Customers want transparency so O/O Brewing delivered
Front of Pack
I have been working on two projects this week that have got me thinking about transparency, ingredients and how important this is to consumers. This led me to O/O Brewing.
O/O Brewing was started by two friends Olof & Olle, hence the name O/O. They have a series of beers designed by Lundgren Lindqvist called 50/50, once again referencing their partnership but also the ingredients. Each beer in the 50/50 series is made from a half and half mix of two different types of hops. Each hop is assigned a colour and the cans are split horizontality into two sections. The colour relates to the hops’ flavour and character. For example, a mix of Mosaic and Simcoe hops has been assigned the colours blue and green. Mosaic hops are most noted for their blueberry aromas and Simoce hops have pronounced pine and woodsy aromas.
Transparency within the food and beverage sector is not showing any signs of petering out. It's still being driven by customers wanting more visibility about what's in their food, and shorter ingredient lists that can be pronounced and understood. In New Zealand, and from what I have seen in other countries, alcohol is not legally required to feature nutritional information or ingredients. It's nice to see the hops listed on the front of the O/O Brewing packaging. This builds trust that there's nothing to hide and shows that quality ingredients are being used. It's important information for the craft beer enthusiasts and something that drives their purchasing decision. This transparent approach also works as an educational tool, allowing customers to identify hops, their aromas and profiles.
Examples of other products that are transparent about their ingredients?
As mentioned above, the ingredients list on the back of packaging has become important for many consumers. RXBAR recognised this and, to live up to their No B.S. claim, they listed all their ingredients on the front of the packaging. 3 egg whites, 6 Almonds, 4 cashews, and 2 dates. The new packaging designed by The Mcquades and Scott & Victor resonated with the cross-fit health-focused audience, and sales grew rapidly.
