With the global market becoming more globalized, food brands no longer have one local consumer to market to. Today, successful food brands desire to reach consumers everywhere in the world, and that means ensuring their products are pleasing and available to global markets. But how do all these components work together in food product development?

First Impressions Matter: Translating Product Names and Labels

The initial contact a consumer makes with a product when they first see it is typically the label or description. Picture, then, buying a bottle of your favorite salad dressing, only to realize the ingredients list is nonsense. The last thing you want is for potential customers to be unsure of what they’re putting in their mouths. This is where accurate translations come in. When food businesses get ready to enter new markets, translating labels isn’t merely a question of translating words—it’s a question of communicating a message that will resonate with consumers.

More Than Just Words: Ingredients and Nutritional Information

Precise translation is not just reserved for product names and product descriptions but also for more specific attributes of a food item, including ingredient labels and nutritional content. If you launch a new snack bar into the market in Europe, and your packaging states that it is rich in protein, the issue is that “protein” is an generic term in English-speaking countries, but in other countries, it will have to be more specific to communicate the nutritional benefit of the product.

This is why food strategic consultants typically collaborate with language services to have ingredient, product, and nutritional content adequately translated, assisting with product development.

Regulations and Compliance: Getting it Right From the Start

When we are discussing regulations, let’s include compliance. All countries have food labelling regulations, and getting it wrong may have catastrophic consequences. In the European Union, for example, food labelling regulations are stringent, especially when it comes to allergens. Getting it wrong may lead to the failure to include a major allergen that may put consumers in danger.

Building Trust through Accurate Translations

If you ask consumers to think about why they purchase certain food products, a lot of emphasis is put on trust. Consumers need to know what they are putting into their bodies. In fact, food product transparency is more applicable than ever before. Misleading or incorrect translations can be harmful, and consumers will question whether they can trust the brand. A single misstep can lead to negative attitudes or missed sales. If a product is not transparent about what is in it or what it is purporting, consumers will be turned off.

A Global Perspective: The Need for Culturally Sensitive Translations

It is less a matter of translating words and more a matter of translating meaning. Food is highly culture-specific. What is wonderful in America may not be so wonderful in Japan or Mexico. Consider the word “organic,” for example. The meaning is potentially different by country. In some markets, it could be a strong selling point, and in others, it could be redundant or even misleading.

Investing in Translation to Reach Long-Term Success

With the food industry globalizing, correct translations are no longer an add-on. They are part of a winning product development strategy. From getting the packaging, ingredients, and marketing materials just right to ensuring compliance, getting it all right generates consumer trust and loyalty. In the long run, the investment in language services can make the difference between an internationally failing product and an internationally successful one.