Page 54 - Packaging News Mar-Apr 2020

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CODING & MARKING | www.packagingnews.com.au | March-April 2020
Danone launches farm-to-fork dual QR tracking
Dual QR code packaging innovation is at the heart of global food giant Danone’s digitally enabled Track & Connect service for consumers and retailers, introducing a new level of supply chain transparency for its baby formula brands. Lindy Hughson reports.
DUAL QR code packaging innova- tion is at the heart of global food giant Danone’s digitally enabled Track & Connect service for con- sumers and retailers, introduc- ing a new level of supply chain transparency for its baby for-
mula brands.
Danone has initially launched the
service in China for its Aptamil and Nutrilon brands. The company has plans to roll it out this year in Australia, New Zealand, and Germany for its Aptamil and Karicare brands, and in France for its Laboratoire Gallia brand.
David Boulanger, senior vice pres- ident of operations at Danone Specialized Nutrition, said, “Thanks to this innovation in packaging and data management, we’ll be able to offer one of the most comprehensive traceability services in the baby for- mula industry and connect more closely to our consumers and retail- ers to offer them after sales services they value.”
For shoppers, Track & Connect is accessed via smart phones by scan- ning two QR codes on baby formula packs, one printed on the outer pack and a second, inner laser QR code printed behind a tamper-resistant seal – which can only be scanned after purchase.
Scanning the first, outer QR code will give the consumer access to a brand page containing verified information on where and when the formula was manufactured, and the product’s journey through the sup- ply chain. The second, inner QR code will trigger a one-time, initial message, verifying the product is authentic.
Danone says that, ultimately, it aims to leverage this dual-QR code packaging innovation to introduce customised after-sale support and services that it believes consumers value – such as health and nutrition apps and information, useful ‘how to’ parenting videos, and access to customer helplines or online e-com- merce services.
The inner QR code is printed behind the tamper-resistant seal.
It’s the inner Track & Connect code that would give shoppers access to this extra level of service. It also holds the key to important data for Danone and its distributors and retailers, that will allow more accu- rate forecasting of consumer demand and consumer preferences. This data can also be used to provide further
insights on consumer buying habits and could be used in personalisation of offers through initiatives such as loyalty programmes.
The Track & Connect service is powered by blockchain, serialisa- tion and aggregation technology which, Danone says, offer a safe and secure method of storing data and information on the movement of baby formula products through the supply chain. ■
ABOVE: Danone will roll out Track & Connect this year in Australia and New Zealand on its Aptamil and Karicare brands.
INSET: The inner QR code is printed behind the tamper-resistant seal.
We’ll be able to offer one of the most comprehensive traceability services in the baby formula industry.”