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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.

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