Danone launches traceability technology for baby formula

Danone will roll out new technology that allows consumers to verify the quality and authenticity of its baby formula.

Shoppers will be able to access the Track & Connect service through their smartphones by scanning two QR codes on formula packs.

Through the technology, consumers and retailers will be able to access data-driven after-sales support for Danone’s formula brands like Aptamil, Karicare, Laboratoire Gallia and Nutrilon.

Once the service has been rolled out, shoppers will scan a QR code on a baby formula pack to access a brand page containing information such as where and when the formula was manufactured and the product’s 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.

Ultimately, Danone aims to leverage this dual-QR code packaging innovation to introduce customised after-sale support and services – such as health and nutrition apps and information, useful ‘how to’ parenting videos and access to customer helplines or online e-commerce services.

The Track & Connect service will also allow Danone and its distributors and retailers to more easily forecast consumer demand and consumer preferences. 

This new service is powered by blockchain, serialisation and aggregation technology, which, Danone said, offer a safe and secure method of storing data and information on the movement of baby formula products through the supply chain.

“We’re very pleased to be rolling out our baby formula Track & Connect service to consumers and retailers in 2020,” said David Boulanger, senior vice president, operations, Danone Specialized Nutrition.

“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.”

Danone is initially launching the Track & Connect service in China for its Aptamil and Nutrilon brands.

The company plans to roll out the service starting in 2020 in France for its Laboratoire Gallia brand, and in Germany, Australia and New Zealand for its Aptamil and Karicare brands.