USA – Danone has launched the Track & Connect service, a digitally-enabled service giving consumers and retailers greater transparency on its baby formula farm-to-fork journey.
The Track & Connect service will also enable consumers and retailers to access new data-driven, personalized after-sales support and services for its baby formula brands like Aptamil, Karicare, Laboratoire Gallia and Nutrilon.
Danone says shoppers will be able to access this new service through their smart phones by scanning two QR codes on baby formula packs.
The dual-QR code packaging innovation uses one QR code laser printed on the outer pack as well as a second, inner QR code laser printed behind a tamper-resistant seal, which can only be scanned after purchase.
According to the dairy processor, 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 for after-sales support and services.
Danone claims that the Track & Connect service will also allow the company and its distributors and retailers to more easily forecast consumer demand and consumer preferences.
This new service is powered by blockchain, serialization and aggregation technology, which the company said offer a safe and secure method of storing data and information on the movement of our baby formula products through our supply chain.
Danone has combined these technologies with its dual-QR code packaging innovation to offer its unique baby formula Track & Connect service.
Commenting the launch, David Boulanger, Sr. Vice President, Operations, 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 to offer them after sales services they value.”
Danone is initially launching its baby formula Track & Connect service in China for its Aptamil and Nutrilon brands.
The company plans to rollout the service starting in 2020 in France for its Laboratoire Gallia brand, as well as in Germany, Australia and New Zealand for its Aptamil and Karicare brands.