Kezzler and FrieslandCampina launch first traceability and consumer engagement system for infant formula

By Jim Cornall contact

- Last updated on GMT

Consumers can use TrackEasy to scan directly from China’s WeChat app. Pic: FrieslandCampina
Consumers can use TrackEasy to scan directly from China’s WeChat app. Pic: FrieslandCampina

Related tags: Frieslandcampina, Traceability, Food, Milk, Nutrition, Infant formula

Norwegian-based serialization technology company Kezzler is working with Dutch dairy company FrieslandCampina to provide global traceability services for their infant formula brand, Friso.

Industry-first smart-packaging solution TrackEasy, was launched in Hong Kong in August and is currently being rolled out in mainland China.

The project involves the application of unique, secure and traceable identities to every single product. By tracking the products from farmer to consumer, the solution supports confidence in Friso infant formula by eliminating concerns regarding fraudulent products in-market and enables FrieslandCampina to engage with consumers directly.

A unique QR code is printed on the can for traceability purposes. A second code will be placed inside, providing a channel for direct consumer engagement, including loyalty programs and promotions.

TrackEasy is integrated with China’s WeChat platform, allowing consumers to scan directly within the app.

Integrated program

Friso is manufactured in The Netherlands and exported to China. As the product moves through the supply chain, data from upstream production partners, such as dairy farmers, and downstream participants, such as importers and distributors, is associated with each unit using Kezzler's traceability solution.

Kezzler's traceability platform is integrated with FrieslandCampina's existing IT infrastructure and logistical systems, leaving possibilities for continued rollout.

friso

Christine C. Akselsen, CEO of Kezzler, said, “We live in a world of complex, global supply chains. To properly ensure food safety, brands need to have full visibility from ingredients through to consumption for every product sold.

“We are proud to support FrieslandCampina in their mission to bring safe and sustainable products to consumers. I am convinced that this level of transparency will soon be expected for all consumer products.”

Hans Wessels, senior project manager at FrieslandCampina, said, “Ensuring our consumers can have full confidence in FrieslandCampina brands is paramount. This is why we have adopted Kezzler's serialization 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.”

In the first phase of the project, Kezzler is serializing all Friso products destined for China and the solution will then be rolled out to other markets.

Related topics: Market Trends

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