A Sticky Situation: Packaging and Placement of Syrup Raises Issues
In a letter to leading supermarket chains, Vermont Representative Peter Welch took issue with the packaging and shelf placement of the “All Natural Syrup” line of table syrup produced by Log Cabin.
The primary issues raised in Rep. Welch’s letter related to potential customer confusion due to the similar packaging and frequently close shelf placement of the Log Cabin “All Natural Syrup” line and maple syrups from Vermont producers. Below are pictures of a “Vermont Pure Maple Syrup” package and the Log Cabin package. We at the Food Liability Law Blog would love to hear from readers what you think – Is the Log Cabin Package misleading or confusing? Is it problematic for the two products to sit on the same supermarket shelf? What does the wording “All Natural” on the Log Cabin package convey to you?
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It wouldn't confuse me. One is maple syrup and the other is just syrup. All Natural should mean there are no artificial preservatives, colouring, flavourings or things like that. I'd read the label to see what was in the "natural" syrup but I wouldn't expect it to be maple syrup. Maple syrup is maple syrup, I can't see where shopper confusion would come into play. If you want maple syrup you look for the words on the label. Those labels are significantly different, it's not like the dollar stores where they have one letter different in the product name and the packaging looks almost the same. They are both jugs, it's an efficient method of delivery of syrup but their shapes are quite distinct. I wouldn't associate Log Cabin as maple syrup, doesn't say that on the label.
This strikes me as a clear attempt by Log Cabin to imitate the packaging of the Vermont producers. In addition to using an off-white jug, they've also used red, black, and green ink. While Log Cabin has used red and black on their labels for decades, I don't immediately recall their use of green.
To me the words "All Natural" on a label suggests an attempt at misdirection, but I suspect that not all consumers are as sensitized to that phrase as I am. It could easily suggest to some getting the syrup right from the tree (an over-simplification even for maple syrup) as opposed to concocting something from corn syrup (which I presume is the major ingredient) and flavorings, etc.
In short, if I were the Vermont producers I'd be upset too.