Marcal’s Small Steps package now includes Environmental Facts panel
ELMWOOD PARK, N.J. A new feature can be found on the front of Marcal’s Small Steps packaging.
The paper towels now will include a nutrition facts-style Environmental Facts panel detailing information like recycled paper content (100%), how much chlorine bleach was used for whitening (0%) and use of chemical-based additives like fragrances and dyes (0%). It is the first of its category to include the panel. The Environmental Facts panel spearheads Marcal’s Right to Know initiative, geared to help consumers navigate green product claims and manufacturing practices.
“The Environmental Facts panel grew out of our discussions with consumers, who are consistently shocked to learn 98% of household paper goods are made by cutting down trees, even with today’s blue bin recycling,” said MJ Jolda, Marcal’s SVP marketing. “It helped us realize shoppers wanting to make better choices need better information.”
New product innovation works best without boss, Nielsen study finds
LAS VEGAS As the Consumer 360 Conference continues, market research firm Nielsen has unveiled a study that investigates why some manufacturers see more success from their consumer packaged goods products than others.
Nielsen’s research of the innovation processes at 30 large CPG companies operating in the United States revealed that companies with less senior management involvement in the new product development process generated 80% more new product revenue than those with heavy senior management involvement. Companies that employ this and other best innovation practices derived on average 650% more revenue from new products compared with companies that do not.
Nielsen’s evaluation showed that CPG companies with the most successful new product innovation records tend to have:
- Two to three stage gates that are followed strictly across the organization. The first stage gate typically is designed to identify ideas that then will be developed into a concept and prototype, while the last stage gate usually is designed to determine whether a product should be committed to production and market;
- A focus on growing brands, not ones acquired or designated by senior management;
- A development focus two to three years out;
- A formal scorecard to provide structure to organizational learning;
- A standardized and required post-mortem on all new product development efforts; and
- A knowledge management system to retain learnings from previous product launches.
“New product innovation is a top priority of every major company CEO, yet success varies so widely that it’s absolutely critical to understand what drives successful innovation and what undermines it,” said Tom Agan, SVP and managing director for Nielsen. “Once you understand it, then you need to ask yourselves, ‘Are we living it?'”
“One of the keys to successful new product innovation is to manage new ideas lightly,” Agan added. “While we don’t dispute senior management’s strengths and good intentions, they are often too quick to get involved in the creative process, especially when things are not going well, and their mere presence can stifle free-thinking and boundaryless ideas — which can doom the new product development process to failure.”
‘You’ll love what’s inside’ Izze
BOULDER, Colo. Izze has kicked off new integrated marketing efforts for its sparkling juices.
The “You’ll Love What’s Inside” campaign, featuring striking images of real fruit inside the Izze bottles, will appear in both print and online efforts this month.
Also launching is a refreshing take on Izze.com, featuring an updated homepage that will direct users to the latest and greatest news and offerings from Izze, the company said.
Izze beverages are sold in Target, Starbucks and Whole Foods Market, as well as in a variety of grocery stores, delis and restaurants across the country.