FrieslandCampina uses intelligent packaging to tackle infant formula counterfeits in China

Track and trace technology for consumer engagement and authenticity

466

The high level of counterfeit infant formula in China is a major concern for those supplying this huge market with authentic and carefully regulated products. A dairy product manufacturer, FrieslandCampina, has appointed longstanding AIPIA member, Kezzler, to provide global serialization and track and trace services for its Friso range.

The project involves the application of unique, secure and traceable identities in the form of codes to the brand. By creating a fully connected supply chain from production to consumption, the solution supports confidence in the brand by eliminating counterfeiting concerns as well as enabling FrieslandCampina to engage consumers directly, the company reported.

The codes are generated using Kezzler’s patented encryption technology. For each unit of Friso Gold, Prestige or FrisoMum, a first QR code is located under the can to be used for track and trace purposes. A second QR code will be placed inside the product and provides a channel for direct consumer engagement, including loyalty programs and promotions.

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.

We live in a world of complex, global supply chains. To properly ensure food safety, brands need to have visibility on each product from creation through to consumption. Kezzler’s serialization technology helps FrieslandCampina protect both its brands and consumers. Tracking Friso products through the supply chain, storing the associated product information and enabling real-time authentication supports both food safety and consumer confidence,” explained Christine C Akselsen, chief executive officer, Kezzler.

The codes allow consumers to scan the product using their phone to check its authenticity and learn more about their purchase. Kezzler has also integrated the solution with China’s popular WeChat platform, which enables consumers to scan the code using the app.

Commenting on the project, a senior representative of 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.”

The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.

A multi-channel B2B publication and digital platform such as Packaging South Asia.is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.

As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.

The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.

Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.

In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what you need. Speak and write to our editorial and advertising teams! For advertisement ads1@ippgroup.in , for editorial info@ippgroup.in and for subscriptions subscription@ippgroup.in

– Naresh Khanna

Subscribe Now

LEAVE A REPLY

Please enter your comment!
Please enter your name here