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Grass-to-Glass Traceability and Consumer Engagement for Infant Formula Brand, Friso

Kezzler enables FrieslandCampina to reinforce transparency and build trust with Chinese consumers.

One of the world’s largest dairy companies, FrieslandCampina, recently selected Kezzler, a provider of serialization systems, to provide global traceability services for their top infant formula brand, Friso. Smart packaging system TrackEasy was launched in Hong Kong during August and is currently being rolled out in mainland China.

The project involves the application of unique, secure, and traceable identities to each product. By tracking the products from farmer to consumer, the system is meant to support confidence in Friso infant formula by eliminating concerns regarding fraudulent products in-market and enabling FrieslandCampina to engage with consumers directly.

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

The Friso brand 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 designed to be associated with each unit using Kezzler´s traceability system.

Kezzler's traceability platform is integrated with FrieslandCampina´s existing IT infrastructure and logistical systems, which the company says leaves them well positioned for continued rollout.

“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,” says Christine C. Akselsen, CEO of Kezzler. She further explains that she thinks the level of transparency they are employing through serialization with FrieslandCampina will be expected for consumer products.

The consumers are meant to be able to scan the Friso products using their smartphone and experience the grass-to-glass journey of the exact product in hand. They can check authenticity and learn more about the origin. The TrackEasy system is integrated with China’s popular WeChat platform, so that consumers can scan directly within the app.

“Ensuring our consumers can have full confidence in FrieslandCampina brands is paramount,” says Hans Wessels, Senior Project Manager at FrieslandCampina. “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 system will be rolled out to other markets.

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