Strengthen Brand Loyalty - by Digitizing Consumer Engagement - Laetus GmbH
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Strengthen Brand Loyalty by Digitizing Consumer Engagement
TABLE OF CONTENTS Chapter 1: Introduction to Infant Formula Market....................................................................... 3 Chapter 2: Challenges and Opportunities.................................................................................... 7 Chapter 3: Consumer Engagement, the 4E Model......................................................................... 10 Chapter 4: Digitize Consumer Engagement................................................................................. 16 Chapter 5: Full Quality Inspection and Serialization with Laetus.................................................... 19 References:........................................................................................................................... 21
CHAPTER 1:
INTRODUCTION TO INFANT
FORMULA MARKET
Chapter 1: Introduction to Infant Formula Market Apart from population growth, many other societal shifts support the growth of the infant formula market. Traditionally, children were fed with home-made food in the majority of developing and underdeveloped countries. Since the globalization and the emerging market evolutions, there has been a population movement from rural to urban areas. The change in lifestyle increased the demand of manufactured infant food products. Moreover, due to the increasing number of working women and dual-career households, parents are open and willing to convert to more convenient practices of feeding their infants with milk formula - across continents and different cultures. 4 | Strengthen Brand Loyalty by Digitizing Consumer Engagement
Chapter 1: Introduction to Infant Formula Market
The rise of urbanization has paired with income
growth, household spending correlates with both urban
population and income increase. Parents are more aware
of adequate nutrition, through clinics, communities
and social media. The increase of health concerns led
to the development of organic infant formula products.
Companies adapted their strategy to penetrate the
market by having a range of product offerings, from
standard infant formula to high-end organic products,
which contribute to higher pricing and higher returns
for manufacturers.
Over the past 5 years, the significant growth of the
infant formula market was primarily been driven by
new product innovations for mid-level and high-level
product categories. Organic, probiotic, and goat milk
are the most popular innovations among baby milk
powder brands. Regarding the consumer behavior of
adopting new technologies and products, Asia-Pacific is
leading the market, as can be seen from the frequency
of new product launches, followed by the European
region. According to Allied Market Research, the sales
of infant formula products is largely concentrated in
APAC, occupying more than half of the overall world
market share5.
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 5
Chapter 1: Introduction to Infant Formula Market
The global market for infant formula is growing, yet the competition in this industry
is severe. There are more than 10 global players in the industry.
To boost market penetration, leading global
companies attach importance to the merger,
acquisition, expansion and partnership with local
producers, along with new product introduction to
enter new territory. This competitive characteristic
increases the market dynamic, incentivizing
companies to continuously develop and adapt
infant formula products and services that are in
line with their consumers’ requirements.
6 | Strengthen Brand Loyalty by Digitizing Consumer Engagement
CHAPTER 2: CHALLENGES AND OPPORTUNITIES
Chapter 2: Challenges and Opportunities
Fake products and diversions always exist
After the scandal of adding melamine - a raw
material for the production of glues and adhesives
– to the infant formula ingredients in 2008,
Chinese consumers lost trust in domestic brands
and instantly switched to pursue foreign brands.
This dramatic demand shift and panic buying
resulted in supply bottlenecks. Consequently,
fake products and diversion occurred in the
Chinese market.
According to China Daily, Shanghai authorities Recalls due to quality problems can be
arrested nine people involved in producing and harmful for your brand’s image
selling fake infant formula products, found over
Having to recall a product that has been
20,000 empty cans and 65,000 counterfeit Similac
distributed in the market is an absolute worst-
labels8. Similac is a popular formula brand by
case scenario for manufacturers, especially if
Abbott, a US manufacturer. Nevertheless, with the
consumers were already harmed by the product.
fast growth of online retail channels, infant formula
In 2018, Lactalis recalled 12 million boxes of
products that had not officially been launched in
infant formula in 83 countries due to the trace of
a market appeared on the table of consumers via
salmonella bacteria discovered at their production
illegal online resellers or even via individuals.
site9. European, Asian, Latin American, and African
markets were all affected by this massive recall.
In Germany, for example, the estimated damages
55% of people claim they would switch brands
from formula milk diversion exceeded 10 million
following a recall10. Nevertheless, another leading
euros per year from retail chains such as Rossmann
manufacturer, Danone, said in 2016 that it would
and DM6. For brand owners, fake products and
no longer sell its Karicare formula in China after
diversion bring enormous uncertainties for their
sales of the product were hit from a recall related
companies since they cannot easily predict when
to a botulism scare in 2013 - that later turned out
and how those products appear in the market, and
to have been a false alarm.
consumers can hardly distinguish those fakes from
the original products.
