Danone boosts baby formula traceability with on-pack dual QR codes

17 Feb 2020 --- Danone has launched a digitally-enabled data service for baby formula applications called Track & Connect that gives consumers and retailers greater transparency on the product’s farm-to-fork journey. A dual QR code on both the outside and the inside of the packaging offers consumers additional information, such as customized after-sale support and services. The Track & Connect service also allows Danone and its distributors and retailers to more easily forecast consumer preferences, while catering to consumer demand for more traceable, transparent products.

“The launch of our Track & Connect service sends a clear message that when it comes to baby formula products, being able to offer traceability, authentication and after sales support services is something customers and retailers value. Technology can be leveraged to share this information through packaging innovation and design,” David Boulanger, Senior Vice President, Operations, Danone Specialized Nutrition, tells PackagingInsights.

The baby formula packs will be laser marked in Danone’s production facilities with two unique QR codes – one on the outer pack and the second, inner QR code behind a tamper-resistant seal. Track & Connect for Danone’s baby formula brands equips new parents with health and nutrition apps, useful “how to” parenting videos and access to customer helplines and online e-commerce services.

By scanning the outer QR code, consumers receive information on the production and expiry dates of the product to confirm its authenticity. The anti-tamper seal presents an additional small-sized QR code that delivers a unique authenticity validation message to the user. For retailers, Track & Connect can also provide further insights on consumer buying habits, helping with purchase and stock tracking, advanced forecasting and personalization of offers, such as identity and loyalty programs. 

The second QR code within the product offers consumers additional proof of product authenticity.“Thanks to the use of two QR codes, we can give consumers the means to confirm for themselves the origin and authenticity of their baby formula,” Boulanger affirms.

Blockchain in product development
Danone affirms that Tract & Connect is powered by blockchain, serialization and aggregation technologies, which offer a safe method of storing data and information on the movement of Danone’s baby formula products through its supply chain. 

“Serialization involves giving each individual pack of baby formula two unique QR codes. Since individual packs are put in a case and then cases are put on pallets for shipping, we use aggregation technology to track these cases and pallets - and as a result, each individual pack of baby formula. By combining these serialization and aggregation technologies with blockchain technology, we can then connect to our suppliers, distributors and other business partners, and have full visibility on every action taken by each of these supply chain partners in bringing our baby formulas to market,” Boulanger explains.

Addressing consumer concerns about data privacy, Boulanger assures that shoppers can easily opt out if they do not wish to share data or access after sales services that will eventually be offered by scanning the inner QR-code. “All data collected on sales and product trends, as well as such data collected through any web portals or QR codes, will be protected in accordance with the applicable data and privacy protection laws, the same as for any other web service operated by Danone,” he guarantees.

More than just the pack
In terms of packaging design, QR codes and other digital labeling devices have proven advantageous given they can provide an unlimited amount of information on very limited packaging space. The QR codes on Danone’s baby formula packs can be up to fingernail-size small, which saves space traditionally used for detailing product content on the packaging itself.

Other forms of “packaging beyond the packaging” include Guala Closures’s NFC bottle caps and Nestlé Waters North America’s code tracking for its Poland Spring plastic bottle labels.

Also in the emergent space, French dairy cooperative Ingredia, in partnership with food transparency blockchain specialist Connecting Food, unveiled what are marketed as “the first dairy ingredients to be certified, traced and audited in real time” last October.

Danone is initially launching its baby formula Track & Connect service in China for its Aptamil and Nutrilon brands. The company plans to roll out the service starting in 2020 in France for its Laboratoire Gallia brand and in Germany, Australia and New Zealand for its Aptamil and Karicare brands.

By Anni Schleicher