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Doug BakerVice President Industry Relations
Food Marketing Institute
Jim FlannerySmartLabel Project Lead
Food & Consumer Products of Canada
Elizabeth StrydomVice President Product Development,
Regulatory Affairs and Innovation
Albertson’s Companies
What we will cover…◌ Background and Context
◌ SmartLabel® in the US
◌ SmartLabel® in Canada
◌ Value for the Retailer Community◌ Building Private Brands trust via Transparency
◌ US Retailer Best Practices
◌ The Albertson’s SmartLabel Journey◌ Transparency strategy to SmartLabel® execution
5
CONSUMERINFORMATIONTRANSPARENCYINITIATIVE
TIME
Th
irst
fo
r K
no
wle
dge
Trigger
“If I can’t find an answer, I think ..’what are they
hiding’?”
“If I can find an answer, even one I don’t like, I’m OK”
Trust builds with Transparency
What is SmartLabel®?Modern-day capability created by manufacturers
and retailers to meet consumer needs.
• Easy access to More Informationthan could ever Fit on a Label
• Thousands of products
SmartLabel® - Our Promise
➢ US Federal Bioengineered Food Disclosure Regulation
➢ California and New York Household Cleaning Product Ingredient
Disclosure Regulations
➢Health Canada: Drug Facts Tables & Phase-II Food Labeling
Modernization
Policy Makers are Engaging
Demonstrating Industry Commitment to Transparency
• Consumer testing delivers strong (75%) likely to use
• And an 18 pointimprovement in Favorability of CPG Industry
Tell Your Story
SmartLabel® enables you to…
• Speak to your engaged consumer
• With your Data
• On your Website
Extends Beyond A Product LabelHUNDREDS OF ATTRIBUTES:
NUTRITIONAL INFORMATION
INGREDIENTS
ALLERGENS
THIRD-PARTY CERTIFICATIONS
USAGE INSTRUCTIONS
SOCIAL COMPLIANCE PROGRAMS
SAFE HANDLING INSTRUCTIONS
HOW THE PRODUCT IS PRODUCED
HOW ANIMALS ARE TREATED
HOW FISH WAS CAUGHT
• About 100 REQUIRED Attributes
– If required by law, it is required
– Must mirror the label
• About 350 VOLUNTARY Attributes
– Must use GS1 Global Data Dictionary Standards
• SmartLabel® Landing Pages are Label
Equivalent
– Governmental misbranding authority apply to all
information contained on the SmartLabel®
Landing Pages.
Attribute Categorization
Consistent Look And Feel
• All SmartLabel® information is organized in a consumer-tested consistent fashion
• Consumers will quickly learn how to find the information they are seeking
Many Ways to Get Information
1-800 PHONE NUMBERSMARTLABEL® AND OTHER
CERTIFIED APPS
QR CODEWEBSITESEARCH
MOST CUSTOMER SERVICE
DESKS
Let’s look at what the consumers see
www.smartlabelcanada.org
Demos
SmartLabel® resonates with the consumer
Insert Focus Group Video
SmartLabel® US By the Numbers-Implementation (LATEST)
25184637
6716
14323
20367
24483
29349
33606
38772
5435556002
0
10000
20000
30000
40000
50000
60000
OND'16 JFM'17 AMJ '17 JAS'17 OND'17 JFM'18 AMJ'18 JAS'18 OND'18 JFM'19 Apr '19
892Brands
54 Companies
Participating
56,002 Items
54 Companies
SmartLabel®By the Numbers
892 Brands 56,002 Products
As of May 9th
ACME FRESH MARKET STORES (42)
Ahold Delhaize USA (8,748)
Albertsons (6,144)
Alexia Foods (19)
B&G Foods, Inc. (9)
Barilla (4)
BIG Y FOODS, INC (932)
Bimbo Bakeries USA, Inc. (1,767)
Blue Diamond Growers (130)
Bumble Bee Seafoods (247)
Campbell Soup Company (3)
Cargill, Incorporated (28)
The Clorox Company (382)
The Coca-Cola Company (2,281)
Colgate-Palmolive (306)
CONAGRA Brands (2,382)
DOLE PACKAGED FOODS, LLC (162)
Flowers Foods (45)
Food for Life (51)
General Mills (300)
Goetze's Candy Co., Inc. (21)
The Hershey Company (1,955)
Hidden Valley Ranch (42)
Hormel Foods (285)
Hy-Vee Inc (2,150)
The J.M. Smucker Company (809)