Recalls always affect manufacturers in several
aspects simultaneously. Even encountering a false
recall, manufacturers still need to react fast and
in a responsive manner:
Externally:
• Brand owners need to recover from damages
to their brand’s value and a loss of trust
from consumers
• Diversion of resources and expenses for
proactive crisis management procedures
• Potential lawsuits or claims for damages
Internally:
• The source of the problem must be found
and solved for the future
• Affected products that have already
been shipped must be returned, retrieved,
and replaced
8 | Strengthen Brand Loyalty by Digitizing Consumer Engagement
Chapter 2: Challenges and Opportunities
Regulations can vary across different
countries and markets
Infant formula is one of the industries that is
highly regulated across countries. Fulfilling legal
requirements is a challenge for companies that
have or pursue a global presence. Every country has
developed strict regulations for both: ingredients and
advertising. As an example, companies selling infant
formula products in Europe need to apply regulations
of the European Commission (EU) and regulations
of each European country. Also, in the US, formula
Trust from consumer is a common,
guidance and regulatory information are provided
by FDA, yet in addition each state has their specific
worldwide topic. Trust is the key
rules. New regulations are continuously resulting in element that drives your sales and
stricter rules and impact manufacturers. your brand value
Brand owners are facing challenges in the infant
In 2020, EC legislations (2016/127 and 2016/128) formula industry. Meanwhile, these challenges
discontinued the health and nutritional claim provide opportunities. For those who have
requirement on product labels, which caused a managed the challenges and move the extra
package redesign for all infant brands that are sold mile towards the voice of their consumers, trust
in Europe. Moreover, different institutions oversee has been enhanced and strengthened. Trust is
different areas of regulation. Take the United the key driver for consumers to continuously
States as an example, The Center for Food Safety make purchases.
and Applied Nutrition (CFSAN)is responsible for the
regulation of infant formula. The Office of Nutritional • When retailers and consumers know that
Products, Labeling, and Dietary Supplements brands are confident and transparent on
(ONPLDS) has program responsibility for infant their quality, as well as the origin of
formula. The Office of Food Additive Safety (OFAS) the production;
has a program responsible for food ingredients and • When companies are moving beyond
packaging. ONPLDS evaluates whether the infant compliance and settheir bar higher with
formula manufacturer has met the requirements under their own independent standards for
safety and protection;
section 412 of the FFDCA. ONPLDS consults with OFAS
regarding the safety of ingredients in infant formula • When parents have more visibility of
the ingredients so they can make
and of packaging materials for infant formula.
informed decision about what they feed
Under sections 201(s) and 409 of the FFDCA, OFAS
to their children
evaluates the safety of substances intended for use
in or in contact with infant formula. Being compliant Manufacturers build brand equity and trust,
is for sure a resource and time consuming process differentiating themselves from other players in
if an infant formula company tries to penetrate the the industry.
market and at the same time be localized.
In a sensitive industry such as infant nutrition,
consumers usually carry out multiple searches
online and check within their communities
prior to purchasing a product for their children.
Hence, providing information and applying
consumer engagement before, during, and after
the purchasing process, is the most important
aspect that brand owners should consider in this
digitalized era.
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 9
CHAPTER 3: CONSUMER ENGAGEMENT, THE 4E MODEL
Chapter 3: Consumer Engagement, the 4E Model
NEW BRAND
OLD BRAND
Enable Educate Evolve Empower
With the concept of customer centricity and digital transformation, companies in each and every industry have
started to consider consumer engagement as a product offering or as a service. According to Food Marketing
Institute, in 2016, 39% of surveyed consumers said they would switch from the brand they usually buy to another
brand that provides more in-depth product information, beyond what is on the physical label. This percentage
increased to 74% in 201812.
Enable Educate Evolve Empower
Would customers switch brands?
Then, what does consumer engagement refer to for
Enable Educate Evolve the concept,
implementing Empower
especially for infant
No formula products? And how can companies engage
Yes their consumers in an effective and continuous
No
Yes way? The 4E Consumer Engagement Model will help
you set your objective in connecting with your
Enable Educate Evolveaudiences. Empower
targeted
2016 2018
Enable Educate Evolve Empower
The Consumer Engagement 4Es Model
Information requirements before dairy purchase, % of respondents'
Product ingredients Manufacturing processes Sourcing practices
Must know Must know 25 21 21
31 Enable 37 Educate Evolve 27 Empower Must know
50 49 49
like to know 50 Would like to know 50 Would like to know
45
eed to know Don't need to know 25 22 Don't need to know 30 30
19 18
Millennials All ages Millennials All ages Millennials All ages
NEW BRAND
Note: Figures may not sum to 100%, because of rounding.
