Adding Brand 
Owner Value

"Our goal was to meet all of the sales and branding objectives," Blumel says. "At the same time, the label needed certain performance characteristics in order to be consumer friendly." Peel back labels have been used in pharmaceutical products for years, but had not been commonly used in the food category. The new label has three panels and takes full advantage of the entire spice bottle, which creates a much larger label footprint. The facestock top sheet carries the prime label, nutrition facts, ingredients, promotional copy, and company information. When the top panel is peeled back, consumers will find six recipes in both English and French.