SmartLabel™ Transparency Initiative

Making Transparency Actionable for Brands

Consumer demand for transparency has prompted the need for brands to create a standardized method for sharing product information in a convenient, easy-to-understand manner. The launch of the SmartLabel transparency initiative, led by the Grocery Manufacturers Association and Food Marketing Institute, meets this need, giving consumers easy, instant access to detailed product information.

Through online landing pages that are accessible by smartphones, tablets and desktops, consumers can find product information organized in a consistent manner, including: allergens, ingredient sourcing practices, third-party certifications, social compliance and sustainability programs, usage instructions, advisories and safe handling instructions, and company and brand information.

Going beyond the product label makes sharing additional product information with consumers more attainable and sustainable for brands and retailers. The result is more information, and consequently, more transparency. 

Learn More About Product Transparency

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Label Insight Applauds Unilever US Fragrance Transparency Initiative for Personal Care Brands

Nearly 4 in 10 consumers say they would switch to a new brand from a current preferred brand in favor of increased product transparency, and 73% of consumers would be willing to pay more for a...Read more

What Does it Take to Get Started with SmartLabel?

Many brands are currently deciding how to best approach upcoming changes to the Nutrition Facts Panel. But why update your packaging and product data for the new label and then go back and do it all...Read more

Food Dive: SmartLabel's Role in GMO Labeling Compliance and Industry Transparency

GMO labeling is officially mandatory, and QR codes could become the new standard on the grocery aisle. On Friday, the White House announced that President Obama had signed...Read more

How SmartLabel Gives Retailer Owned Brands Brands a Competitive Advantage

Owned brand. Store brand. Private label. Brand X. Generic products of questionable quality, no-frills packaging and basic typefaces, intended only for those on a strict budget. We were loyal to the...Read more