'Question answered by 1,139OLD BRAND
consumers: What are your main information requirements prior to purchase?
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 11NEW BRAND Would customers switch brands?
Chapter 3: Consumer Engagement,
OLD BRAND the 4E Model
Enable Educate Evolve
Yes Empower
No
Enable: Enable Educate Evolve Empower Yes
Packaging is aEnable crucial part of consumers’
Educate Evolve access
Empower
to goods. The purchasing decision is based on
intangible items Enablesuch as brand awareness,
Educate Evolve and
Empower
2016 2018
on tangible items such as price and product
Enable Educate Evolve
information. According to McKinsey Survey Empowerof
Would customers switch brands?
consumers purchasing dairy products, the large
majority are in the category of ‘must know’ or
‘would like to
Enable know’ aboutEvolve
Educate product ingredients,
Empower
manufacturing processes, and sourcing practices No
Enable Educate Evolve
Yes
Empower
Information requirements before dairy purchase,
in order to purchase products . 11
No Information requirements before d
%Yesof respondents’
The goal of consumer engagement is to create a Product ingredients Manu
band Wouldbetween brand
customers switch brands?owner and consumer, before
the purchasing decision has been made. Through Must know 31 Must know 2
2016 2018 37
unique identities, such asNo QR code presented
on theNopackage ofYesinfant formula, parents get
Yes
Would customers switch brands? 5
access to the “richer-than-packaging” information Would like to know 50 Would like to know
45
by scanning the QR code with their mobile
devices
2016 and browsing2018 the connected website.
Don't need to know 19 18 Don't need to know 2
Manufacturers are able to provide tracking details, No
such as where Yes the product was produced, from Millennials All ages Millen
No Information requirements before dairy purchase, % of respondents'
which city it was exported, from whichYescity it was
imported, where the raw material was sourced, Note: Figures may not sum to
Information requirements before dairy purchase, % of respondents' Product ingredients 'Question answered
Manufacturing by 1,139 consumers: What are you
processes So
and how the powder milk was made. Consumer
engagement enables transparency
Product ingredients Manufacturing processes
between
Must know
the Sourcing practices Must know 25 Must know 2
31 27
2016 2018 2137
Must know 31 brand37owner and the
Must know consumer
25 about details
27 of 21
Must know
a product. In addition, the information is a way
49 49
Would like to know 50 to distinguish theto know
Would like
50
real product from aWould
50 fake one,
like to know 50 4
45 Would like to know 50 Would like to know 50 Would like to know
and therefore allows brand owners to guarantee 45
Don't need to know Don't need to know 25 22 Don't need to know 30 30
19
the quality
18
of their formula, and to ensure the
Don't need to know 3
Millennials All ages Millennials All ages Millennials All ages
safeness for the parent of feeding Don't need thetocanknowof milk 19 18 Don't need to know 25 22
Note: Figures may not sum to 100%, because of rounding.
'Question powder to their
answered by 1,139 consumers:infants. Millennials
What are your main information requirements prior to purchase? All ages Millennials All ages Mille
Information requirements before dairy purchase, % of respondents'
Note: Figures may not sum to 100%, because of rounding.
Product ingredients Manufacturing
'Question processes
answered Sourcing
by 1,139 consumers: What are your mainpractices
information requirements prior to purc
Must know Must know 25 Must know 21 21
12:40AM
27
100%
31 37
50 49 49
Would like to know 50 Would like to know Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam 50 Would like to know
45 Lorem ipsum dolor sit amet, it amet
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12:40AM 100%
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Don't need to know Don't need to know 25 22 Don't need to know 30 30
19 18 Lorem ipsum
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Millennials All ages Millennials All ages Millennials All ages
Note:
Note: Figures may not sum to 100%, because Figures may not sum to 100%, because of rounding.
of rounding. Lorem ipsum dolor sit amet,
'Question answered by 1,139 consumers: What are your main information
‘Question answeredprior
requirements by to purchase?
