Evrythng integrates platform for SmartLabel initiative

Evrythng said supporting the SmartLabel transparency initiative enables consumer goods companies to easily participate in the program, as well as to rapidly web-enable their products at scale and implement new digital applications across the product lifecycle.

SmartLabel allows consumers to access detailed product information about more than 9,000 food, beverage, household, pet care and personal care products by scanning a QR code on the product’s packaging or by doing a web search. Evrythng’s platform now allows consumer goods companies to connect the on-pack triggers to Active Digital Identities in the cloud to deliver product information via the SmartLabel program, while also capturing real-time data and driving digital product lifecycle management capabilities.

‘Consumers want more and more detailed information about the products that they consume or use, and a growing number of companies and brands are using the SmartLabel digital transparency platform to give consumers access to more information than could ever fit on a package label,’ said Jim Flannery, senior executive vice president at the Grocery Manufacturers Association, which has created SmartLabel in partnership with the Food Marketing Institute.

Niall Murphy, co-founder and CEO of Evrythng, added: ‘Not only are we helping food and beverage brands participate in this incredibly important industry-leading transparency initiative, but we’re also allowing these companies to maximize the on-pack real estate of SmartLabel triggers to create even more consumer and business value.

‘This is yet another way we’re providing consumer goods brands with a shortcut to turn their physical products into smart, digital assets – a critical element of their overall digital transformation strategies.’

Evrythng’s enhancement of the SmartLabel initiative is the latest in a series of steps taken by the company to enable the digitization of physical products on a large scale. Earlier this year, Evrythng announced the integration of its Active Digital Identities with GS1 Standards, allowing brands to use the billions of existing GS1 identifiers deployed on consumer goods to web-enable their products. Further, through partnerships with global packaging companies – including Avery Dennison RBIS in the apparel and footwear industry, and Crown and WestRock among others – Evrythng is able to adhere digital identities to physical products as they’re manufactured. With more than 450 brands already on board, the SmartLabel initiative enables consumers to scan a QR code on the packaging of products from participating brands or to do a web search to discover information about ingredients and other product attributes.