Dutch dairy company FrieslandCampina has selected serialisation technology company Kezzler to offer traceability services for its FRISO infant formula brand.

Last month, Kezzler launched TrackEasy smart packaging solution in Hong Kong and is now introducing it in mainland China.

According to the deal, Kezzler will implement secure and traceable identities to every item in FRISO infant formula portfolio, enabling the dairy firm to track the products from farmer to consumer.

The company has placed a unique quick response (QR) code on the can for traceability and a second code inside the package to allow for direct consumer engagement, including loyalty programmes and promotions.

The project is expected to remove the risk of fraudulent products in the market and allow FrieslandCampina to directly interact with consumers.

Customers can scan the FRISO products using their phone to access information such as authenticity and the origin of the product, as well as get rewarded for their loyalty.

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Kezzler has integrated the TrackEasy solution with China’s WeChat platform, enabling customers to scan within the app.

FrieslandCampina senior project manager Hans Wessels said: “Ensuring our consumers can have full confidence in FrieslandCampina brands is paramount.

“This is why we have adopted Kezzler’s serialisation technology to deliver supply chain visibility for our infant formula brands, as well as providing a way for stakeholders throughout the supply chain to validate their products in real-time.”

Kezzler integrated its traceability platform with FrieslandCampina’s existing IT infrastructure and logistical systems for future product launches.

The technology firm is serialising all FRISO products intended for distribution in China in the first phase of the project, which will be followed by the introduction to other markets.