1,139
consectetuer adipiscing elit, sed diam
consumers: What are your
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main information requirements prior to purchase? consectetuer adipiscing elit
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Top sourceconsectetuer
of competitive
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Top source of competitive advantage, % of respondents1
Manufacturing Brand-management Product Lorem ipsum Lorem ipsum
efficiencies 12 | Strengthen Brand Loyalty by Digitizing Consumer Engagementinnovation
capabilities
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Supply chain Procurement efficiencies capabili
and logistics efficiences
22
12:40AM
Supply chain
100%
Customer Sales-force and logisticsChapter 3: Consumer Engagement, the 4E Model
Enable Educate Evolve Empower
NEW BRAND
OLD BRAND
Enable Educate Evolve Empower
Educate: Enable Educate Evolve Empower
A rising number Enable
of malnutrition
Educate casesEvolve
and health concerns
Empower online, from magazines, books or from their friends
drive the growth of the global organic and probiotic infant and families. Brand owners can eventually provide
formula market. Enable
Since 2016, there hasEvolve
Educate been an Empower
increase pedagogical information for young parents via the QR
in the demand from millennial parents with balanced and code on their product. This code can educate their
green nutrition needs. Key market players such as Nestle, consumers on how the ingredients will help their
Hipp, and Mead Johnson launched new formula products children grow, what are the differences of formula
that offer milk powder with minimal preservatives and products at each stage of the growth, why babies need
adequate nutritional content. The rising GDP has resulted different components in different stages, etc..
in increased expenditure by parents in general, and a
willingness among young parents to spend money on high Young parents gain knowledge through learning from
quality formula products for the health and wellness of brand owners’ expertise, and develop trust by receiving
their babies. in-depth educational content on becoming responsible
parents. The purchasing behavior will not stop at one
On the other hand, as young parents, they have little formula product or one category of products. In contrary,
experience on how to read and how to choose milk by influencing and educating young parents, brand
formula products. Their knowledge of the benefit of owners will extend the buyers journey through every
the ingredients are based on information the retained stage of a baby’s growth and development.
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 1312:40AM 100%
Enable Educate Evolve Empower
Chapter 3: Consumer Engagement, the 4E Model
Enable Educate Evolve Empower
Evolve: Enable Educate Evolve Empower
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
In the Enable and EducateEducate
Enable
phase, consumers
Evolve
made the
Empower
According to McKinsey’s survey,
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dolor sit amet, it amet dairy companies
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decision to connect with manufacturers and to access recognized their top competitive advantage to be
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information by scanning the QR code. The interaction manufacturing efficiencies, product innovation, and sales-
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is one way from consumers to the manufacturer. In force effectiveness. However,
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capabilities
the Evolve phase, manufacturers are able to interact were cited by only 2%sitof respondents
amet sit amet 13
. Clearly if a brand
with consumers via chat and online consultation. The owner is capable of engaging consumers while gathering
idea is to provide a trustworthy after-sale support to insights from the interactions, from the interactions, the
consumers, involving them not only before the purchase brand will gain additional opportunities to understand
decision, but also during the consumption of the consumers and as a result can tailor products to better
product or even thereafter. penetrate a targeted consumer population.
Top source of competitive advantage, % of respondents1
Manufacturing Brand-management Product
efficiencies capabilities innovation
Supply chain Procurement
and logistics efficiences
22
Customer Brand-management Other Sales-force
service capabilities effectiveness 17
13 13
11
9
7 7
2
Company's level of insight into consumer trends and behaviors, % of respondents2
9 55 36
Low Medium High
Question answered by 56 dairy CEOs: What do you believe is your company's top source of competitive advantage?
1
Question answered by 56 dairy CEOs: How would you describe your company's level of insight into consumer trends and behaviors?
2
With the development of master applications, such as those brands that have an official account on the platform
Wechat and Grab, brand owners can be able to easily and signed up for a partnership with the mini-program,
connect with their consumers in person, through consumers will have a direct access to a customer support
scanning the QR code on the packaging that directs them account via Wechat - by sending text or voice messages
to a pre-defined platform. For instance, the Infant Milk to interact with nutritionists or sales support specialists.
