Launching in ANZ today is a new digital labelling platform, SmartFacts, powered by GS1 QR code technology and set to reshape consumer engagement and usher in a new era of product transparency.
SmartFacts is a collaborative project between the Australian Food and Grocery Council (AFGC), the New Zealand Food & Grocery Council (NZFGC), and GS1 Australia and New Zealand. Launching across select fast-moving consumer goods (FMCG) products in the second half of 2025, SmartFacts will give consumers instant access to standardised, real-time product information such as nutritional details, allergens, and brand provenance via a simple smartphone scan.
Described as a “21st century answer to 21st century consumer expectations”, the initiative aims to harmonise digital product information across the shelf and across markets, building trust through transparency and reducing confusion at the point of sale.
AFGC CEO Colm Maguire said SmartFacts represents a step change in connecting consumers with clear, accurate product data.
“This is an innovative and practical leap forward. Not just for manufacturers who can now share rich, accurate information in real time – but for consumers who want fast facts at their fingertips,” Maguire said. “SmartFacts shows our sector is serious about meeting rising expectations for information, quality and transparency.”
SmartFacts is underpinned by GS1’s global data standards, ensuring consistent and reliable information delivery across all products that adopt the system. GS1 Australia CEO Maria Palazzolo said the platform will support more informed purchasing decisions.
“SmartFacts, powered by GS1 barcode technology, will transform purchasing decisions for shoppers and help them make informed choices with a simple smartphone scan,” Palazzolo said. “In a time where transparency is key, SmartFacts is set to redefine how Australians interact with food and grocery products.”
Beyond consumer benefits, SmartFacts also supports industry by streamlining regulatory compliance and enabling more efficient data management for product labelling. The use of standardised GS1 QR codes allows brands to present consistent digital information, potentially reducing the burden of physical label limitations while enhancing engagement and consumer trust.
As regulatory frameworks continue to evolve and consumers demand greater insight into product sourcing and safety, SmartFacts positions itself as a scalable solution for both local and global supply chains.
The digital labelling initiative builds on increasing momentum for intelligent packaging and aligns with global shifts toward smart supply chains and more sustainable, digital-first consumer experiences.
SmartFacts will begin appearing on-pack from late 2025 as early adopters across Australia and New Zealand implement the system on select product lines.
