Nestlé to launch new nutritional label scanning system in UK

3 February 2013 (Last Updated February 3rd, 2013 18:30)

Food company Nestlé will launch its new nutritional label scanning system in the UK, designed to provide customers with smartphone access to information pertaining to the nutritional profile and environmental as well as social impacts of its products.

Nestle_Global QR codes

Food company Nestlé will launch its new nutritional label scanning system in the UK, designed to provide customers with smartphone access to nutritional and environmental information, as well as social impacts of its products.

According to the company, buyers of a multi-pack of two-finger Kit Kat chocolate bars in the UK and Ireland will be able to find out more information just by scanning the packaging with a smartphone.

Information about what the bars are made of, how they fit into a balanced diet and lifestyle, and how they were produced, can be obtained.

A quick response (QR) code on the Kit Kat multi-packs will direct consumers to digital sites where detailed information can be found about the product.

The company plans to launch the QR codes across its product portfolio in emerging as well as developed markets, in a bid to help people make informed choices about what to buy or consume.

Nestlé strategic business units, marketing and sales head Patrice Bula said the company hopes that consumers across the globe will use the QR codes to learn more about its products.

"We have a wealth of information about the nutritional value and the environmental and social impacts of what we produce, and it makes sense to share that with consumers," Bula said.

Consumers scanning the QR code on a Nestlé product will be able to get additional information relating to how the product fits into a healthy lifestyle, including portion guidance, recipe ideas and the role it plays in a balanced diet.

Facts about its impacts, such as to how much water or energy is used in its entire life cycle, can also be accessed.

Seven years ago Nestlé introduced a 'nutritional compass' on its packaging, and the new QR code initiative is a natural extension of its proposal to communicate the importance of responsible nutrition, moderation and variety in food habits.

A QR code is a type of barcode that comprises small black blocks arranged in a square pattern against a white background. When scanned with a smartphone, it opens a mobile application or a website.


Image: A QR code on packaging will direct consumers to digital sites where detailed information about the product can be found. Photo: Courtesy of Nestlé