The 'Digital Twin' - twice as nice!

What’s the issue?

The message is clear. Having inaccurate, out-of-date and incomplete product information especially in online marketplaces has become a real problem for both retailers and consumers. The impact is substantial because consumers make buying decisions based on the product information they read. Suppliers and retailers miss out on important sales and put their brand reputations at risk because of poor (or no) information.

The online ‘Digital Twin’ of a product is as important as the packaging is, in a physical retail store. New Zealand research has shown that up to 9% of online products had changes made to allergen declarations, and 18% had ingredient changes that meant that the ‘digital label’ did not match the product on the retail shelf. Even worse, far too many products have an online image that does not match what is on the shelf - and sometimes, no image at all.

Our On Pack data collection service captures all your label information including nutritional information, allergen warnings, ingredients, country of origin and marketing claims. Adding good product photography gives you a true ‘digital twin’ of your product.

European regulators have long been aware that consumers have been disappointed in their purchases and/or been at risk from allergens through inadequate online product information and have regulated accordingly. The EU 1169 regulation passed in 2011 and, effective from 2015, provided a framework for the assurance of high level consumer protection in relation to food information, including for online marketplaces. It lays down general principles governing consumers’ rights to information, with particular regard to food labelling, and applies to all operators throughout the supply chain.