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GMA's new smart label to give consumers access to ingredient information

16 DEC,2015 | Washington

News Bureau

SmartLabel, a technology enabling consumers to have access to detailed information about retail products is launched

The Grocery Manufacturers Association (GMA) has announced the launch of SmartLabel—a technology that will enable consumers to have access to detailed information about thousands of retail products. The new program, created by manufacturers and retailers, enables consumers to get additional details about products by scanning a bar code or doing an online search to reach a landing page with information on ingredients and other attributes of a wide range of food, beverage, pet care, household, and personal care products. More than 30 U.S. food, beverage, and consumer products companies are already committed to using SmartLabel, including: ConAgra Foods, Campbell Soup, Hershey, J.M. Smucker Company, General Mills, McCormick, and Unilever. 

This transformative new program, created by manufacturers and retailers, enables consumers to get additional details about products by scanning a bar code or doing an online search to reach a landing page with information on ingredients and other attributes of a wide range of food, beverage, pet care, household and personal care products.  SmartLabel™ will provide consumers at the touch of finger all the information they want to know about what they are purchasing. It is designed so that consumers can easily have access to a wide variety of information but can hone in on a question they have on an ingredient or product in just one or two clicks.  

“People want more information and are asking more questions about products they buy, use and consume, and SmartLabel™ puts detailed information right at their fingertips,” said Pamela G. Bailey, president and CEO of the Grocery Manufacturers Association. “SmartLabel™ is a modern technology that will change how people shop and will help them get answers to questions they have on the products they purchase when they want that information.”

SmartLabel™ makes it easier than ever for shoppers to find information about products they use and consume. SmartLabel™ will be available on an array of food, beverage, personal care, household and pet care products with information on hundreds of attributes covering thousands of products, including nutritional information, ingredients, allergens, third-party certifications, social compliance programs, usage instructions, advisories and safe handling instructions and company/brand information, along with other pertinent information about the product.

A recent survey by Benenson Strategy Group found that 75 percent of consumers said they would be likely to use SmartLabel™, showing that the program will meet a consumer desire for more product information.

How SmartLabel™ Works

Each individual product in SmartLabel™ will have a specific landing page containing detailed information from the manufacturer on ingredients and other product attributes. All SmartLabel™ landing pages are organized in a similar format, with a consistent look across products, whether the consumer is looking at a gallon of ice cream or a gallon of laundry detergent. 

Consumers will be able to find this detailed product information in several ways: by scanning a QR code on the package, using a web search such as through Google, Yahoo or Bing, going to a participating company’s web site, or eventually through an app. A number of retailers have said that they can help shoppers without smartphones via their customer service desk in stores.

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