Dairy Market - Packaging Claims

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Packaging Claims - Cottage Cheese

The cottage cheese brands Friendly Farms, Breakstone's, Daisy, Good Culture, and Knudsen provide the milk-fat content on its packaging along with their ingredients, nutritional facts, vitamins, and portion/size. These brands promoted perceptions and website marketing are focused on highlighting the health benefits of cottage cheese and appealing to a younger audience.

FRIENDLY FARMS

PRODUCT PACKAGING CLAIMS AND/OR MESSAGING:


MOTIVATION TO MAKE DIFFERENT CLAIMS

  • In the 1990s, a “healthy choice” and low-fat food trend took the US market. This trend was capitalized by food and beverage companies to market themselves and promote their products.

PROMOTED PERCEPTIONS

  • Friendly Farms promotes various perceptions like fat-free, low fat, and 4% milk fat to its consumers.

WEBSITE MARKETING

BREAKSTONE’S

PRODUCT PACKAGING CLAIMS AND/OR MESSAGING

  • The packaging of Breakstone's 2% milk fat low fat small curd cottage cheese provides the ingredients and vitamins found in the product.
  • Breakstone's 4% milk fat low fat small curd cottage cheese claims that it has 30% less sodium, and includes the information of the ingredients, nutrition facts, size, flavor, and vitamins.
  • Breakstone's small curd fat-free and their 2% large curd cottage cheese packaging also includes ingredients, nutrition facts, size, flavor, and vitamin content.
  • Breakstone’s has not updated its packaging in years. The packaging features a spoonful of cottage cheese in a bland graphic.

MOTIVATION TO MAKE DIFFERENT CLAIMS


PROMOTED PERCEPTIONS

  • Breakstone's promotes the perception of 2% milk fat low fat, 4% milk fat low fat, 2% small curd with 30% less sodium, 4% large curd cottage cheese, fat-free, and 2% large curd cottage cheese.

WEBSITE MARKETING

  • Breakstone's promotes its products under the Kraft Heinz umbrella with the tagline “Life is full of delicious possibilities.”

GOOD CULTURE

PRODUCT PACKAGING CLAIMS AND/OR MESSAGING

  • The product comes in a 5.3 oz cups size packaging that is 100% recyclable. The packaging features a modern font and clear representation of its flavors that include pineapple, strawberry, chia, blueberry, açaí, and kalamata olives.
  • Their packaging claims to be certified organic, USDA certified and contains information of the protein, fat, calories, sugar, and other ingredients found in the product.
  • Good Culture's products also claim to be organic, KETO certified, low fat, whole milk, and double cream classic.

MOTIVATION TO MAKE DIFFERENT CLAIMS

  • Good Culture aims to change the perception of cottage cheese from being a sad and lumpy food to a cool and tasty one.
  • The company launched a line of flavored organic cups to start its $1.1 billion cottage cheese brand.
  • Jesse Merrill, the cofounder of Good Culture, claims the company wants to make cottage cheese trendy. For this reason, they've launched a packaging with popular healthy terms in a variety of flavors.
  • The company's purpose is to make cottage cheese more popular than yogurt.
  • They are using the tagline "more protein, less sugar."
  • The company promotes the product's content of 19g of protein, compared to the 12g that are found in a cup of Chobani.
  • To target the younger audience, Good Culture hosts tastings at fashion events, gyms, fitness festivals, and marathons.

PROMOTED PERCEPTIONS


WEBSITE MARKETING

  • Good Culture offers SmartSource coupons for their cottage cheese products, which can be printed and used at grocery stores.
  • The website also highlights that messages "cottage cheese, but better," "real food, simple ingredients, no artificial anything," "no gums, preservatives, or artificial anything."
  • The company website also promotes that its cottage cheese is gluten free, grass-fed, no carrageenan, thicker, creamier, non-gmo, no additives, low sugar, real fruit, high protein, celtic sea salt, source of calcium, kosher, pasteurized, and rBST free.

DAISY

PRODUCT PACKAGING CLAIMS AND/OR MESSAGING

  • Daisy offers two types of cheese, low-fat cottage cheese and regular cottage cheese. The packaging includes the ingredients and nutrition facts.
  • The company also claims to have better ingredients using the tagline “that’s the Daisy difference.”
  • Their regular cottage cheese claims to have no additives or preservatives, and that it is a creamy taste to complement nuts, fruits, or vegetables.
  • Their low-fat cottage cheese claims to give a protein boost. It also says that it has 13 grams of protein and 90 calories.

MOTIVATION TO MAKE DIFFERENT CLAIMS

  • The company outlines the consumer's journey to buy cottage cheese, what motivates its consumers, their “Empty Fridge” strategy, and the customer's need for a snack.
  • Daisy focuses on its messaging strategy to target new consumers.

PROMOTED PERCEPTIONS

  • Daisy is promoting their cottage cheese as a complementary product for nuts, fruits, and vegetables through the TV commercial "The Difference in Me." The tagline used is "Today's the Daisy!"
  • Another TV commercial made for Daisy's cottage cheese is the "Yes Please." The commercial shows how to use cottage cheese with food, as a snack, or as a dessert.

WEBSITE MARKETING

  • The website promotes its products as a complement while cooking through the “Make it delicious with Daisy” tagline.

KNUDSEN

PRODUCT PACKAGING CLAIMS AND/OR MESSAGING

  • The packaging of Knudsen's 4% milk fat small curd cottage cheese, 2% milk fat small curd cottage cheese, nonfat small curd cottage cheese, 1.5% milk fat, and pineapple small curd cottage cheese highlight the ingredients, vitamins, nutritional facts, and size.
  • Knudsen is a brand under the Kraft Foods Group. The company has not updated their packaging in years and uses a 1975 pink that resembles the Pepto-Bismol color.

MOTIVATION TO MAKE DIFFERENT CLAIMS

  • The company capitalizes their cottage cheese products with the tagline “On the Go” highlighting their non-fat cottage cheese line as a healthy snack.

PROMOTED PERCEPTIONS

  • The company promotes different varieties of milk fat, non-fat options, and different flavors.

WEBSITE MARKETING

  • Knudsen's website highlights the fact that the company uses milk from California cows, produced at their local California creameries.
  • They also market their cottage cheese line as "Wholly California."

RESEARCH STRATEGY

To identify the claims made by Friendly Farms, Breakstone’s, Daisy, Knudsen, and Good Culture on their cottage cheese packaging and marketing materials, we scoured each brand's website, media publications, nutrition blogs, and reliable news.

We have also provided snapshots of the packaging examples analyzed in the attached document.

CLASSIFICATIONS AND ASSUMPTIONS:

Through our research, we were able to provide the various products packaging messages and claims under each cottage cheese brand.

To understand the brand's motivation to create different claims, we used the information found in the brand's website, industry trends, and industry news. Our logic behind this was that the companies are motivated or create perceptions based on the industry's trends/forecasts.

We used the brand's images, taglines, marketing strategies, marketing campaigns, ads, and packaging messages to identify what perceptions are being promoted by the company.

Finally, we used the brand's website to identify the marketing done through this channel, along with any offers/promotional activities promoted through their sites.

Sources
Sources