Sleeve labeled decorators take the cake

New Betty Crocker® Easy Color™ Decorating Spray for cakes is probably the first of its kind on the retail market for baked goods. Each 1.5-oz can of spray, in five colors, covers up to four 9 x 13-in. square cakes, depending on the density of color needed.

Launched nationally, the new product is distributed by Signature Brands LLC, Ocala, FL, which licenses the Betty Crocker trademark from General Mills. Developed to create a new look, color and a touch of fun to any dessert, the spray also provides airbrushed effects that until now have only been achieved by bakeries.

As dramatic as the spray is an eye-catching sleeve label from Seal-it that completely covers the small aluminum can provided by CCL Container.

Gravure-printed in six to eight colors, the 2-mil vinyl sleeve is perforated at the shoulder for removal of the tamper-evident portion that all but fully covers the spray cap. Featuring the familiar Betty Crocker spoon logo and captivating cake designs, the label graphics also include a message about free cake-decorating stencils that are available to download from the bettycrocker.com website.

Available in blue, white, red, yellow and green, EasyColor Decorating Spray Joins Betty Crocker EasyFlow Decorating Icings in a 6.4-oz can. Topped with multiple decorator tips the icing containers are also sleeve-labeled in PVC labels from Seal-It and feature graphics similar to those adopted for the spray product. Since most decorating icings in cans feature direct decoration, the film sleeve labels are also a new development that Signature Brands' president/CEO Jim Schneider affirms gives Signature Brands a lot of decorating freedom when it comes to the aluminum cans themselves.

"Sleeve labeling the cans gives us a lot of flexibility and offers a beautiful presentation. It's tamper-evident and we don't have to worry about a predecorated inventory of cans. Though air brushing cakes has been done in the bakery trade for a number of years, we think the spray is a first [in retail distribution.]"
Circle No. 374.