French dairy giant Danone has launched a new digital service for infant formula that enables consumers and retailers to track the product’s history from “farm-to-fork”.

Danone said Track & Connect offers “greater transparency” and consumers can access the service via their smart phones by scanning two QR codes on baby-formula packs, with China the first to debut the application this year followed by Europe.

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It added: “This dual-QR code packaging innovation will see 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.

“Consumers and retailers will eventually be able to access new data-driven, personalised after-sales support and services for its baby-formula brands like Aptamil, Karicare, Laboratoire Gallia and Nutrilon.” 

Consumers will be able to identify where and when the formula was manufactured and track its “journey” through the supply chain. “After purchasing and opening the sealed pack, shoppers will then be able to scan a second, inner QR code – triggering a one-time, initial message, verifying the product is authentic,” Danone said.

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Danone said it will initially roll out Track & Connect in China for Aptamil and Nutrilon, followed in 2020 by France for Laboratoire Gallia, and then Germany, Australia and New Zealand for Aptamil and Karicare.

David Boulanger, the senior vice president of operations for Danone’s Specialized Nutrition business, 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.”