Going beyond the label with Maggi

Country: India

Impact Area

  • Nutrition
  • Water
  • Rural Development
  • Environmental sustainability
  • Compliance
  • Community engagement
  • Gender balance & diversity
Aug 13, 2015, updated August 2015

Going beyond the label with Maggi
BEYOND THE LABEL:Providing product information and nutrition advice on pack for consumers.

Consumers are increasingly using mobile devices to research products, make purchasing decisions and share their views on third-party sites or through apps.

To meet this demand, we are expanding the use of the Nestlé Nutritional Compass to include a QR (Quick Response) code to give consumers a gateway to useful, fact-based information. By scanning the QR code on certain Nutritional Compasses, consumers can go ‘Beyond the Label’ to access information on the nutritional, environmental and societal aspects of the product.

Programme description

Media reports last year forecasted that phone users in India and China would purchase more than 500 million smartphones in 2014. India alone was predicted to be the second-largest country for smartphones worldwide. We want to make nutritional information more accessible for our consumers, and our Maggi brand is using smartphone QR codes to deliver it.

Maggi Soups in India has started launching mobile sites containing value-added information about the nutrition, environmental and societal contributions of the brand. By scanning on-pack QR codes with a smartphone, consumers can access useful nutrition information and tips on portion guidance and vegetable consumption.  The site features a ‘daily meal clock’ to support consumers’ healthy eating habits by portioning out daily meals to balance out food intake over the day.

Value to Society

We aim to help consumers improve their understanding of appropriate eating habits, with clear information about ingredients and portion size on our products.  We also want to pass along information about the environmental and societal contributions of the brands they love.

Value to Nestlé

Nestlé is committed to helping our consumers reach and maintain optimal nutrition and health throughout their lives as we believe that over the long term, healthy populations, healthy economies and healthy business performance are mutually reinforcing.

Next Steps

With product information now being provided via more than 2000 product websites covering a total of 56 brands in 46 countries, we will keep expanding our coverage, making information more accessible by providing further product information and nutrition advice on pack, via Quick Response (QR) codes for smartphones.