Powder Tracking Mini-Program, known as 婴配乳粉追溯 Brands can gather insightful data from consumers to
in Chinese, and available on Wechat, allows consumers to further improve their marketing campaign, allocate
scan the QR code on the bottle via the mini-program. more accurate resources to retail shops (or online retail
channels) and provide product or service offerings that
According to Tencent (owner of Wechat), the number of are of value to parents and their babies.
active monthly users of Wechat exceeds 1.1 billion. For
14 | Strengthen Brand Loyalty by Digitizing Consumer EngagementEnable Educate Evolve Empower
Chapter 3: Consumer Engagement, the 4E Model
Enable Educate Evolve Empower
Empower: Enable Educate Evolve Empower
The ultimate purpose of consumer engagement is to children, substantially boosting brand loyalty among
influence consumers before and after the point-of-sales, the members of community to choose infant formula
creating trust and loyalty through information and products from the same brand for their children.
interactions. In this digital era, community is a shared
space to connect with each other. In the consumer Companies can also build loyalty programs through
goods industry, actively engaging audiences through consumer engagement activities. Through activities,
communities creates a sense of belonging from having such as scanning the unique code on a product, sharing
had similar experiences. The highest level of consumer information within the community, answering questions
engagement is to empower consumers to engage with from other users, etc. consumers can be rewarded with
each other: to not only limit interactions to the brand, credit points, which will lead to a discount for their
but also extend it to other consumers of the brand. next purchase.
More specifically, in the infant formula industry, parents
All consumer engagement activities are accountable to
need an open space to ask questions and voice concerns
create trust. At the same time, brands will be rewarded
about the ways of raising and caring for their babies.
with consumer insight gained from these activities.
When they face problems or when they get confused Massive data will guide companies in understanding
about their babies’ reaction, parents look for someone consumers: when they bought the product, in which
with more experience who could be able to help. These channel, how frequently they purchase, and their
people can be doctors, nutritionists, or other parents. satisfaction together with the satisfaction from
Being part of a group that shares common topics of their babies. This sustainable cycle of engaging
babies and learning from each other will lead to an consumers and improving offerings will bring long-term
increased satisfaction in the consumption experience. authenticity of a product and loyalty to a brand in this
Happy and more professional parents lead to better fed competitive infant formula market.
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 15CHAPTER 4: DIGITIZE CONSUMER ENGAGEMENT
Chapter 4: Digitize Consumer Engagement
Digital transformation has been a lever for leading
organizations to stay competitive in today’s competitive
environment. With the pace of revolutionary changes and
disruptive technologies, players in the consumer goods
industry depend on data analysis to help accelerate
an effective decision-making process. The growing
usage of digital marketing tools contributes to the
adoptions of this new way of working and interacting
with consumers. We suggest to companies that they
integrate the concept of consumer engagement into
their digital transformation plan, such that it is aligned
with the commercial strategy and customer centricity
of the company as a whole. Digital transformation for
corporate is not only about pure technology, but also
about transforming the way of thinking and reacting –
positioning customers as the core of their business.
For brand owners in the infant formula industry,
putting customer as the core means leveraging
consumer engagement activities - starting at the
packaging level. We combine the Digital Maturity Model14 Laetus is your business partner with a shared vision
with consumer engagement in order to illustrate how of digitalization and consumer engagement. We offer
Laetus will help you to involve consumers, solely by you solutions for your infant formula packaging line
applying your digital transformation program. From an to enable each level of your consumer engagement
Enabled Consumer Engagement level to an Empowered plan. With a robust project deployment and end-user
Consumer Engagement level, brand owners can verify integration team, we implement the change for you
where they are in the digitized consumer engagement to drive workflow efficiency, flexibility, and agility,
journey, and set their target of where they want to be contributing to your digitalization and consumer
with the right technologies. engagement ambition.
Verify Preprinted Datamatrix
Verify printed Verify bundle filling,
Filling control Product QR code on product
Expire Date and aggregation, label,
mix up Component (Ex Product identity)
Batch Number batch expire date
Closing control
Verify I eaflet, Track & Trace QR
accessory Code Gs1 Digital Verify box
Filling and print
(spoon) or small Link Block Chain complete, missing
verification on thermo
mac forming hine part present part printed label,
expire date
Strengthen Brand Loyalty by Digitizing Consumer Engagement | 17-
Digital
Maturity ) �
Model/
�
Packaging lines for infant formula products are triggered for New proJects, tasks, and processes an the packaging lrnes are completed Packagrng software and hardware for rnfant formula products are contrnuously rntegrated w1th other busrness
established stakeholders by defined processes, timeline and and measured d191tally using hardware and software. processes and systems, creatrng connect1ons and rnteractions from the product1on s1te to d1stribut1on, and to
1
quality control measures using basic automation tools. • Ab1l1ty to track who made dec1s1ons throughout process end consumer.
