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Formula launches with traceable tins for Australian and Asian markets

A baby formula brand has been launched with a QR code on its base to verify its Australian made status.
Called Nutrico Optimum, the formula is produced from milk farmed in the western district of Victoria through its production partner Camperdown Dairy International (CDI).

CDI owns its own dairy farms, processing plants and packaging facilities and is currently investing $250 million in new facilities and farm purchases in and around Camperdown.

The tin also includes a scoop which is tucked neatly inside the lid to help prevent contamination from unwashed hands.

MD Craig Ford decided to develop the range when he and partner Maia Dodds couldn’t find a branded formula for their daughter Camila that was free from sweeteners such as maltodextrin, sucrose and corn syrup, and made ethically with 100 per cent Australian dairy milk.

Ford told Food & Drink Business the QR code technology was developed by a New Zealand company called Trust Codes.

“No one else that we know of is doing this in Australia, despite the demand, particularly from Chinese consumers, for traceability, accreditation and certification from food safety authorities,” he said.

“The QR code provides evidence of this when customers swipe it with their smartphones.

“Before purchasing the product they can find out the batch number, manufacturing date, and double check it was made in Australia.”

Ford said counterfeiting products was a big problem in China, so it was important to increase the confidence of these consumers.

Every time the tin is scanned, Trust Codes receives data on the purchase which can be helpful for marketing and product development.

Ford said it includes essential nutrients in each of its three stages including the prebiotics FOS and GOS, DHA (Omega 3), Taurine, Choline, Beta-Carotene and L-Carnitine.

The Stage 1, 2 and 3 formula will be distributed in Australia by Grocery Industries Australia, starting this month, and will also be available to key Asian markets.

http://www.foodanddrinkbusiness.com.au/news/formula-launches-with-traceable-tins-for-australian-and-asian-markets