QR codes to offer more infant formula transparency at Danone

Danone has developed a digitally-enabled service for infant formula, offering consumers greater transparency on the “farm-to-fork” journey of brands including Aptamil, Karicare, Laboratoire Gallia and Nutrilon.

Shoppers will access the company’s Track & Connect service by using their smartphones to scan two QR codes on infant-formula packs. One QR code will be laser printed on the outer pack and the second QR code will be laser printed behind a tamper-resistant seal, which can only be scanned after purchase. 

The outer QR code will give consumers access to a brand page containing verified information such as where and when the formula was manufactured and the product’s journey through the supply chain. The inner code will trigger a one-time, initial message, verifying the product is authentic.

In future, the inner QR code will also offer consumers health and nutrition apps and information, ‘how to’ parenting videos and access to customer helplines or online e-commerce services. 

Meanwhile, the Track & Connect service, which is powered by blockchain, serialisation and aggregation technology, will also allow Danone and its distributors and retailers to more easily forecast consumer demand and consumer preferences.

Danone is initially launching the baby formula Track & Connect service in China for its Aptamil and Nutrilon brands. The company then plans to roll out the service in France for the Laboratoire Gallia brand, and in Germany, Australia and New Zealand for the Aptamil and Karicare brands.

“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,” said David Boulanger, senior vice president, operations at Danone Specialized Nutrition.