Communicating through labels

New label-related technologies are reducing the errors that can be harmful to a brand or even present liability issues for a brand owner, while other technologies are improving the purchasing experience for consumers by giving them access to more information and helping them ‘connect’ with brands.

Long gone are the days when the label on a food or beverage just communicated the contents of the package and the name of the manufacturer. Now they are integral to both the processor’s relationship with the purchaser and with supply chain optimisation, product recall procedures and more. This means the importance of label accuracy is more significant than ever.

High-speed production lines hinder label accuracy

Very few food production lines in Australia are dedicated to a single product. Most manufacturers process a diverse range of products through each line, which exponentially increases the likelihood of labelling errors occurring. With hundreds of containers being processed every minute on high-speed production lines, an error used to result in considerable numbers of out-of-spec products which had to be either reworked or dumped.

But now, label inspection systems can be set up to ensure perfect product presentation and confirm label ID every time. These systems can automatically inspect labels on all packaging to detect and automatically reject packages and containers with label issues.

Labels must be inspected for many things:

• Does the label match the product?
• Misalignment
• Legibility
• Correct use-by/best-before date
• Correct lot number
• Correct batch number
• Does every product have a label?
• Is the barcode correct?
• If product has more than one label, has the correct pairing been selected?
• Is the overlap alignment correct for wrap-around labels?
• Is the label correctly positioned on the product?
• Is the label damaged, dog-eared, etc?
• Is the product double-labelled?
• 2D data matrix code verification
• Barcode verification

Manufacturers can minimise the risks of mislabelling by fully automating the label inspection process. Using new vision inspection systems, manufacturers can ensure that every label on every pack is verified. No more checking some samples and hoping they were representative of the whole batch!

In-machine label inspection systems can be interfaced to labelling control systems using discrete I/O, fieldbus or TCP/IP protocols, and the line PLC or plant SCADA systems may be configured to write the appropriate information to the vision system during set-up.

The label inspection systems can be installed alongside metal detectors, X-ray inspection systems and check-weighing systems, solving multiple quality assurance systems simultaneously.

Supply chain integration

The information and barcodes printed on the labels, along with other new technologies such as eMessaging, RFID and data synchronisation, can drive efficiency in the food industry supply chain. A recent joint industry/academia research study, by the Department of Management and Marketing in the Faculty of Business and Economics at the University of Melbourne and GS1 Australia, aimed to gain a deeper understanding of the issues that affect the adoption and use of supply chain technology standards in Australia.

Key findings of the research clearly show the adoption of a number of GS1 standards-based technologies can lead to more integrated and efficient supply chains. Peter Chambers, GS1 Australia’s General Manager, Operational Initiatives, said, “Technologies such as barcodes, eMessaging, radio frequency identification (RFID) and data synchronisation can significantly improve transactions between supply chain industry partners.”

The study also revealed that reduced transport costs and greater efficiencies are benefits Australian businesses can realise with the successful implementation of standards using open communication channels, collaboration and focus on innovation and data quality.

Manufacturers can potentially track each pack through the supply chain using these latest communication technologies. This type of advanced data collection simultaneously enhances traceability and allows manufacturers to prove ‘due diligence’.

Moving beyond product identification

GS1 DataBar

Currently, barcodes can only identify a product using a globally unique number known as the Global Trade Item Number (GTIN). But increasingly, retailers and manufacturers want to know more. They want to know expiry dates, weights, batch numbers, serial numbers, ingredient information... and now they can.

The GS1 DataBar enables expanded barcode implementation by meeting the objective of identifying small items and carrying more information than the standards and technology of current EAN/UPC barcodes. It encodes brand identification and dynamic data so that consumer and food safety programs can be instituted at the point-of-sale (POS). Additional benefits from implementing GS1 DataBar include: automatic markdowns at POS; expiration date management; improved product replenishment; traceability to the POS; and category management.

There are currently seven different DataBar variations, four of which have been approved for use at POS:

• GS1 DataBar Omnidirectional
• GS1 DataBar Stacked Omnidirectional
• GS1 DataBar Expanded
• GS1 DataBar Expanded Stacked

The two Omnidirectional versions can be smaller than the existing EAN/UPC barcodes and so can be used on the small products that are currently difficult to barcode. This makes it easier for retailers as more and more products can be quickly and accurately scanned.

The expanded versions allow users to encode additional information, such as expiry dates, weights, batch numbers, serial numbers and more. Retailers and manufacturers will be able to use such additional information to meet future customer demands and regulatory requirements.

Retailers will be able to capture dynamic data at the POS. Information such as product recall notifications can be instantly communicated at the POS, enhancing consumer safety and minimising retailer liability. Automatic markdown and expiration date management will also be possible at the POS using DataBar.

DataBar will take product traceability to a new level, as the identity of purchasers will be possible if they use loyalty cards when they make the purchase. 

QR codes

QR (Quick Response) codes are essentially ‘print-based hypertext links’ and are equivalent to mobile phone-readable barcodes.

The matrix barcodes are optically machine-readable labels that give consumers much more information about the item and company. Their fast readability and greater storage capacity compared to standard UPC barcodes has made them popular outside their original automotive industry application.

Applications include product tracking, item identification, time tracking, document management, general marketing and much more.

Originally designed for industrial uses, QR codes have become common in consumer advertising. Typically, a smartphone is used as a QR-code scanner, displaying the code and converting it to some useful form (such as a standard URL for a website, thereby obviating the need for a user to type it manually into a web browser).

Although initially used to track parts in vehicle manufacturing, QR codes are now used over a much wider range of applications, including: commercial tracking; entertainment and transport ticketing; and product/loyalty marketing. The most common reasons for consumers clicking on QR codes are to get a coupon or discount deal, find out more detailed product information or to enter a competition.

The QR code system is patented by its inventor, Denso Wave, but the company has declared that it would not exercise its patent rights. This means that the QR Code can be used at no cost.