Kellogg (1,011)
King's Hawaiian Bakery West (20)
Kozy Shack (20)
The Kraft Heinz Company (2,785)
Land O'Lakes (88)
Lloyd’s Barbeque Company (11)
McCormick (300)
MegaMex Foods (113)
Mondelez (1,155)
Naked Bacon (4)
Nestle (1,183)
Nestle Purina (80)
Okanagan Specialty Fruits (7)
P&G (4,819)
PASCHA Chocolate (10)
PepsiCo, Inc. (3,086)
Pharmavite (338)
Reily Foods Company (100) Rich
Products Corporation (37)
S.C. Johnson & Son (188)
SHURFINE HOLDINGS (1,116)
TOPCO ASSOCIATES LLC (5,416)
Tops Markets LLC (364)
Tyson Foods, Inc. (427)
Unilever (2,359)
Upfield (62)
Wakefern Food Corp. (720)
Weis Markets, Inc. (939)
54 Companies
SmartLabel®By the Numbers
892 Brands 56,002 Products
As of May 9th
ACME FRESH MARKET STORES (42)
Ahold Delhaize USA (8,748)
Albertsons (6,144)
Alexia Foods (19)
B&G Foods, Inc. (9)
Barilla (4)
BIG Y FOODS, INC (932)
Bimbo Bakeries USA, Inc. (1,767)
Blue Diamond Growers (130)
Bumble Bee Seafoods (247)
Campbell Soup Company (3)
Cargill, Incorporated (28)
The Clorox Company (382)
The Coca-Cola Company (2,281)
Colgate-Palmolive (306)
CONAGRA Brands (2,382)
DOLE PACKAGED FOODS, LLC (162)
Flowers Foods (45)
Food for Life (51)
General Mills (300)
Goetze's Candy Co., Inc. (21)
The Hershey Company (1,955)
Hidden Valley Ranch (42)
Hormel Foods (285)
Hy-Vee Inc (2,150)
The J.M. Smucker Company (809)
Kellogg (1,011)
King's Hawaiian Bakery West (20)
Kozy Shack (20)
The Kraft Heinz Company (2,785)
Land O'Lakes (88)
Lloyd’s Barbeque Company (11)
McCormick (300)
MegaMex Foods (113)
Mondelez (1,155)
Naked Bacon (4)
Nestle (1,183)
Nestle Purina (80)
Okanagan Specialty Fruits (7)
P&G (4,819)
PASCHA Chocolate (10)
PepsiCo, Inc. (3,086)
Pharmavite (338)
Reily Foods Company (100) Rich
Products Corporation (37)
S.C. Johnson & Son (188)
SHURFINE HOLDINGS (1,116)
TOPCO ASSOCIATES LLC (5,416)
Tops Markets LLC (364)
Tyson Foods, Inc. (427)
Unilever (2,359)
Upfield (62)
Wakefern Food Corp. (720)
Weis Markets, Inc. (939)
SmartLabel® US Forecast
6716
20184
30470
40000
65000
77000
85000
93000
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Jun. 2017 Dec. 2017 Jun. 2018 Dec. 2018 Jun. 2019 Dec. 2019 Jun. 2020 Dec. 2020
40,000 (Dec ‘18)
65,000 (Jun ’19)
77,000 (Dec’19)
20,000 (Dec ‘17)
30,000 (Jun‘18)
93,000 (Dec’20)
SMARTLABEL™ Canada
SmartLabel™ Canada By the NumbersImplementation (Latest)
61 78
12171323
19772077
0
500
1000
1500
2000
2500
JFM'18 AMJ'18 JAS'18 OND'18 JFM Apr '19
45Brands
8 Companies
Participating
2,077 Items
Clover Leaf
Colgate
Clorox
Kellogg
KraftHeinz
L'Oréal
Morningside Farms
P&G
Consumers are Engaging
• 1.5 Million visitors to the Brand Landing Pages
• 12% Repeat visitors
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Jan
'17
Feb
Mar
ch
Ap
r
May Jun
Jul
Au
g
Sep
Oct
No
v
Dec
Jan
'18
Feb
Mar
ch
Ap
r
May Jun
Jul
Au
gust
Sep
tem
ber
Oct
ob
er
No
vem
ber
Dec
em
ber
Jan
'19
Feb
.
SmartLabel(R) app Downloads
Mo. Downloads Cum Downloads
Cumulative Downloads since Jan. 2017: 60,761
28
SmartLabel Results Q4 2018 • Avg. 40 secs on site• Avg. 1.25
pages/visit
99% Mobile
Areas of Primary Interest
2,357 Daily Sessions
Top 4 most scanned SKU’s
Consumers are Engaging
Implementation Learning and Best Practices
Implementation Best PracticesCapture, Build and Maintain
1. Start with 1 -2 brands that will disproportionately benefit from transparency
2. Start with the voluntary attributes that are uniquely important to that brand’s consumer
3. Build out those 1-2 brands: about 6 months
4. Expand rapidly across the portfolio
CHOICESBack-end management, Best Practices and Practitioners
Explore & Test options to
• Build your own
– About 1/3 of live items.
