M&S suppliers given tighter NPD deadlines
Marks & Spencer (M&S) suppliers face tighter new product development (NPD) deadlines under a new programme undertaken by the retailer to reduce paperwork and approval times on packaging copy and artwork.
A trial has just been completed with Bodycote LawLabs to ensure legal compliance of packaging in the Food to Go range. The consultancy is now working with M&S’s biscuits team, with a view to rolling out the process across all categories.
For suppliers, the new programme has meant tighter NPD deadlines as Bodycote LawLabs has introduced a development cut off point.
Under the new approach, pack copy is generated by the M&S product developers and technologists, then validated by Bodycote LawLabs, which checks that all the ‘on pack’ information - from claims and ingredients listings through to the use of photography - meet legal requirements.
“Labelling is becoming far more complex now with things like allergen laws, health claims, traffic lights etc,” said Liz Patterson, business development director at Bodycote LawLabs. “Bodycote LawLabs acts as the interface between M&S and its suppliers, leaving technical staff to devote their resources to creative NPD rather than co-ordinating copy legalities.”
Once the development process is finished, the supplier carries out an electronic specification, which is checked by M&S before it goes to Bodycote for verification. It then checks the specification against the information that is going to go on the label. When all packaging copy and artwork have been signed off, Bodycote LawLabs hands back to the M&S product development team and suppliers for final approval.
The aim of the process is to minimise error and make sure that all information is agreed early in the process before costly artwork has started.
“The main difference to the supplier is the introduction of a development cut-off point, although the suppliers have been very positive about it because it makes the process simpler - knowing there is a cut off point creates more structure,” explained Patterson. “But obviously [Bodycote] realises there may sometimes be additional loops in the development process and that there may be changes after this point.”
Often in the development process products can be tweaked right up to the last minute, meaning constant changes to the nutritional information, said Patterson. Using this programme eliminates the problem of having to adapt the information once on pack.
Bodycote LawLabs already works with several other retailers on labelling and may provide this service for other clients, mainly during busy periods, added Patterson.
She said the programme was particularly useful in the current climate where “everybody is under pressure to get product to market faster and there really is only a matter of months from the concept to getting the product to shelf”
Helene Roberts, M&S packaging manager, said: “We have a long-standing relationship with Bodycote LawLabs but this is a fundamental change to our process and it has been a steep learning curve. This new approach will allow us to use our expertise in the area of quality and innovation for which the M&S food brand is synonymous.”
M&S was funding the programme at no extra cost to the suppliers, she added.
