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Have a Break: Scan a KitKat

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Have a Break: Scan a KitKat

February 06
14:54 2013

Nestlé is the next in a long line of brands to make their packaging smartphone compatible.

The confectionary giant has chosen to launch its new global packaging system in the UK, which will allow consumers to access information including a nutritional profile along with the social and environmental impact of their products.

The packaging, which will eventually be available worldwide, will enable customers to discover more about ingredients, a product’s place in lifestyle and diet, and how they were manufactured. This comprehensive information can be received simply by scanning the label with a smartphone.

Nestlé Smartphone Packaging

Information would be provided via a quick response (QR) code, which will direct consumers to websites that deliver an extensive range of material that isn’t present on the packaging.

The company aims to introduce the QR codes across their portfolio in both developed and emerging markets, to help customers make informed decisions about their purchasing and consumption behaviour.

Nestlé’s head of strategic business units, marketing and sales, Patrice Bula, hopes the new technology will help engage with their global consumer base.

“We hope that consumers, wherever they are in the world, will use these QR codes to learn more about our products.”

He added that with a wealth of information available on social and environmental impacts on their produce along with nutritional value, it seemed logical to share this with their customers.

Sustainability information accessible via the codes includes facts on energy and water usage during the life cycle of a product.

Back in 2006, Nestlé introduced a “nutritional compass” on its labels as an inform customers about their products and to help them decide between them. The firm claims that 97 percent of their products worldwide feature the compass.

This isn’t the first time the chocolate giant has been in the news this year. Back in January, Nestlé succeeded in the latest legal quarrel with rival Cadbury, after they allegedly copied the famous shape of Nestlé’s KitKat fingers.

Cadbury is considering whether to appeal the decision. However, in October last year, Cadbury won a case to exclusively use the shade of purple on their packaging as it had been used on their Dairy Milk bars since 1914.


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