– Plug & Play tool available
• Outsource (Examples)
- Scanbuy - Qliktag
- Mindtree - Syndigo
- Label Insight - Maestro
April / May
SmartLabel® Service
Provider Webex Series
• Hear directly from
vendors about their
capabilities to help you
implement
• Proven providers
Implementation Best Practices: Off-pack
1. Start by building out the SmartLabel® Landing Page template
on your website
– Today, the primary access is via brand and retailer websites
Implementation Best Practices
1. Start by building out the SmartLabel® Landing Page
template on your website
– Today, the primary access is via brand and retailer websites
2. Step 2 is a choice about on-pack messaging
Elizabeth Strydom: Albertsons
The Albertson’s Company NATIONAL FOOTPRINT AND STRONG LOCAL MARKET SHARE
~2,300Stores
20 Banners
~1,750 Pharmacies
~1,300 Branded
Coffee shops
~34M Customers Per Week
~270K Talented
Employees
~61B Sales
~2.7BAdj. EBITDA
The Albertson’s Company
SUPPORTED BY A COMPLETE TOOLSET OF BACKEND CAPABILITIES
Omnichannel Capability
National Distribution & Manufacturing
Network
$12B Own Brands Portfolio
Loyalty & Rewards Programs
◼ 23 distribution centers
◼ 20 food and beverage plants
The Albertson’s SmartLabel® Journey
◌Regulations Happened
◌A Team was formed
◌Commitment Came
◌We’re on our way
“The journey of a thousand miles begins with one step.” Lao Tzu
The Albertson’s SmartLabel® Journey
◌Implementation
◌Results
◌Challenges
Journey is defined as a long and often difficult process of change and
development; traveling from one place to another
The Albertson’s SmartLabel® JourneyImplementation
STEP 1 STEP 2
Brand uploads package flats
Label Insight extracts & analyzes
information on package flats
Brand verifies digitized data
Brand verifies data & approves before launching SmartLabel®
pages
SmartLabel® pages live
BASICS OF PHASED APPROACH:● All on-package data extracted from label images and verified. Off-package / voluntary data added after foundational pages are live.● Pages in market faster, phased approach allows for less resources upfront, further enrichment at flexible pace.
Future PhasesBrand adds voluntary off-
package data
STEP 3
Brand submits page count to
SmartLabel® Office
◌ Metrics
Q4’17 Q4’18
◌ Visits 526 25 000
◌ Page views 2500 50 000
◌ New users n/a 21 000
◌ via QR Code 471 28 000
The Albertson’s SmartLabel® Results*
◌ 10 500 QR Codes issued
◌ 6 500 published SmartLabel® pages
◌ Representing
Our 10 Brands
*As of April 2019
The Albertson’s SmartLabel® Journey
◌ Changing priorities
◌ Ongoing commitment
◌ Understanding the optimization
◌ Different Platforms same outcome
◌ 3rd Party Dependencies
Challenges
The Albertson’s SmartLabel® Journey
◌ Parsed Ingredient Lists
◌ Ingredient Definitions
◌ Claims, Certifications & Disclosures
◌ Off pack Regulation Updates & Attributers
“The end of a journey means the start of another.” AnonymousDIGITAL DEFAULT
80%Ability To Get
Detailed Product
Information On A
Smartphone
◌ Brand.com Integration
◌ Digital Label for Story
Telling
◌ Company Info
◌ Brand Info
◌ Marketing Vehicles
◌ Sustainability
◌ Integration
Source: The Transparency Imperative, FMI with Label Insight, 2018
The Albertson’s SmartLabel® Journey
“The only impossible journey is the one
you never begin.”
Tony Robbins
Program and Associated Costs
• Minimal SmartLabel® Canada Trademark Fee
– $8.00 per item per year for Retailers & FCPC members, $20.00
for non-members
• E.g. if your portfolio is 1200 items, annual Trademark Fee is $9,600 CDN
• That’s it! from a program standpoint
The Trademark fee fuels the Consumer Awareness
campaign and SmartLabel® Administrative office
• The system you need to capture, store and maintain
the data to the template on your website
Resources and Help…..
◌SmartLabel® Canada SharePoint Site
◌One stop shop for all SmartLabel information
◌Jim Flannery [email protected]
◌Aretta Hines [email protected] for access information
Thank You! Questions?
