, they’ve gone off the recommended diet and the results they can expect are completely unknown.
Measuring Your Products’ Success
Measuring a dry food supplement is nothing compared to, say, measuring physical activity. But even if you are selling or packaging a full on weight-loss product or a dietary supplement, the results of complicated – or just plane numerous – instructions for consumption reduce not only the efficacy of the product, but the perceived benefits too.
That is to say, a consumer who perceives the measurement process as too time-consuming, or too tedious is likely to stop that very process. For sensitive products, say those containing enzymes or similar ingredients, the product is often adversely affected by improper measurement or mixing.
In an already tough regulatory environment, this is not where you want to go.
Your labeling is carefully written for compliance with all number of regulations, including those for nutritional information and preparatory and consumption recommendations (and especially for claiming benefits) But you’ll still be surprised how many manufacturers, packagers and distributors rely on printed instructions that read “add 12 tablespoons to the blender.”
For any extended period, asking consumers to count out measurements is an easy way to not only lose customers, but to leave oneself exposed to the serious threat of over-consumption and health-risks. Likewise, under-consumption, from improper measuring, could lead to no perceived benefit from the product, and thus, no repeat purchase.
Including a pre-measure scoop for anything over a tablespoon of recommended serving – and for anything under one “cup” – is a good way to get better the results. It’s a lot more consumer friendly and a lot better way to ensure consumers come back for more.
Again, we’re talking about not just the results the consumer sees in terms of weight-loss or another perceived benefit from the product. Success also means overall happiness with the product, conformity with the consumer’s lifestyle and perceived convenience of use.
Including a scoop allows you to complement the overall packaging. You sell a kit that complements the lifestyle of the consumer and makes pre-measuring not only easier, but more accurate too.
Perceived Science of Measurement
Just as any dietary supplement, or diet shake offers greater control of one’s nutritional intake, likewise, a good measurement tool reassures the consumer.
Without going too far off the deep end, look at it this way: a can of powder is a food supplement. On the other hand, a can of powder with a utensil for precise, scientific measurement is a lifestyle enhancement that respects – and enhances – your consumer’s decision-making and her capacity for deliberate, precise consumption.
It’s all up to you how you ultimately market your product. But leveraging everything in your marketing arsenal, including a perception of clinical, deliberate thinking can not hurt. That’s true of even down-home food supplements and feel-good shakes. If your market is an educated, professional or aspirational consumer, there’s no point in letting them down with kitchen remedies (eight level tablespoons), and this, at the last minute, after the sale.
After consuming your entire diet shake, in whatever quantity you’ve sold it, your consumer is left with but two things, an empty container, and hopefully, a precise well-marked and easily legible measurement utensil. How will your repeat sales be if that’s something they want to hold onto?
This article was written by James T, a technical and marketing writer based in Mexico City.