Nestle to put nutrition QR codes on all products

2/21/2013

Nestle says it intends to put QR codes on all its products worldwide to provide customers with nutrition information as well as other facts.

Nestle this month announced a rollout of the scheme, starting in the U.K. and Ireland with its multipack two-finger Kit Kat bars (photo above).

When scanned, the QR codes will provide information across three broad areas: nutrition, the environment and society, said Philippe Aeschlimann, Nestle’s corporate spokesperson in Switzerland.

Consumers who scan the QR code can obtain nutrition information, learn how the product fits into a healthy lifestyle, as well as get portion guidance and recipe ideas.

“They will also be able to access facts about impacts, such as how much water or energy is used in its entire life cycle.” Aeschlimann explained in an email.

Officials with the Swiss multinational couldn’t yet say when the QR codes will begin to appear on products in Canada.

“It’s too early to speak about the next rollouts and product sectors,” Aeschlimann said.

Nestle officials in Canada also could not provide a rollout date.

QR codes are essentially sophisticated barcodes that, when scanned by a smartphone with a QR code reader, link to mobile apps or websites. The information contained in those apps or sites can include everything from articles, to video to downloadable coupons.

Nestle is known for using phone technology to link consumers to its products. The company created a slew of apps in 2009 and 2010, including Petcentric, for its Purina Petcare line in the U.S., a recipe app in Brazil called Receitas, and nutrition app for moms-to-be in France called Devenir Maman.

Last spring Nestle launched an app for its Milo beverage in Singapore that allowed soccer and other sports enthusiasts looking to organize a game find players nearby. The app, called Milo Matchup, let users find players of similar skill levels by type of sport.

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