SmartLabel Billed As Product-Info Solution For Inquisitive Shoppers

Firms including Procter & Gamble, Unilever and Colgate-Palmolive are among early adopters of the Grocery Manufacturers Association's SmartLabel platform, designed to provide shoppers with additional information on food and personal-care products, among others. The Environmental Working Group is critical of the program, largely due to its reliance on QR codes to route consumers to the SmartLabel site.

More than 30 major consumer-goods firms already have committed to using SmartLabel, a digital platform created by the Grocery Manufacturers Association to provide consumers with detailed product and brand information beyond what appears on labels.

Touted as a key component of GMA's Consumer Information Transparency Initiative announced in late 2014, SmartLabel and associated website smartlabel

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