In addition to this adaptation, the Italian chocolate maker made changes to the Kinder Surprise packaging, which respond to new regulations that prohibit the presence of figures and characters on packaging aimed at children. The company opted for a more generic approach; colors related to certain collections, thus avoiding elements that have traditionally attracted children for advertising purposes.
Mattei assures that as part of an internal policy they do not direct advertising to children under 13 years of age, recognizing that children may not fully understand marketing messages and that parents play an essential role in making consumer decisions.
But one of the challenges Ferrero faces lies in nutritional information, due to the 100 gram base used in the regulation. Most of the company’s products, including the Kinder Surprise, are considerably smaller, typically 14 to 25 grams. This discrepancy in actual product size and calculation basis can create confusion among consumers, as labeling stamps are based on a 100-gram standard and do not accurately reflect the number of calories in smaller products.
Mattei emphasizes that they are in constant dialogue with health authorities with the aim of addressing this challenge and achieving regulation more consistent with the actual size of their products. The company is looking for a solution that complies with regulations without sacrificing accuracy in nutritional information, which would benefit both the company and consumers concerned about the quality and transparency of the products they purchase.
The confusion, behind the seals
In October 2020, Mexico took an important step in food regulation by implementing the Front Labeling Law. The goal was clear: promote healthier eating, prevent diseases related to poor diet, and provide consumers with the information they need to make informed decisions about their purchases.
To evaluate the impact and perceptions generated by this law, Porter Novelli, a global strategic communications firm, analyzed conversations on social networks and digital media in Mexico, as well as in other Latin American countries that have also adopted similar measures. .
The findings revealed a mixed scenario in Mexico. On the one hand, front labeling received broad support from international organizations and consumers, who recognized its potential positive impact on public health. On the other hand, resistance persists regarding its implementation and its real impact in the country.
One of the most notable observations is the international contrast in the adaptation to this law. Mexico, Colombia and Argentina present unique approaches, reflecting different contexts and challenges. Each country has responded differently, which highlights the complexity of regulation in this area.
Another relevant point is the productive adaptation that this law has promoted. Given the new regulatory landscape, some brands are considering reformulating their products to comply with current regulations and the demands of consumers looking for healthier options.
Furthermore, the commitment to information has been assumed by independent organizations and specialists in nutrition and health, who have taken the responsibility of educating consumers about the meaning and importance of the seals present on the packaging. However, three years after the implementation of the law, there are still doubts about its correct interpretation.
Regarding social networks, 77% of the comments related to Front Labeling in Mexico were generated mainly on Twitter, now X. Although 20% of the publications were negative, the lack of a significant impact on consumer habits was highlighted. , both from users and from the general population. Amparos presented by multinational companies were also mentioned, which argued that the law affected the food industry.
Regarding web searches, peaks were recorded in October 2022 and March 2023, coinciding with changes in regulations and standards for the promotion of food and beverages.