Smart Pack Invites Consumers to View Value Chain

In August of 2019, Brazilian dairy producer Languiru launched a new premium milk called Origem. The milk is produced by only five farms, which all have the Good Practices of the Farm seal–a local initiative recognizing dairy farms with best practices and processes–and are filled within 24 hours. The originating milk doesn’t have stabilizers, a fact that the company says maintains its purity, freshness, and flavor characteristics.

Thanks to Connected Pack technology from SIG Combibloc Americas, consumers purchasing the new milk can obtain information about the milk and the farm where it was produced, as well as information from producers, time of collection, and satellite images of the farms.

Unique QR codes tied to the originating milk, as well as Languiru’s regular line, offer detailed information on factory quality tests and support traceability all the way to the shelf. This means Languiru can offer consumers an even more premium product with differentiation for those seeking a product of proven quality.

New milk program builds on existing QR smart pack program
The new Origem smart pack is just the latest entry to an already-robust QR code/smart pack collaboration between Languiru and SIG. Since implementing SIG’s pioneering digital solutions in 2017, Languiru has experienced greater consumer trust and quality perception in their products, improvements in productivity, and now a market share growth that puts Languiru in the region’s top three largest dairy producers, according to Kantar WorldPanel. Before its traceability project with SIG, Languiru was the fifth largest dairy producer in Rio Grande do Sul.

Languiru operates in an environment where consumers are demanding more transparency in business, more product information, and more digital communication with their brands of choice. Alongside this, food and beverage producers like Languiru need to reliably manage products in their supply chain, and ensure visibility at all times to guarantee efficiency, control, and safety.

As a response to these market challenges, Languiru set out to create a new dairy concept: Qualidade do início ao fim, which translates to “Quality from beginning to end.” But in order to realize this promise, the producer needed a solution that not only makes product data easily accessible, but can also drive consumer engagement, trust, and brand recognition.

Quality from beginning to end
To technically realize its vision of “Quality from beginning to end,” Languiru turned to SIG’s integrated Connected Pack platform – a drive to deliver unique digital coding technologies and track-and-trace solutions that ensure 100% connectivity and transparency, together with greater digital interaction and engagement.

“Languiru has always stood out for the quality of its products, and the use of SIG’s innovative Connected Pack technology has enabled us to strengthen this perception and show consumers that Languiru milk is truly differentiated,” said Languiru Cooperative president, Dirceu Bayer.

As of May 2017, Brazilian consumers of five different Languiru milk products can access quality data, brand information, and interactive quizzes directly on their smartphones by scanning a unique on-pack QR code. This QR code system was unprecedented in the food industry when it launched and proved SIG’s early commitment to the connected packaging trend.

"We have no doubt that with SIG we have a greater competitive advantage within the market compared to many other brands,” added Languiru’s Bayer. “SIG understood our demands and developed a tailor-made solution for Languiru that demonstrates quality and therefore adds value to our brand.”

Adding value throughout the supply chain
With a direct link to consumers, Languiru also has the opportunity for digital marketing activities, such as games, quizzes, and promotions. In addition to this, in-line monitoring capabilities and vast data collection in the product journey have enabled Languiru to optimize production and logistics, and manage quality risks more proactively. The process of product traceability in the supply chain has now been reduced from five hours to five minutes, making recalls significantly easier. And in 2018, Languiru recorded a productivity improvement of more than 5% at its dairy plant, resulting in less waste and improved costs. 

Languiru has also commissioned a third SIG filling machine. This new line ensures that 100% of Languiru’s long-life milk and chocolate milk products, Chocolan, has surgical traceability with unique QR codes securing end-to-end traceability for consumers and Languiru.