Dedicated to helping improve data accuracy, this project focuses on providing consumers with easy access to trustworthy information on the products they buy and use.
It is an innovative transparency initiative that provides consumers with detailed information about the food, beverage, personal care, household and pet care products they use and consume. SmartLabel(TM)
leverages digital technology and smart devices to bring consumers information about hundreds of product attributes that go well beyond the label. Consumers will have easy and instantaneous access to detailed information about thousands of products. SmartLabel(TM)
was initially created by the Grocery Manufacturers Association (GMA)
, its member companies and retailers.
As of December 1, 2015, more than 30 iconic US food, beverage and consumer products companies were committed to utilising SmartLabel(TM) to give consumers even more detailed information about their products. Some companies began to offer products using SmartLabel(TM) late in 2015, with nearly 30,000 products featuring SmartLabel(TM) expected on store shelves by the end of 2017.
Why It's Important
SmartLabel(TM) is a win-win for both business and the consumer.
Today’s consumer is hungrier than ever for information. They are more concerned with the environmental and social impacts of the products they buy and use, as well as the nutritional and health impacts. Those consumer goods companies who do not fulfil this need could experience increased reputational risks and dwindling consumer trust.
Thanks to SmartLabel(TM), brand owners (manufacturers and private-label brands) can now nurture greater consumer trust through increased transparency and greater reliability. It gives consumers easy access to product ingredients, nutritional and health information, and social and environmental data directly related to the products they are using or buying.
SmartLabel(TM) also helps retailers, e-commerce sites and third-party data aggregators to eliminate unnecessary duplication of data management processes, while helping to ensure a more seamless, accurate information flow with brand owners.
It's for these reasons that, in December 2015, the CGF Board
agreed to support the piloting of SmartLabel(TM)
in the US, with a view to a broader global roll-out in due course.