Take an exhaustive look at your pack - claims, ingredients, small and all.

Would you condently let your kids stick it in their mouths, spread it on their skin or spray it in the air?

Guess which one has: 1501 mg of sodium (salt) per 100 g VS. 1246 mg of sodium (salt) per 100 g & 3.2 g of dietary bre VS. 8.0 g of dietary bre

Before you go to the Financial Director and ask for R10m to package, sample and promote, ask yourself: Will there be any justied comebacks? Will it stay on shelf long enough and sell enough to recoup the investment or will a disgruntled consumer call you on it?

Is your Yorkie going on a date? Why would he need fresh minty breath?

Before you ask consumers with limited cash to hand it over - do they really need your product? Will it add value to their day, make them healthier, more alert or simply happier?

Honestly??

Is the claim you are making honest and defendable? If not, go back and interrogate it again and nd something you can truly own that is sustainable.

Heavily and aggressively marketed as a health drink by Coca-Cola...

But in fact is basically just water and almost as much sugar as a soft drink, with a pennys worth of synthetic vitamins added.

If your product popped up in conversation at a dinner party - would you happily put up your hand and say Its mine!? This goes deeper than claims and ingredients - its also the way your product is made, how you do business and how you treat people.

Cereals: Overpromising much?

You would think that sugar people would know this about their product: sugar contains carbon. Sucrose, the technical name for table sugar, has the chemical formula C12H22O11. That C stands for carbon. Take the carbon out of sugar, and you pretty much have water.

Hiding important information to trick consumers into making a purchase... not cool.