Camperdown Dairy International is enabling Chinese consumers to quickly check the authenticity and provenance of baby formula using their smartphones.
The Melbourne dairy processor is embedding laser coding into infant formula tins heading to China to reduce the risk of contamination.
The tins from Camperdown Dairy International (CDI) will each have a unique identifier showing details of the batch and the place it was made.
CDI used technology from a New Zealand company called Trust Codes (formerly Expander), which worked in collaboration with Matthews Australasia on the project.
Consumers will be able to use their smartphones to scan the QR Code on the bottom of each tin, which will link to information about the product's authenticity.
In addition, each tin will feature a "contamination-proof" lid and spoon system.
“We recognised that Chinese consumers want surety that the product they give to their children is real, and is sourced from the country of origin stated on the packaging,” said Camperdown’s general manager Gavin Evans.
“We want them to be able to easily access that information with just their smartphone, and they can do this at the retail store or later at home.
“Matthews and Trust Codes worked together to provide us with a solution that integrates seamlessly with our production line. Our tins are laser-marked during production and can be scanned at any point in production, distribution, retail or post-sale.”
Camperdown is one of only eight Australian infant-formula manufacturers approved by the Chinese government.
Since being granted its Chinese infant-formula manufacturing and export licence in July 2015, Camperdown has been focused on increasing production at its Melbourne-based site to supply China and the domestic market.
Chinese regulators are requiring infant-milk-formula producers to provide comprehensive tracking and identification systems in response to consumer concerns about food safety.