Nestle including QR codes on labelling

06th February 2013 - Fine Cut

Multinational food company Nestle is launching a global initiative to give people instant access to the 'nutritional profile, environmental and social aspects' of its product via the item's label, reports foodbev.com.

The digital labels project will see Kit-Kat multi-packs printed with a Quick Response (QR) code that will take consumers to a website where they can find out more detailed information about the product in question.

Consumers will be able to discover more about what the product is made of, how it fits into a balanced lifestyle and how it was produced - all just from scanning with a smartphone.

The firm intends to roll out the codes across most of its product portfolio in both emerging and developed markets in order to help consumers be more conscious and informed about what to purchase.

Patrice Bula, Nestle's head of strategic business units, marketing and sales, hopes the QR code labelling will take off.

He commented on the digital packaging to just-food.com: "We hope that consumers, wherever they are in the world, will use these QR codes to learn more about our products.

"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," added Bula.

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