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.
Danone has initially launched the service in China for its Aptamil and Nutrilon brands, with 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 president 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 formula industry and connect more closely to our consumers and retailers to offer them after sales services they value.”
For shoppers, Track & Connect is accessed via smart phones by scanning 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 access to a brand page containing verified information on where and when the formula was manufactured and the product’s journey through the supply 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-commerce services.
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 easier forecasting of consumer demand and consumer preferences.
The Track & Connect service is powered by blockchain, serialisation 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.