The company said that by scanning the QR code on the outer packaging, consumers can access a new online platform ‘SnackingRight’ that provides information about the company’s global Snacking Made Right programmes, including its cocoa sourcing programme Cocoa Life, tips on mindful snacking and recycling information.
The QR code will be piloted as part of the company’s on-pack summer promotion with Merlin Entertainments across a range of Cadbury, Oreo and Barny products, with the Snacking Right platform continuing to include further brands, products and geographies in the future.
This pilot is a global first for Mondelēz and is being trialled in the UK as part of its ‘Pack Light and Right’ sustainability packaging strategy. The QR code approach leverages technology to provide consumers with important sustainability and wellbeing information without having to add multiple labels on pack physically.
The platform also features the Recycle Now locator from WRAP – to help consumers find out what packaging materials are collected and recycled at nearby locations. This feature aims to increase consumer knowledge and drive behaviour change so that more packaging can be taken to the sites that manage recycling, rather than finishing its life in the environment.
Helen Bird, Head of Business Collaboration, WRAP, said: “There is a thirst for knowledge by people to recycle packaging such as confectionary wrapping. Last month more than half a million people visited the Recycle Now website to find their nearest collection points for this type of plastic and we are pleased to be working with Mondelēz International to pilot QR codes which link to the Recycle Now website.We look forward to seeing the results of the trial.”
Mondelēz’s QR code pilot is the next step on the UK business’ journey towards creating a future where people and planet thrive, focused on using less energy, water and reducing waste, with ingredients consumers know and trust, the company said.
Sandra Toivo, Senior Brand Manager for Cadbury multipacks. said “We know living a more sustainable and healthier lifestyle is important to our consumers but sometimes they do not feel they have the right information about the products they choose to do so. Through the SnackingRight platform we are testing new digital solutions to meet this consumer need. I’m looking forward to seeing the results of the pilot and hope that by working with WRAP and their Recycle Now locator we engage more consumers in recycling initiatives now and help form habits for the future.”