Mmm, First Flavour’s tasty ads…

The latest print ad for Welch's grape juice is good enough to eat.

The latest print ad for Welch’s grape juice is good enough to eat.

The juice brand (owned by Concord, MA.-based Welch Foods) used ‘Peel ‘n Taste’ edible strips by Bala Cynnyd, PA.-based First Flavor in a print effort that recently ran in five million copies of People magazine.

The simple ad features a Welch’s bottle with a glass of juice beside it. The line ‘For a tasty fact, remove & lick’ appears above the glass, which doubles as a pouch holding a ‘taste strip.’ This reporter tried said strips, and was surprised by how much they taste like the actual product.

‘Welch’s is using First Flavor to differentiate and generate buzz,’ explains Jay Minkoff, president and CEO of First Flavor. The ploy seems to be working: it landed coverage by the likes of Good Morning America, The Today Show and the Wall Street Journal, among others.

Princeton, NJ.-based Church & Dwight used the strips for a POS effort last fall to promote its Arm & Hammer toothpaste, with shelf dispensers holding flyers with affixed taste strips. The effort led to a sales spike of 19% at a time when its competitors Crest and Colgate were doing price promotions.

And for those who like to watch what they eat (or are leery of eating things found in magazines), First Flavor has a consumer-facing site, peelntaste.com, with information about what’s in the strips.

First Flavor recently hired a Toronto-based sales rep to focus on building its Canadian business. The taste strips are available for 50 cents per unit for orders of 100,000 to one million, while over a million range between 11.5 to 15 cents per unit. www.firstflavor.com