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Danone launches baby formula track and connect service using blockchain

Danone launched its baby formula Track & Connect  service – a digitally-enabled service giving consumers and retailers greater transparency on the product’s farm-to-fork journey. Furthermore, through Danone’s Track & Connect service, consumers and retailers w ill eventually be able to access new data-driven, personalized after-sales  support  and  services  for  its baby  formula brands  like  Aptamil, Karicare, Laboratoire Gallia and Nutrilon.  

Shoppers  will be able to access  this new service through their smart phones by scanning two QR codes on baby formula packs. This dual-QR code packaging innovation will see one QR code laser printed on the out er pack as w ell as a second, inner QR code laser printed behind a tamper-resistant  seal, which can only be scanned after purchase.  The dual QR code system  w ill let shoppers verify the quality and authenticity of the formula, while providing a new way for consumers to connect with the brand for after-sales support and services.

Once the service has been rolled out, shoppers will scan a QR code on a baby formula pack to access  a brand page containing verified information such as where and when the formula was manufactured and the product’s journey through the supply chain. After purchasing and opening the sealed pack, shoppers will then be able to scan a second, inner QR code – triggering a one-time, initial message, verifying the product is authentic. 

Ultimately,   Danone  aims  to  leverage  this  dual-QR   code   packaging   innovation  to introduce customized after-sale support and services that consumers value – such as health and nutrition apps and information, useful ‘how to’ parenting videos, and access to  customer  helplines  or  online  e-commerce  services.  Shoppers  would  access  such support and services after opening their baby formula pack and scanning  the inner QR code. The Track & Connect service will also allow Danone and its distributors and retailers to more easily forecast consumer demand and consumer preferences.

This new service is powered by blockchain, serialization and aggregation technology, which offer a safe and secure method of storing data and information on the movement of our baby formula products through our supply chain. Danone has combined these technologies w ith its dual-QR code packaging innovation to offer its unique baby formula Track & Connect service.

David Boulanger, Sr. Vice President, Operations, Danone Specialized Nutrition, said, “We’re very pleased to be rolling out our baby formula Track & Connect service to consumers and retailers in 2020. Thanks to this innovation in packaging and data management , we’ll be able to offer one of the most comprehensive traceability  services   in  the  baby  formula  industry  and  connect  more  closely  to  our consumers and retailers to offer them after sales services they value.”

 Danone is initially launching its baby formula Track & Connect service in China for its Aptamil and Nutrilon brands. The company plans to roll out the service starting in 2020 in France for its Laboratoire Gallia brand, and in Germany, Australia and New Zealand for its Aptamil and Karicare brands.

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