The primary job of a label is to identify what product is inside a package. The label must also be graphically pleasing and professionally produced in order to give consumers confidence. In addition to primary information, the FDA requires labels to include nutritional information, ingredients and usage directions in a large font so that the information is easy to read. With so much content, it leaves little room for manufacturers to include copy of their own, including coupons, recipes and such.
Some manufacturers battle this problem by placing their bottles in cardboard cartons – thus creating more space for content. However, this method is expensive and products end up losing shelf space due to the larger packaging. Therefore, the label industry developed a solution in the form of Expanded Text Labels.