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Transparency & the Smart Choice

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. SmartLabelTM  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. SmartLabelTM 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 SmartLabelTM to give consumers even more detailed information about their products. Some companies began to offer products using SmartLabelTM late in 2015, with nearly 30,000 products featuring SmartLabelTM expected on store shelves by the end of 2017.

To support this project, and the global roll-out of SmartLabelTM, our Board confirmed its commitment during a 2017 Board meeting.

GMA SmartLabel logo

SmartLabel One-Pager

Download project one-pager and learn more about how consumers can have easy and instantaneous access to detailed information about thousands of products.


Why It’s Important

SmartLabelTM is a win-win for both business and the consumer. 

Consumers want an increasing amount of information about food, beverage, household, pet care and personal care products, and SmartLabelTM makes it easier than ever for shoppers to find information about products they use and consume. There just isn’t enough room on packages to fit all that information. SmartLabelTM complements the way consumers shop today and enables them to get all the information they want to know about what they are purchasing – when they want to know it.

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 SmartLabelTM, 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.

SmartLabelTM 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 SmartLabelTM in the US, with a view to a broader global roll-out that was then confirmed in 2017.