I walked into Trader Joe’s yesterday on a mission to buy watermelon. I walked out with a camera full of pictures, and a blog post on my mind.
It all started with some peaches.
Right when we walked in, we saw a display of “Peach Pie Peaches.” We wondered what that meant. Did it mean they’re perfect for pie? That they taste like pie? Or was it simply a catchy alliterative name for a new variety? We concluded it was probably the latter, and started to walk away. Until my boyfriend noticed that the package said “heirloom flavor.”
And that’s when this post started to come together. The phrase “heirloom flavor” is a perfect example of product copy that confuses more than it clarifies. “Heirloom” technically refers to produce that comes from heritage seeds. Heirloom produce is usually considered more flavorful than other varieties, and also more “pure” since it isn’t cross-bred. But what on earth does “heirloom flavor” mean? Does it mean that the peaches taste like they could be heirloom, since they’re so flavorful? Does it mean the peaches are heirloom? Or is it simply a copywriter’s attempt to infer quality?
I tried to resolve this mystery via my good pal Google, but never sorted it out. It looks like Family Tree Farms did sell heirloom peaches at one point, but it’s unclear if the peaches at Trader Joe’s are that variety. It’s possible these specific peaches aren’t heirloom, so “heirloom flavor” was the best they could say from a legal perspective. It’s possible they used to call it heirloom but had to stop due to regulatory reasons, and now can only say the suggestive phrase “heirloom flavor.” It’s also possible that someone added “flavor” in an attempt to amplify taste appeal. In the world of food marketing, “flavor” can add or detract from perceived appeal depending on how it’s used. Think “vanilla-flavored” vs. “full-flavored” or “flavorful peaches.” Language is nuanced, my friends.
I’ve done a fair number of packaging projects, and it’s always really fascinating what ends up on a package. Package copy is largely made up of “claims,” phrases that explain a product’s key attributes and benefits. Typical claims are things like “gluten-free,” “no artificial flavors” or “provides 6g of protein.” In this case, “heirloom flavor” is a claim that effectively means nothing, since its intended meaning is so unclear.
Claims work alongside the product name and branding to tell the product’s story at shelf. So, many companies choose to plaster their packages with as many claims as they can, hoping to touch on every topic their target consumer might care about. I’ve written claims before, and I’ve also tested them in focus groups. I will tell you for a fact that consumers don’t read most of what’s on a package. And yet, companies continue to use as many claims as they can.
Here is an example from a more classic type of packaged good: cookies. Look at how the Goldfish brand has spread different kinds of messaging all over its package, from texture cues to health benefits. Once you start paying attention, you’ll notice that almost every packaged good you buy is telling a story with claims. Next time you’re out buying snacks, take a closer look at the package copy – and then let me know what you think!