Live from AIPIA: QR Code Accesses Baby Formula’s ‘Grass-to-Glass’ Journey

As global supply chains become increasingly complex and are at risk of counterfeiting, the need to ensure food safety standards has never been higher. Brands must have full visibility from ingredients through to consumption for every product. That was the message from three members of traceability technology provider Kezzler who shared their experiences working on a real-world smart packaging application for an infant formula brand at the AIPIA World Congress, held in November in Amsterdam.

In their presentation, Kezzler’s Chief Technology Officer Johan Borg, Chief Sales Officer John Beerens, and Chief Commercial Officer Cecilie Bergenstjerna told audience members how the company provided one of the world’s largest dairy companies, FrieslandCampina, with global traceability services for its top infant formula brand, Friso. The QR code-based TrackEasy system launched in Hong Kong in August 2019 and is currently being rolled out in Mainland China.

Said Beerens, “Kezzler’s TrackEasy solution is empowering parents to make informed decisions when making a purchase, ensuring them that they are providing the best quality milk for their children, thus giving mums peace of mind that their babies are safe. 

“There is no doubt that consumers are expecting increased levels of transparency in the origin and production of their products. Research indicates that in mainland China and Hong Kong, parents spend up to three hours researching their infancy formula milk, and 90 percent of them indicated they are interested to know more about the food source of their products. In response to this increased level of expectation from consumers for product traceability, formula brands and manufacturers must now offer more visibility to product food source and supply chain management.”