Food trade media outlets are already buzzing following today’s unveiling by the Grocery Manufacturers Association (GMA) of the SmartLabel™, which will allow consumers to find detailed product information by scanning a QR code on a food package, using a web search such as Google, Yahoo or Bing, or visiting the company’s website.
GMA reports that more than 30 major companies are already committed to taking part in the transparency initiative.
Hershey was the first company to adopt the SmartLabel™ and announced last month its plans to carry the QR code on its labels that shoppers can scan to get a detailed list of ingredients and information on the company’s practices and policies.
“BIO applauds GMA for this innovative approach towards helping consumers get more information about foods and products in the marketplace,” said Brian Baenig, BIO’s Executive Vice President for Food and Agriculture. “We understand people have questions about how their food is grown, and the SmartLabel™ is another tool that can increase transparency and provide answers to common questions.”
GMA says SmartLabel™ will provide consumers at the touch of finger all the information they want to know about what they are purchasing. It is designed so that consumers can easily have access to a wide variety of information but can hone in on a question they have on an ingredient or product in just one or two clicks.
“People want more information and are asking more questions about products they buy, use and consume, and SmartLabel™ puts detailed information right at their fingertips,” said Pamela G. Bailey, GMA president and CEO. SmartLabel™ is a modern technology that will change how people shop and will help them get answers to questions they have on the products they purchase when they want that information.”
A recent survey by Benenson Strategy Group found that 75 percent of consumers said they would be likely to use SmartLabel™, showing that the program will meet a consumer desire for more product information.
Some companies are beginning to offer products using SmartLabel™ late this year and early in 2016, with projections of nearly 30,000 total products using SmartLabel™ by the end of 2017. Early estimates indicate that within five years, more than 80 percent of the food, beverage, pet care, personal care and household products that consumers buy will be using SmartLabel™.
More than 30 of the nation’s major food, beverage and consumer products companies already are committed to using SmartLabel™ to provide detailed information about their products. These include ConAgra Foods, Hormel Foods, Campbell Soup Company, Knouse Foods, Land O’Lakes, PepsiCo, Coca-Cola, Nestle, Hershey, J.M. Smucker Company, Kellogg Company, General Mills, McCormick & Company, Bimbo Bakeries USA, Bruce Foods Corporation, Bumble Bee Seafoods, Ferraro USA, Flowers Foods, Reily Foods Company, Rich Products Corporation, Sunny Delight Beverages Co., Tyson Foods, Inc., Ahold USA, Topco LLC, The WhiteWave Foods Company, Pharmavite LLC, Clorox, Colgate, Procter & Gamble and Unilever.
See more information on the SmartLabel™ at smartlabel.org.