Mondelēz International Launches One Of The First Sponsored SmartLabel Apps

Mondelez-SmartLabel-app

Mondelēz International has launched one of the first sponsored SmartLabel apps, making in-store, on-the-spot access to detailed product information for many of its U.S. snacking products possible from smartphones. More than 1,100 products across the U.S. snack product portfolio—biscuits, crackers, cookies, chocolate, gum and candy—now are searchable through the new “SmartLabel Sponsored by Mondelēz International” app as well as online at smartlabel.org.

The “SmartLabel Sponsored by Mondelēz International” app is part of the company’s ongoing commitment to the SmartLabel initiative with the Grocery Manufacturers Association (GMA). The app enables consumers to quickly scan a product’s QR code or UPC code and go directly to a database of product pages that contain detailed information—including ingredients, nutrition facts, allergens and more. The app is free and can be downloaded from the iOS and Android app stores.

“With SmartLabel, Mondelēz International is demonstrating our commitment to consumers’ focus on well-being,” said Naomi Rosenfeld, marketing director, well-being strategy, North America. “We moved quickly to bring our SmartLabel app to market to help empower consumers to make better, more informed choices. We’ve made great strides in product renovation and innovation, (offering) consumers better ingredients and more clarity about the foods they enjoy. SmartLabel gives us an opportunity to meet consumers’ desire for clear access to information about the products we sell.”

The company’s products across many of its U.S. snack brands feature SmartLabel—from Oreo and Chips Ahoy! cookies to Ritz and Triscuit crackers, belVita breakfast biscuits, Green & Black’s chocolate and Trident gum.

Mondelēz International was one of the first companies that signed on to the SmartLabel initiative following its launch in December 2015.

SmartLabel Mondelez infographic

About The Author

A former newspaper editor and publisher who has handled digital duties for The Shelby Report since 2011. She once enjoyed leisurely perusing the grocery store aisles but, since having a baby in 2016, is now an enthusiastic click-and-collect shopper.

3 Comments

  1. Mike Templeton

    It’s exciting to see more companies coming out to support this truly collaborative effort on behalf of consumers everywhere. I was leery when I first heard about the initiative’s start in 2015; getting all CPGs to agree on a platform such as this seemed like a big task. Now we’re seeing the hard work of the GMA and the FMI paying off.

    Related to this particular story, has it been made clear yet how the initiative primarily expects consumers to interact with this platform on mobile devices?

    In the App Store now there are two solutions listed: one sponsored by Unliver and another sponsored by Mondelez. Are they the same applications? Both are listed as being developed by Scanbuy and appear the same other than the sponsored language.

    I would hate for the rollout of this initiative to be hampered by an awkward approach to its mobile deployment. If every company launches a version of SmartLabel “sponsored by X,” it could lead to confusion amongst consumers and an ultimate slowdown in adoption.

    1. Kristen Cloud

      Hi again, Mike—We just received a response from the company to your questions…

      “SmartLabel™ information can be accessed in-store or at home via smartphones, tablets, desktop computers and mobile phones using any web browser search engine by scanning a SmartLabel QR code or UPC on packages, by visiting a participating company’s or brand’s website, or by using the SmartLabel Product Search on the smartlabel.org site. And now Mondelēz International is one of the first companies to launch a sponsored SmartLabel app that features products across its U.S. (portfolio).

      “We can only speak to our own app—the ‘SmartLabel sponsored by Mondelēz International’ app—but we designed it to be easy and intuitive, and we made it available on the two major platforms for U.S. mobile devices.”

      Thannks! —Kristen

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