Importer’s Dual-Purpose Label Expedites Product’s Arrival in Stores | Retail

12/4/2024

RRD designs and produces a high-quality, UPC-integrated solution for a cheese product’s U.S. debut

CHALLENGE

A leading cheese importer for North America intended to bring their cheese wedge product to the U.S. for the first time. Once the product shipped to the States, a primary copacker and distributor would then cut, wrap, and package it, shipping it to grocery retailers and distributors around the country.  

To augment the product’s launch, the importer sought a quality, cost-effective, and pressure-sensitive label — one that would be aesthetically pleasing and also be able to withstand moisture and condensation within a refrigerator or open display area at a retail grocery. In addition, to simplify matters for their copacker, they wanted the new label to integrate the UPC code and be capable of being easily affixed to the product wrapper. 

The importer also required specially designed six-wedge boxes. These would be utilized to showcase the cheese product at major food shows, where they garner retail and distributor commitments. 

SOLUTION

RRD was chosen for the project due to their ability to work locally with the importer’s buyer, produce the products close to the copacker, and ship directly. In addition, the importer was impressed with RRD’s willingness to work with them on an array of design questions and provide feedback.

RRD provided the importer with insight into the various labels and packaging options available, working with their design team to ensure the label met their specific requirements and was appropriate for products sold into major retail chains. Digital dielines and sample materials were supplied to the importer’s U.S. team, which then sent them overseas to the corporate marketing and branding team for approval. The U.S. importer also consulted with major retailers to evaluate the samples for proper usage on their shelves.

The addition of the UPC code on the label was especially critical to the success of the project: RRD assisted in the full design, working with the importer to create the single label that served two purposes — as the primary label (front) and as UPC code (back). The label design features cut-outs that allow the label to fold over the product’s curved spine for easy adherence. This design contributes to the label’s overall appearance and also serves to minimize labor at the copacker — because it’s not necessary for them to affix two separate labels.

RRD leveraged their network of facilities to identify those most relevant to the importer’s needs and their copacker’s location. The specially designed six-pack boxes, for example, were designed in an RRD facility on the West Coast — close to the importer’s buyer location — and then printed in a facility in the Midwest — closer to the copacker. 

RESULTS

RRD worked with the importer to design and produce a high-quality, cost-effective label for the cheese product they were bringing into the U.S., as well as custom six-pack packaging. RRD’s efforts enabled the importer to quickly get the perishable product onto retailers’ shelves. 

Specific benefits included:

• Integrating the UPC code into the primary label, which allowed it to serve a dual purpose and reduce labor time at the copacker
• More than 70,000 dual-purpose labels printed and shipped to copacker and distributor for the product
• Due to the success of the new label design, the importer has moved forward with providing the cheese product into a large number of major retail grocery chain stores; the new label design coupled with importer promotion garnered new distributor contracts
• The importer expects sales of the product to increase 5-25% in 2025