Dual QR codes give traceability and authentication for Danone baby formulas

Danone recently announced the launch of its baby formula Track & Connect service – a digitally-enabled service giving consumers and retailers greater transparency on the product’s journey through the supply chain. In addition, consumers and retailers will eventually be able to access new data-driven, personalized after-sales support and services for its baby formula brands.

Shoppers will be able to access this new service through their smart phones by scanning two QR codes on baby formula packs. This dual-QR code packaging innovation will see one QR code laser printed on the outer pack and a second, inner QR code, laser printed behind a tamper-resistant seal, which can only be scanned after purchase.

This new service is powered by blockchain, serialization and aggregation technology, which offer a safe and secure method of storing data and information on the movement of these baby formula products.

The dual QR code system will let shoppers verify the quality and authenticity of the formula, while providing a new way for consumers to connect with the brand, says the company. The Track & Connect service will also allow Danone and its distributors and retailers to more easily forecast consumer demand and consumer preferences.

Scanning the outer QR code on a pack will access a brand page containing verified information such as where and when the formula was manufactured as well as the product’s journey. After purchasing and opening the sealed pack, a scan of the inner QR code  triggers a one-time message, verifying the product is authentic.

Commenting on the announcement, David Boulanger, Senior VP, operations at Danone Specialized Nutrition, said, “We’re very pleased to be rolling out our baby formula Track & Connect service to consumers and retailers in 2020. 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.”

Danone initially launched the baby formula Track & Connect service in China last November for its Aptamil  product and in February 2020 for Nutrilon. It plans to roll out the service later this year in France for its Laboratoire Gallia brand, and in Germany, Australia and New Zealand for its Aptamil and Karicare brands.

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