A new study funded by the Food Marketing Institute (FMI) and the Grocery Manufacturers Association (GMA) says that “more than 7 in 10 shoppers want to find out more about the grocery products they buy than they are currently able to get with traditional on-package labels … These shoppers want to go beyond the ingredients listed on the label to get information on what the ingredients do and why they are in the product.”

The survey results, the organizations say, support :”the importance of a new digital tool – known as SmartLabel – that enables consumers to get easy access to this extra, detailed information about the products they use and consume … SmartLabel gives consumers access to more product information than could ever fit on a traditional package label. Consumers can find out not only what ingredients are included in products, but also why those ingredients are in the product, what they do, and even where they come from. SmartLabel can include detailed descriptions on allergens, usage instructions, information about how the product was produced, how animals were treated during the development process, or the product’s environmental impact.”

The report says that “nearly 28,000 food, beverage, personal care, household and other products throughout food retail stores are now using SmartLabel.”

KC's View: Transparency wins … because transparency is consumer-centric. That’s been the gospel according to MNB for a long, long time.