Traditionally, the holiday season is the time of year when we give ourselves permission to eat pretty much what we like. That said, there’s a growing demand among US consumers for greater transparency about what exactly goes into the food and drink they buy. So maybe now is the ideal time to launch SmartLabel, a new platform that gives consumers all the information they need at the point of purchase.
Backed by the Grocery Manufacturers Association, SmartLabel places a QR code on the pack which consumers scan using their smartphones. This directs them to a landing page, or even a customer service hotline, where they can get the inside information on nearly 30,000 products from dozens of participating brands.
The first product to carry the code will be Christmas packs of Hershey’s Kisses. We’d like to think the ingredients will be revealed as magic beans, Arctic frost and actual kisses from Santa’s elves, but the truth will probably be rather more mundane.
Via. Brand Channel