Following on from the news of the Cactus Jack’s range being ordered to alter packaging on some of its schnapps products earlier this week, the alcohol industry’s Independent Complaints Panel (ICP) has now revealed another supplier’s alcohol range has also come under scrutiny.
A complaint against three of VK’s Squashka products has been upheld by the ICP, with the initial complaint again coming from a member of the public.
The complaint expressed concern that the products could appeal to children due to the “childlike flavours, colourful packaging in a carton synonymous with children’s drinks” and “using the word ‘squash’ in the title of an alcoholic drink.”
The panel considered and upheld the complaint against three products - VK Squashka Cherries & Berries, Orange & Pineapple and Apple & Blackcurrant.
Each product was found in breach of four Code rules - primarily that the alcoholic nature of a drink should be communicated on its packaging with absolute clarity, that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest that consumption of the drink can lead to social success or popularity, and that they should not in any direct or indirect way encourage illegal, irresponsible or immoderate consumption, such as drink-driving, binge-drinking or drunkenness.
The panel focused on the overall impression conveyed by the packaging and acknowledged that while a 500ml Tetra Pak was not a conventional container for alcohol, unconventional packaging alone would not automatically create an appeal to under-18s.
As part of its response, the panel went on to warn that producers should exercise care when using novel packaging, particularly packaging formats that were also used for soft drinks and children’s drinks to ensure that the presentation of the packaging did not particularly resonate with under-18s.
The panel also stated that because of a child’s predisposition to enjoy simple, sweet flavours, squash was a highly popular drink for under-18s and would strongly appeal to them. In this case, it noted the packaging placed a significant emphasis on ‘squash’ and considered that the name had an elevated risk.
The Panel also concluded that the line ‘Flavour Sorted. Party Started’ on top of the packaging was a breach of Code Rule 3.2(e), whereby a drink’s packaging should not suggest that consumption of the drink can lead to social success or popularity.
Finally, the panel noted that the instruction on the back of the label to ‘Drink. Dance. Recycle. Repeat’ was likely a playful way to encourage good environmental practices but nonetheless concluded that the line encouraged immoderate consumption by encouraging consumption of more than one drink in one sitting.
Chair of the ICP, Rachel Childs, said: “The VK Squashka cases provide an interesting and balanced precedent for the industry. Innovation in product packaging alone is unlikely to breach the Code, but producers must be mindful how such creativity may enhance the appeal of a product to under-18s when combined with other factors such as a name, soft drink crossover, colours and artwork.”
In response, Matt Bulcroft, marketing director at supplier Global Brands, said: “We welcome the opportunity to uphold high standards across the industry and support responsible marketing. Our move into Tetra Pak was driven by evolving consumer demand for more convenient and environmentally conscious formats.
“However, we recognise the importance of considering broader perceptions when introducing a new packaging format within the category. Following constructive discussions we’ve agreed to update the design and name of the products in question, to strengthen on-pack clarity and ensure our branding and messaging remain firmly aligned with responsible consumption.”
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