Gone are the days where shoppers pull items off shelves without a second glance. People are becoming more conscientious about what they buy, and they want to be more informed about what’s inside their food and beverages, from nutrients to possible allergens to genetically modified ingredients and more. People are seeking more information that informs their purchase decision. In today’s digital environment, we are helping lead this effort to better arm shoppers and meet their expectations for accessing all types of information in new and practical ways.
With consumer needs in mind, the Grocery Manufacturers Association (GMA) in 2015 announced plans for an unprecedented initiative that brings more transparency into and more information about what’s on store shelves. This U.S. initiative, ultimately named SmartLabel, uses QR code as well as online technology to provide extensive product details for any item in the food, beverage or consumer goods space in an easy and uniform way.
Beyond the Label
While a Nutrition Facts label provides insight into what ingredients are in an item, it only scratches the surface—literally. With limited real estate on packaging, SmartLabel offers an easy solution for providing more information. “With SmartLabel, we are more flexible,” explained Goudie. “We can share in-depth product information that goes well beyond what consumers are used to finding on packaging labels.”
How does a shopper access this information? A QR code is placed on the packaging of every participating product. People simply scan the code, instantly pulling up information on their mobile phones. This quick function makes SmartLabel an invaluable tool for shoppers as they walk through the aisles. Each product page looks alike, making it easy to identify and find the information most important to the user.
Making this data available digitally not only ensures people are getting access to the right information but it also helps
The Challenge of Updating Millions of Labels
The adoption of SmartLabel is a significant undertaking when factoring in the number of products companies manufacture. As a committed partner from the beginning,
Coca-Cola. “The end goal is transparency for consumers, so we are collaborating with others in the industry to accelerate the process.”
Each beverage—down to the specific flavor and size—needs to have its own QR code. The image also needs to be easily readable by a smartphone camera, and when you take into account the curvature of the bottle, you’re dealing with a delicate balance of art and science.
According to Francis,
The company’s goal is to have QR codes applied to all beverage packaging by the first quarter of 2018. That’s quite a commitment for the world’s largest beverage company—and one they are well on their way to completing.
Ultimately, this initiative is about providing people with clear and transparent facts. “We believe true transparency occurs when people learn directly from us more about our products, ingredients and company,” explained Goudie. SmartLabel helps bridge that gap from knowledge to trust to ultimately incidence of their favorite beverages.
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
- 2017 Global Innovation Award Winners
- Innovating Beyond the Traditional Package — and Giving People the Drinks They Want
- Our Way Forward 2017 Update