Mums want to provide the best for their children and to do so, they always strive to make informed decisions. As outline by Food and Agricultural Organisation of the United Nations (UNFAO), consumers need access to timely, clear, reliable information to make food choices with rising complexity of food safety. Echoing UNFAO, a rising trend among mums to demand more transparency in food items to ensure quality and safety is evident in a recent survey conducted by independent market research company Nielsen[1].
Among the 1,000 mums interviewed in Hong Kong and mainland China, formula milk (80%) topped the list of baby-related products that they are most concerned about. Before the purchase, they spend an average of 3 hours conducting research on formula milk. Top 3 information that mums want to trace in detail include quality check during production (71%) and food source (63%), production environment (65%) and how the product is made (63%). Besides, mums want brands to be more transparent about their food source (97%) and production process (96%), enabling them to make better choices.
To empower consumers in making more informed decisions before purchasing formula milk, FRISO conducted a global launch of TrackEasy at The 27th International Baby / Children Products Expo in Hong Kong, after years of R&D. Arthur Law, Global Marketing Director of Specialised Nutrition of FrieslandCampina AMEA Private Limited, said “As one of the world’s largest diary cooperatives, FRISO fully understands the need for consumers to have transparency and assurance on food source quality and safety, especially in formula milk. By leveraging on FrieslandCampina’s 140-year Dutch dairy expertise and full chain control, FRISO TrackEasy is positioned as an industry-first smart packaging innovation that enables consumers to access and trace the full chain control by scanning a QR code specific to each batch of Frisomum, FRISO Gold and FRISO Prestige formula milk tin.”
Helena He, Managing Director of FrieslandCampina (Hong Kong) Limited, added “As one of the most important markets of FrieslandCampina, APAC region has contributed to around 32% of the total revenue worldwide. Despite the keen competition in infant formula milk industry, FRISO is well positioned as No. 1 in sales in Hong Kong and Macau region. The global launch of TrackEasy in Hong Kong sets new standard for product traceability in the industry. TrackEasy will not only help strengthen mums’ trust and enable them to feel more empowered, but also lead the trend of greater transparency in the formula milk industry.”
As a company with more than 140 years of Dutch dairy farming expertise, FrieslandCampina is committed to making sure that every stage of production of the dairy products, including FRISO’s formula milk, is well-managed from grass to glass. Now with TrackEasy, consumers will have the visibility to information around FRISO’s dairy farming, milk collection, production process, quality auditing, packaging, export, as well as rigorous checks done at every level of the tin’s journey, thus giving consumers a peace of mind.
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