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We have become very familiar with the ‘clean labelling’ movement of omitting certain nasty ingredients and attributes and replacing these with wholefood and natural ingredients. But to what extent are such claims influencing the consumer more than the brand itself?

Ma Baker is honoured to support Breast Cancer Foundation NZ by being an official Pink Ribbon Breakfast sponsor for 2022.

As part of its commitment to help Kiwis consume less sugar, Coca-Cola in New Zealand* is continuing to roll out the voluntary front-of-pack Health Star Rating System and is transitioning from the energy icon to stars on its packaging.

IP won’t always be front-of-mind for busy FMCG professionals, so it’s important to revisit and re-assess your position as often as possible.