2013-02-01 09:12:33 -
Nestlé S.A. /
Nestlé empowers consumers with new digital labelling scheme
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Consumers in the United Kingdom will be the first to benefit from a new global
initiative by Nestlé to give people instant access to information about the
nutritional profile and environmental and social impacts of its products.
Anyone who buys a two-finger Kit Kat chocolate bar in the UK and Ireland will be
able to find out more about what it is made of, how it fits into a balanced diet
and lifestyle, and how it was produced, just by scanning the packaging with a
The Kit Kat bars will carry a Quick Response (QR) code that will take
to digital sites where they can find more detailed information about the product
than would normally be available on a pack.
Nestlé plans to roll out the QR codes across its product portfolio in both
emerging and developed markets to help people make more informed choices about
what to purchase or consume.
Information at your fingertips
"We hope that consumers, wherever they are in the world, will use these QR codes
to learn more about our products," said Patrice Bula, Nestlé's Head of Strategic
Business Units, Marketing and Sales.
"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 QR code is a type of barcode which consists of small black blocks arranged in
a square pattern against a white background.
When it is scanned with a smartphone it opens a mobile application or a website.
Consumers who scan the QR code on a Nestlé product will be able to obtain
additional information relating to how the product fits into a healthy
lifestyle, including portion guidance, recipe ideas, and its role in a balanced
They will also be able to access facts about its impacts, such as how much water
or energy is used in its entire life cycle.
Clear and understandable labelling
Seven years ago Nestlé became the first company to introduce a 'nutritional
compass' on its packaging, designed to be an informative guide to help consumers
choose between products.
The new QR code initiative is a natural extension of the company's commitment to
communicate the importance of responsible nutrition, moderation and variety in
The majority of codes will appear on packs on a space within the nutritional
compass, which is already present on 97% of Nestlé products worldwide.
Nestlé UK website www.nestle.co.uk
Kit Kat UK website www.kitkat.co.uk/
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Source: Nestlé S.A. via Thomson Reuters ONE