"Our customers buy our products because of what we stand for, both in terms of what our products are about and their flavor profiles," said John Kreilich, president and founder of Naked Bacon. "Consumers appreciate that our bacon is made in small batches with all-natural ingredients. Providing complete transparency to current and potential consumers through the SmartLabel initiative will distinguish us from competitors by offering consumers a look into our products beyond the physical package label in a quick and easy to use digital format."
Label Insight’s SmartLabel, developed by the Trading Partner Alliance, helps customers extend their knowledge of the food they consume beyond the physical label by digitally housing extended nutritional information, ingredients, allergens, third-party certifications and more. Products from participating companies have their own landing pages that are organized in a consistent format across the board.
"SmartLabel allows us to provide customers with extended product information such as where ingredients are sourced, how the manufacturing process works, and what certifications the company and our products have earned," said Kreilich.
Each company participating in SmartLabel is responsible for its own product information. All information has the same accuracy requirements as if it were printed on a package or label, and is subject to oversight by numerous federal agencies with labeling authority, marketing and advertising of food and other consumer products, including FDA, USDA and FTC.
Campbell Soup, Food for Life, General Mills, Hershey and Unilever are also currently participating with SmartLabel.