Coca-Cola isn’t just giving people more beverages in more categories to choose from these days. The company also is leading the way in making product information more accessible in more places. From ingredients to Genetically Modified Organisms (GMOs) to sugar and calorie content, people can learn more about their favourite drinks than ever before.
At the heart of Coke’s commitment to product transparency is its continued expansion of SmartLabel, which provides Americans with a wealth of nutritional information simply by scanning a QR code on the package of their favourite Coke beverages. The company first introduced SmartLabel on its packaging in 2016 and is on track to have a QR code on all of its more than 2,000 products in the U.S. well in advance of a 2020 regulatory deadline.
Making SmartLabel technology available on so many products gives people access to much more information than they can find on the Nutritional Facts Panel printed on cans, bottles or multi-packs.
Positive Consumer Response
Coca-Cola’s SmartLabel pages are now averaging up to 1,500 visits per day. That’s more than double the traffic from 2016. And, as more brands and packaging formats are equipped with QR codes, these numbers are expected to continue to rise.
In today’s fast-moving, hyper-connected world, Coca-Cola knows that people are increasingly looking for information on the go. In fact, 99% of Coke’s SmartLabel traffic coming from mobile, so the company is taking steps to make product information easily accessible on these devices.
“It’s not by chance that we are leading the way when it comes to SmartLabel. We are ahead of the game because we believe that being as transparent as possible with our consumers is the right thing to do,” said Tim Goudie, director of social commitment, Coca-Cola North America, “By placing QR codes conveniently on our packaging, we are giving people the information they need to make informed choices”
Coca-Cola is making greater strides to provide transparent nutrition information to consumers. The company has advocated for more transparency in labelling by petitioning the Food and Drug Administration (FDA) to implement the new Nutrition Facts Panel (NFP) by 2020. More recently, the company submitted comments to the U.S. Department of Agriculture (USDA) to voice support for the nationally standardized bioengineering (BE) ingredients labelling law.
Coca-Cola also is ensuring consumers find the right product information through online search platforms. The robust, user-friendly Coca-ColaProduct Facts website includes detailed ingredient information about Coke’s full portfolio, as well as clear, detailed answers to commonly asked questions about sugar, calories, caffeine, sweeteners and many other hot topics.
The bottom of each product page on Coca-Cola Product Facts includes a link to that drink’s SmartLabel page, and the company is leveraging Coca-Cola Journey to promote SmartLabel and is consistently refreshing its content with the most up-to-date product news and information.
“Our efforts to implement SmartLabel and provide clearer, more accessible product information are just a few examples of Coca-Cola’s broad commitment to transparency. It is part of the character of our company to provide consumers with clear and easily accessible information so that they can make informed beverage choices that meet their needs,” said Goudie.