Top Dairy Brands nailing the Smart Packaging formula!

The dairy products industry valued at ~490B USD in 2020 is supposed to grow at a compounded annual growth rate (CAGR) of 2.5% in the coming years as per Dairy Products Market Share & Growth Report, 2020-2027. The key drivers of growth are expected to be innovation in yogurts, such as fat-free, flavored, and drinkable yogurt, which are expected to provide brand owners with significant growth opportunities. Innovation in packaging, such as small portion size, on-the-go packs, and single-serve, is also driving product demand, providing a massive opportunity to manufacturers. As the world is shifting towards smart packaging solutions, the dairy industry will also need to adapt technology to not only gain visibility in the supply chain and have better planning of manufacturing and reduce wastage but also to identify the value it adds in consumer engagement and to fight counterfeiting.

This is going to happen sooner than you may expect as many companies have already introduced Smart QR codes on the packaging

’Moo-R’ QR codes by Yeo Valley Organic

Yeo Valley Organic with the help of smart packaging solutions has rolled out QR codes on packaging across all its products as part of the new ‘Put Nature First’ brand platform. Consumers can scan the ’Moo-R’ QR codes printed on 100 million products without an app. Consumers are redirected to ‘Yeokens’ reward program where they have access to specific product information, brand content and future promotions. The dynamic digital experiences adjusts based on the product, customer location and the time of day, according to the company. Through their software they get analytics where Yeo Valley Organic can build consumer profiles and track engagement across the product portfolio.

Danone has also ventured into the space of intelligent packaging by using QR code on packaging to run loyalty programs across various countries.

Enjoy Life’s simple pleasures by DCI Cheese Co.

Salemville Smokehaus, a brand under DCI Cheese Company launched a promotional campaign by the name of simple pleasures of life which offered coupons and various offers through its QR code on packaging. Consumers could simply scan the product and fill in a form to view wine pairings, serving suggestions and recipes. One lucky grand prize winner will receive a weekend getaway to a bed and breakfast in Pennsylvania’s Amish country valued at $2,000. This campaign was run in a selected geography to increase the sales in the area.

Building Brand trust with QR

Brave Robot Ice Cream, owned by The Urgent Company, is set to become the first dairy ice cream in US grocery stores to publish its carbon footprint on its packaging. Brave Robot will begin to feature the GHG emissions of each pint on the packaging, along with an accompanying QR code driving to BraveRobot.co/impact where customers can dive deeper into the brand’s commitment to sustainability.

Cow 2connect also decided to redirect the QR code to the company website to give more information on how the product is different from its competition in the market and the benefits of the product to build brand trust.

Similar to Cow 2connect, Gir Ghee by A2 Milk has been tested by a German Laboratory TuV Nord for all Nutritional facts and for Additives and Preservatives and found to be completely Additives and Preservatives Free. The brand shares this report with all customers in the form of a QR code on the label to build brand trust.

Choose to laugh at life by laughing cow

The Laughing Cow original cheese will be available in this new, limited-edition packaging that commemorates the milestone. Each all-red package contains specially branded wedges with The Laughing Cow logo and a scannable QR code where fans from around the globe can record and share their laughs in celebration with The ComedyCures Foundation. By participating, laughing fans can enter for free to win a customizable, exclusive laugh box to re-record and replay their laughs.

“Inspiring people to choose to laugh at life brings people together, which has been at the core of The Laughing Cow brand for the past 100 years. Throughout February and March, fans can get their friends and families to share their laughs with us for a good cause,” said The Laughing Cow USA brand director Zach Fatla. “This is just the beginning, we can’t wait to bring more surprises forward in the coming weeks as we celebrate our centennial.”

Traceability for Vinamilk

Consumers shopping for these Vinamilk products can use a mobile app to verify their provenance. Every carton of Organic Milk will have a unique QR code which can be scanned by consumers to see the details regarding the product. Users can view details such as where the milk came from, nutrition facts, information regarding ingredients, certifications, as well as events such as how much time the herd spent on the field or showering.

Product Management Technology is rapidly advancing. The platforms in the market today, like those developed by Sepio Solutions, can help brands to track and trace the product journey from farm to fork, better manage their inventory, improve supply chain performance as well as drive sales through personalized consumer engagement at the point of sale.

Although many companies have used the technology for a single use case, the potential of the technology is still untapped by the dairy industry, especially as an anti-counterfeiting solution. The scan data is an important source of data which gives company bits of additional information on how and where their product is being consumed. Product serialization used in track and trace systems can also be beneficial if used as an anti-counterfeit solution or infiltration alert to notify brands and safeguard them from such risks. This use case has been adopted by the pharmaceutical industry and has proven to work.

Brands should analyze how an integrated smart packaging solutions will benefit them and boost their revenue to keep up with industry and consumer needs and give them a market advantage.

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