Illegal, immoral… and not a bit fun

Counterfeiting is a growing problem, no doubt, and it’s not only about expensive bags, perfume and alcohol. This is also very much a concern for the pharmaceutical industry where dodgy imitations slip into the system. Today the situation is the same or worse for all the above categories, and it’s getting nastier…

fakefoodThe forging and faking is breaking new grounds and is sliding down the price curve. Nothing is sacred and there are fake soft drinks to be found, as there is fake olive oil, not to mention fake milk and wine. The other day a production site for fake alcohol was found in the UK. A plant making fake brand-name vodka was raided in Derbyshire. We are especially grateful these imitators were stopped as they were fortifying their product with anti-freeze…

Europol has during the last couple of months been busy coordinating efforts to curb counterfeiters and have as a result seized a staggering 2500 tonnes of fake food products. The damage is not only to the brand name but forged products can be harmful in other ways as well. Obvious when the product is topped up with anti-freeze or similar.

It not easy to spot the real McCoy as the crooks are rather sophisticated. Not all are though,fakeschampoo some of the taken vodka bottles were giving it away with obvious spelling mistakes on the label. What to do then if you want to take the risk and go further than to your micro brewed beer and locally produced produce?

The problem needs a good solution and that as fast as possible. A fake can seldom be spotted just by looking at the product. There are many suggested ideas for how we can distinguish the bad apple. It seems to be hard to agree on a standard so it better to find a solution that fits your product category. If it is printed electronics, holographic prints, RFID technology, security ink, product numbering, watermarks or invisible printing. It’s not cheap but the alternative is worse.

You will have to add something to the packaging that is hard to copy to make it more antifaketagdifficult or even impossible to copy. Last week Diageo and Thin Film Electronics presented a “smart bottle” with a printed sensor tag. The tag can be read using a smart phone and will convey any information the producer adds to the tag. The read tag will confirm the origin and of course give other interesting information to the consumer. Brilliant.

This is all new and the tag will be properly introduced next week at the electronics conference in Barcelona. This is good news as we need many solutions to this growing problem spreading across food categories. It doesn’t mean that I will stop supporting my local micro brewer but it will make life easier and safer for the consumers of the world. More ideas to make faking brands harder, please.

Author: packintel

I provide marketing and strategy consulting plus market intelligence. Significant and international experience from consumer packaging and the food & beverage industry. For more information please visit http://independent-intelligence.com/

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s