Superfood and label printing: The kombucha trend

When it comes to the latest food trends, it’s impossible to miss kombucha. This is a fermented beverage made from tea, sugar and micro-organisms. Kombucha is currently conquering the European market. The question then naturally arises as to how to properly address the health-conscious consumer through packaging and label design.

What is kombucha?

According to myth and legend, kombucha originated in ancient China over 2,000 years ago. But no one really knows when or where the drink originated. However, since time immemorial, cultures have sworn by this beverage, considered a veritable panacea and believed to bring immortality and health.

Today, kombucha is one of the trendiest beverages, energy drinks and superfoods. Kombucha is particularly popular with health-conscious consumers who want to do their bodies good and look after their health and well-being. The vitamins and vital substances contained in kombucha are said to have a positive effect on intestinal, liver, brain and metabolic function.

A niche product goes mainstream

In the United States, kombucha has long been a supermarket staple. In 2017, the drink generated sales of $556 million, and the market continues to grow. In Europe, too, the tea drink’s potential is beginning to be recognized: a steady upward trend is expected, and the niche product of small breweries is slowly but surely becoming mainstream.

Kombucha has a slightly sweet and tart taste, and contains a small amount of carbon dioxide that produces a slight tingling sensation when drunk. According to the manufacturer, the product also contains a very small amount of alcohol. This alcohol content is also the basis of a new trend forecast by experts. They predict that supermarkets will soon be selling kombucha drinks with a higher alcohol content, known as hard kombucha. In the USA, the first products of this type are already on the market, such as KYLA Hard Kombucha with 4.5% alcohol or Kombrewcha with 3.2% alcohol, whose taste should be reminiscent of cider. The first bars are also experimenting with kombucha-based cocktails.

Label design for Kombucha products

As a label manufacturer, it’s naturally the themes of packaging and label design that interest us most in this kombucha trend. Kombucha is a healthy and trendy product. Labels therefore need to be not only informative, but also attractive. High-quality, durable materials, such as 100 g Cotton Touch Paper or 80 g Grass Paper, and additional finishes help the product to immediately attract the customer’s attention.

Transparent labelling to highlight your product

As the drink is aimed primarily at a health-conscious target group, the packaging and label must of course be designed accordingly. This is where clean labelling comes in. This is advertising that clearly indicates which ingredients the product does not contain. Examples include formulations such as “no preservatives”, “no artificial ingredients” or “no colorants”. In this way, the health-conscious customer must understand that the product contains only natural, functional ingredients. At the same time, other product information should be provided, and the front and back labels should be designed to complement and support each other. This creates transparency and, consequently, trust, which further increases the chances of the product landing in the customer’s shopping basket.

Another way of making the product attractive is the so-called “no-label look”. Transparent labels are designed so that the customer can see directly inside the product. To achieve this, a transparent film is printed with a few design elements, leaving the bulk of the label free and therefore transparent. This is how the transparent look is created, giving the impression that the design is printed directly onto the container.

Whether it’s kombucha, kimchi or coconut water, packaging for trendy products all has one thing in common: it has to convey the product’s character, convince the customer of its “intrinsic values” and make them understand that the product is exactly what they need. And labelletiquette.fr helps you find the perfect high-quality label for your Kombucha product: Find out more now.