Food marketers in more categories are looking for ways to intensify their package's graphics to heighten visibility.

ConAgra Foods Inc., Omaha, NE, joins the parade of food companies in the belief that printed shrink labels provide one viable solution.

ConAgra has launched its Ro*Tel brand Ready-to-Eat Queso Dips in hot-filled, custom-molded, polypropylene cups, thermoformed by Printpack Inc. The cups are labeled with PVC shrink labels from Printpack's Seal-It Inc. division, and are rotogravure-printed in six colors.

Labels on the 12-oz, reclosable cup packaging incorporate a special adhesive, applied during printing. The adhesive ensures that the label will properly conform around the cup's contours, avoiding the wrinkles and "smiles" that can erode shrink labels' shelf impact.

ConAgra Foods Grocery Marketing Manager Ryan Toreson says, "The attractive shrink label allows us to attack the shelf and drive better awareness with targeted consumers. The vibrant graphics that this shrink labeling provides ideally supports our product strategy."