Bacon Labelling
 

People tend to be `creatures of habit' when they buy bacon and the key information must be simply and concisely presented on bacon labels. However, given the range of bacon varieties available and the interest the trade has in encouraging consumers to purchase premium lines more frequently, the different quality levels must also be recognisable.

A poorly executed and applied logo can cause untold damage to a brand. The Danish Bacon and Meat Council (DBMC) are keen to ensure that the Danish logo – known to many consumers in the UK as the Danish ‘sizzle’ – is used correctly when applied on Danish Bacon, ham and other pork products originating from Denmark.

  • Type of Cut
    Most consumers know the type of cut they require and this should be marked clearly on the label.

  • Smoked v Unsmoked
    Research shows that consumers have a definite preference for smoked or unsmoked and this is why colour coding and clear wording is so important.

  • Leaness
    Leaness is an important factor for many consumers. They need to be able to compare one pack with another. Even if leaness is visibly obvious, supportive copy may be helpful - eg extra trimmed.

  • Price
    Legally, where the price is displayed it should be shown prominently. If it is not shown, it should be displayed in close proximity to the display.

  • Number of Rashers
    The number of rashers as opposed to pack weight, can often mean more to the consumer. Therefore, the number of rashers in the pack needs to be prominent.

  • Weight
    However, weight is a legal requirement and must also be clearly shown.

  • Thickness of Rashers
    Thickness of rashers is also important to some consumers, particularly thick cut and so should be displayed prominently.

  • Country of Origin
    Although the significance of the country of origin is not a focal point for all consumers, independent research confirms a high level of bacon mark recognition and suggests that for a significant number of people it is an important aspect. Many people express the view that this acts as an endorsement of quality. Many retailers feel that it should be used as a pre-requisite to allow consumers to make an informed choice.

    Please ensure that the Danish logo is used correctly. If you would like to receive a correct logo format, please click here.

    Clear Labelling
    One of the most common criticisms among consumers buying bacon is confusion at the bacon fixture. Label designs should strongly differentiate between the three categories in the market - premium, standard and value.

    Colouring of labels can also help the consumer - all unsmoked bacon should be labelled using a variation of blue. All smoked bacon should be labelled using a red/brown combination, providing a strong differentiation from unsmoked bacon.

    Special cures need to be significantly different. Pastel shades and the introduction of visual cures can help to differentiate these packs and position them as premium products at the same time.

    To clarify matters even more for the consumer, printed sleeves should be encouraged to help in capturing impulse purchases of premium lines.

    For further information and guidance, please complete the Contact Us form.

    Here are three examples of labels which seek to differentiate clearly between the three categories and smoked/unsmoked


    		• Example 1 : Traditional Cure - Premium Label

    • A distinctive label shape in conjunction with a more unusual colours can attract consumer attention and suggest a sense of premium quality.
    • The use of illustration and stylised typography can give a product a traditional visual appeal reinforcing the premium message.
    • The use of the Danish logo or other country of origin marques acts as an easily recognisable endorsement of the product quality and should be given due prominence.

    		• Example 2 : Back Bacon Unsmoked - Value Label

    • Standard labels will use a colour pallet that is appropriate to the kind of bacon being sold, ie smoked/unsmoked. It may include subtle design elements to communicate a good quality product.
    • Clear modern typography quickly communicates to the consumer all of the key information.
    • The use of the Danish logo or other country of origin marques acts as an easily recognisable endorsement of the product quality and should be given due prominence.

    		• Example 3 : Back Bacon Unsmoked - Value Label
    • Value labels use strong colours with graphic shapes to grab customer attention.
    • Bold simple text allows consumer attention to be engaged quickly in an already highly competitive market.

    Incorrect use of logo
    Consistent use of the logo builds and enhances the brand. Inconsistency causes confusion and stifles recognition. The identity of the Danish Logo must therefore be safeguarded and the logo should only be reproduced from the artwork supplied by Danish Bacon and Meat Council.

    • The Logo should not be reversed out of any solid colours or tints
    • The Logo should not be reproduced as a tint of the Danish Red
    • The Logo should not be printed positive on any background colour
    • The Logo should not be distorted or manipulated mechanically or digitally
    • The Logo should not be used in conjunction with other elements to produce composite or sub-branding

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