Nestlé packaging to provide further product information via smartphones (From York Press)

Nestlé packaging to provide further product and nutritional information via QR codes

8:09am Wednesday 6th February 2013 in News By Mike Laycock, Chief reporter

KITKATS are leading the way in a global initiative by Nestlé to give customers instant access to detailed information about its products through their smartphones.

People buying York-made multipacks of the popular two-finger chocolate bar will be able to scan the packaging with their phone and find out more about what they are made of, how they fit into a balanced diet and lifestyle, and how they were produced.

The packs carry a Quick Response (QR) code – a type of barcode consisting of small black blocks arranged in a square pattern against a white background – that will take consumers to digital sites.

They can then find more detailed information about the product than would normally be available on a pack, including its environmental and social impact, such as how much water or energy is used in its life cycle.

They will also find nutritional information and discover how the product fits into a healthy lifestyle, including portion guidance, recipe ideas, and its role in a balanced diet.

The Swiss confectionery giant, which plans to roll out the QR codes across its products in both emerging and developed markets, said it will help people make more informed choices about what to purchase or consume.

Patrice Bula, head of strategic business units, marketing and sales, said: “We hope that consumers, wherever they are in the world, will use these QR codes to learn more about our products.

“We have a wealth of information about the nutritional value and the environmental and social impacts of what we produce, and it makes sense to share that with consumers.”

A spokesman said the new QR code initiative was a natural extension of Nestlés commitment to communicate the importance of responsible nutrition, moderation and variety in food habits.