Times have changed; Labels are so much more than a piece of paper to consumers and retailers. Labels
are critical sales tools that provide shelf impact, convey a message-often subliminal-about the product.
Colors, shapes and pictures can tell you the food (or beverage) is fresh, fun, flavorful, cool, modern and more. Single-serve flavored milks using full-body shrink sleeves (Hershey, Nestle, Dean's) are examples of labels that really connect with the consumer and the retailer and help sell the product. Dean's and Nestle also deserve credit for using labels to enhance package shape and product imagery with their International Delight and Coffee Mate brands, respectively. Remember: The product is the package and the label is critical in the "sell proposition."