Nestlé empowers consumers with new digital labelling scheme
Posted: 1 February 2013 | Nestlé | No comments yet
Consumers in the United Kingdom will be the first to benefit from a new global initiative by Nestlé…
INSTANT ACCESS: Consumers can get more information by scanning the product with a smartphone.
Consumers in the United Kingdom will be the first to benefit from a new global initiative by Nestlé to give people instant access to information about the nutritional profile and environmental and social impacts of its products.
Anyone who buys a multi-pack of two-finger Kit Kat chocolate bars in the UK and Ireland will be able to find out more about what they are made of, how they fit into a balanced diet and lifestyle, and how they were produced, just by scanning the packaging with a smartphone.
The Kit Kat multi-packs will carry a Quick Response (QR) code that will take consumers to digital sites where they can find more detailed information about the product than would normally be available on a pack.
Nestlé plans to roll out the QR codes across its product portfolio in both emerging and developed markets to help people make more informed choices about what to purchase or consume.
Information at your fingertips
“We hope that consumers, wherever they are in the world, will use these QR codes to learn more about our products,” said Patrice Bula, Nestlé’s Head of Strategic Business Units, Marketing and Sales.
“We have a wealth of information about the nutritional value and the environmental and social impacts of what we produce, and it makes sense to share that with consumers.”
A QR code is a type of barcode which consists of small black blocks arranged in a square pattern against a white background.
When it is scanned with a smartphone it opens a mobile application or a website.
Consumers who scan the QR code on a Nestlé product will be able to obtain additional information relating to how the product fits into a healthy lifestyle, including portion guidance, recipe ideas, and its role in a balanced diet.
They will also be able to access facts about its impacts, such as how much water or energy is used in its entire life cycle.
Clear and understandable labelling
Seven years ago Nestlé became the first company to introduce a ‘nutritional compass’ on its packaging, designed to be an informative guide to help consumers choose between products.
The new QR code initiative is a natural extension of the company’s commitment to communicate the importance of responsible nutrition, moderation and variety in food habits.
The majority of codes will appear on packs on a space within the Nestlé nutritional compass, which is already present on 97% of the company’s products worldwide.