July 30, 2024 Industry news
Tesco and Highland Spring are trialling new technology in the fight to reduce single-use plastic.
The drinks brand has signed up with GS1 UK partners Polytag to use the tech company’s GS1 approved QR codes on its new range of flavoured drinks to enable direct-to-consumer marketing and access live data to trace packaging at barcode-level through the supply chain.
Polytag are a team of committed recycling tech pioneers who work with FMCG brands, retailers, printing solution providers and regional recycling centres to provide ‘full circle’ visibility of packaging as it travels through the supply chain.
Their collaboration with Highland Spring follows a strong of other successful partnerships with M&S, Aldi and Ocado Retail, which have also seen GS1 powered QR codes transform the way brands track their products, communicate recycling information and shape consumer behaviours.
Polytag’s QR codes are now featured on the Scottish water supplier’s brand-new range of flavoured drinks, available exclusively in Tesco stores.
These next-generation QR codes provide consumers with access to Global Trade Item Number (GTIN) level landing page content, enabling the brand to effectively communicate key messaging to consumers, directly from the product label.
This GS1 Approved technology allows brands to inform consumers of key strategic initiatives and offer tailored incentives or reward programmes. With one quick smartphone scan, the QR codes take consumers to fully customisable, branded landing pages where Highland Spring can share in-depth company and product information.
It will also provide Highland Spring with access to valuable live data on how consumers are interacting with these pages, as well as where, when and how empty bottles are disposed of for recycling. The technology is now being lined up to use for tailored incentives or reward programmes. Its introduction comes after Tesco announced last month it was to trial GS1 on-pack QR codes that can be scanned at point of sale, in what is being billed as a “second barcode revolution”. “Simple and fast marketing is vital in today’s world – brands need quick-fire ways to promote core messaging to the ever-busy consumer in a way that is easy to implement,” said Polytag CEO Alice Rackley.
Alice Rackley, CEO, Polytag
“This is where QR codes, a highly effective, great-value marketing channel that can be achieved for very low cost, not just allows brands to talk directly to consumers and boosts engagement but makes the packaging itself a value driver."
She added: “This past year has been marked by the addition of brilliant FMCG brands and nationwide retailers, and welcoming Highland Spring on board is another significant milestone for us.
"Our QR codes continue to offer unmatched benefits for the entire supply chain, and we look forward to seeing how our clients continue to utilise them to drive consumer interaction and future-proof packaging."
GS1 UK CEO Anne Godfrey added: “The rising environmental impact of single-use packaging is a serious concern and innovative solutions such as this are a much-needed step forward in combating this complex problem.
“By tapping into the growing demand for detailed product information, QR codes can have a significant impact on consumer behaviours while simultaneously capturing a wealth of valuable data and insights that can be used to improve business operations and reduce environmental impact."
Anne Godfrey, CEO, GS1 UK
“This has the potential to transform how we recycle and manage our supply chains in a way that protects the interests of industry, meets the needs of consumers and helps deliver the lasting change required to protect our planet for future generations.”
Highland Spring's new flavoured water lines featuring Polytag’s technology are available now in Tesco stores and online.
The range offers three flavours: strawberry, apple & blackcurrant and lemon & lime.
