|
|
|
You can get e-magazine links on WhatsApp. Click here
|
|
|
|
|
|
“New labels spell out which grade to use for Indian cooking”
|
|
Monday, 19 December, 2011, 08 : 00 AM [IST]
|
|
|
That Indians seldom utilise olive oil could soon be a myth, because the new user-friendly labels on olive oil bottles of Leonardo, a Dalmia Continental brand, now tell the user what grade of olive oil needs be used in the preparation of Indian food. Himani Dalmia, senior manager, corporate, Dalmia Continental Private Limited, in an exclusive chat with Irum Khan and reveals more.
Brief us on the user-friendly labels launched by your company.
Leonardo has launched its product range in brand new packaging. Its bottles and tins now carry labels that have been designed keeping in mind the different grades of olive oil and their uses in India. The new labels clearly spell out which grade to use for Indian cooking, which for salads, which for massage, and which for Western cooking. Leonardo Olive Oil is available in 3 grades: Leonardo Olive Pomace Oil, Leonardo Olive Oil (Pure) and Leonardo Extra Virgin Olive Oil. Dalmia Continental has taken a pioneering step by launching a major innovation in olive oil packaging.
How do they help in educating the consumers on different grades of olive oils and their different style of cooking?
The olive oil industry in India is growing at 50% per annum while Leonardo itself is growing at 120% per annum. Despite this rapid growth, one of the main obstacles faced by the industry is the prevailing confusion amongst consumers over the different grades of olive oil and whether or not there is one suited to Indian cooking. The attractive and informative new labels launched by Leonardo aim at dispelling any uncertainty in this regard by proclaiming the intended use of the bottle’s contents front and centre, strikingly visible for all to see.
This new label is an extension of our commitment to encouraging the use of olive oil by building greater awareness amongst our customers about which grade to use. The new labels clearly spell out which grade to use for Indian cooking, which for salads, which for massage, and which for Western cooking.
Leonardo Olive Pomace Oil is best suited to everyday Indian cooking and frying, since it is neutral in taste and aroma, has a high smoking point and is the lowest priced. Its new label now carries a prominent image of a traditional Indian thali and clearly states ‘for Indian cooking and frying.’
The label for Leonardo Pure Olive Oil states ‘for Western cuisine and body massage.’Its larger pack sizes carry a picture of pasta on them while the smaller sizes, which sell mostly for massage, carry a picture of hair and body care.
The label for Leonardo Extra Virgin Olive Oil says ‘for salad dressings and dips’ and carries a picture of a delicious salad.
What, according to you, is currently missing on the Indian food labels?
Basic nutritional information and vital information such as expiry date is often missing from food labels in India, especially imported foods, despite the Food Safety and Standards Act (FSSA). Such labels that do exist are often adept at ambiguous vocabulary better suited to an advertorial, leaving the health-conscious consumer confused or worse, misinformed.
What are the challenges in packaging / labelling for a product like olive oil?
Olive oil presents some unique labelling challenges. Producers need to create an informative, artistic label that includes the legal requirements for their area. The label should be applied squarely on the bottle with an adhesive that does not give up halfway through the distribution channel. In addition, once opened, oil spills shouldn't bleed into the label, turning the product into an eyesore.
There is an additional problem with regard to olive oil labels in India, since PFA standards for olive oil are not aligned to Codex, EU or International Olive Council standards. Currently, FSSAI too is following the same standards as PFA. However, the Indian Olive Association is pursuing the matter with FSSAI. The new standards have been drafted and will be notified soon.
What are the innovative labels coming up in oil packaging?
There has been no major innovation in olive oil labelling in India until Leonardo’s recent revamp. Our new labels are certainly an innovative step in the right direction. ‘It is such a simple – almost obvious – idea, we now often wonder why no one thought of it before’ says V N Dalmia, chairman of Dalmia Continental. The whole industry spends huge sums in educational and awareness-building campaigns, as do we. In a single stroke of communication, we have now come up with a solution to one of the biggest problems plaguing the industry. Like all great innovations, revamping our labels was a simple idea which will surely have far-reaching effects.
Are there any packaging / labelling changes taking place in the company with the coming in of the new FSSA?
Our labels already comply with the FSSAI regulations. Our labels are regularly updated and checked thoroughly for complete compliance with legal requirements.
|
|
|
|
|
|
|
|
|
|