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Technology

Nestlé Introduces Digital Labelling In The UK And Ireland

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Nestlé Introduces Digital Labelling In The UK And Ireland

Chocolate fans in the UK and Ireland will be the first to benefit from a new global initiative by Nestlé to give consumers instant access to information about the nutritional profile and environmental and social impacts of its products.

The Swiss giant is to introduce QR codes to its two-finger Kit Kat chocolate bar which, when scanned with a smartphone will take consumers to digital sites where they can find more detailed information about the product than would normally be available on a pack. Nestlé plans to roll out the QR codes across its product portfolio in both emerging and developed markets to help people make more informed choices about what to purchase or consume.

Clearly, manufacturers, particularly of products which are liable to 'fat taxes' and obesity legisaltion, are getting in early to try and take a positive approach to their products. There was the less-than-successful 'Honesty Campaign' from Coca-Cola which tried to make a virtue out of a negative. The Nestlé sigital labelling scheme is more sophisticated, but reducing the size of the packs if probably the only way in which they can effect real change in the number of calories being consumed.

“We hope that consumers, wherever they are in the world, will use these QR codes to learn more about our products,” said Patrice Bula, Nestlé’s head of strategic business units, marketing and sales. “We have a wealth of information about the nutritional value and the environmental and social impacts of what we produce, and it makes sense to share that with consumers.” (1 Feb)

© 2013 - ESM: European Supermarket Magazine by Kevin Kelly

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