To cleverly convey a clear message that nine out of ten children in Malaysia do not eat enough fruit and vegetables, Danone Dumex Malaysia launched a new flavour of children’s milk powder, Dumex Dugro with fruit and vegetables.
Detailed nutritional information is provided within the label, which explains that the product contains extracts from 13 different fruits and vegetables. Further information can be obtained by logging on to the website.
Although the double-decker construction provides only three panels of information (which are mostly printed in a large font), the leaflet label makes it obvious to consumers that there is something special about this pack.
This double-decker construction includes parallel lines of permanent glue and a single perforated line was added during the die-cutting operation. The top sheet uses a slightly heavier than normal paper to ease placement and to provide overall label thickness.
This is a good example of how an informational label can educate consumers and also demonstrate a brand’s corporate social responsibility while subtly promoting a product.
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