Explanation of DMM • Crisis avoidance • Across department • Connect1vity and v11tual1zat1on
• Within department • Automat10n speeds up process • Across partners and departments
1
• Specialist delivers changes using an established process • Adaptrng to changrng cond1t10ns w1thout great orgamzat1onal parn
Cor responding Consumer
Evolve, Empower
Engagement Level
Enable, Educate
I
1 Code: Public QR code 2 Codes: Public-QR code and Secure-QR Code
QR codes on the surface of the packaging of infant formula can be Public-QR code is the same as at the Enable and Educate Level, everyone can be able to access codes on the
scanned by consumers with a smart phone or tablet. The code will direct surface of the package. In addition, a Secure-QR code is available inside of the package. Parents can only reach
Explanation of Consumer consumers to a website, where brand owners can decide on information the code after buying the item and opening the bottle. This Secure-QR code is a unique code for each
Engagement Level published (e.g: raw material sourcing, date and location of production, individual formula can. After scanning the secure code, the consumer has access to another website which is
ingredients, as well as educational contents of nutrition, product different from the public code website. Brand owners can decide to offer features, such as authenticity check to
advantages, and consumption advices). avoid counterfeit, credit point collection for loyalty programs, after sale support, and community access.
• Inspect product quality by usrng camera and software system Inspect product pnnted 1dent1fiers (1s 1t present, readable, accurate 7 ) Implement senal1zat10n and aggregat1on software and hardware solut1ons that contnbute to an rnteract1ve
• Identrfy contamrnat10n and reJect default products w1th camera and software system consumer engagement act1v1ty
Laetus Enables you to • Solve recall problems by lookrng at the root cause at the • 1D Code: bar code • 2D Code: QR code w1th vanable data; data matnx code
1
product10n s1te, and ensure the qual,ty of your product • 2D Code: QR code with fixed data, data matnx code • Web seMce and data exchange on cloud, rnterfacrng ERP systemCHAPTER 5: FULL QUALITY INSPECTION AND SERIALIZATION WITH LAETUS
Chapter 5: Full Quality Inspection and Serialization with Laetus Laetus is a globally leading provider of solutions for inline vision quality control and complete serialization and aggregation systems. With 40+ years of experience as supplier of the manufacturing machineries, 18,000+ installed systems ensure the highest product quality and optimization of packaging processes for more than 3,500 customers in food and beverage, pharmaceuticals, medical technology, and cosmetics industries. The company was founded in 1974 and has its headquarters in Alsbach near Darmstadt, in the mechanical engineering region of Rhine-Main/ Rhine-Neckar. Today it employs a team of over 250 people and has branches in the USA, Mexico, Brazil, China, Great Britain, France, Italy, Spain, Poland and the United Arab Emirates. From initial contact to implementation through to support, Laetus meets all regulations and individual customer requirements with its modular, flexibly adaptable systems. The company’s own Track & Trace Academy at the Alsbach site also offers regular training including live demonstrations in the showroom. The worldwide network for sales, service and project management is supported by around 50 independent representatives and distributors. Since 2015, Laetus has been part of the Danaher Group and, together with ALLTEC/FOBA, Esko, Linx, Pantone, Videojet and X-Rite, is part of the product identification platform as an independent company. 20 | Strengthen Brand Loyalty by Digitizing Consumer Engagement
REFERENCES: 1. https://www.un.org/en/development/desa/population/publications/pdf/trends/Population2030.pdf 2. https://www.researchnester.com/reports/baby-food-market/1271 3. https://www.globenewswire.com/news-release/2019/11/19/1949187/0/en/The-global-baby-infant-formula-market- size-is-estimated-to-be-24-043-million-in-2018-and-is-projected-to-reach-45-348-million-by-2025-registering-a-CAGR- of-9-5-from-2018-to-2025.html 4. https://www.mordorintelligence.com/industry-reports/baby-food-market 5. https://www.alliedmarketresearch.com/baby-food-market 6. Astrid Geisler and Anne Kunze: “The Trace of the White Powder” in DIE ZEIT No 32/2018, August 2nd, 2018 7. https://www.scmp.com/business/markets/article/1934204/chinas-new-baby-milk-scandal-trigger-tighter-cross-border-e 8. http://www.chinadaily.com.cn/china/2016-04/10/content_24406252.html 9. https://www.globalcitizen.org/de/content/lactalis-baby-formula-salmonella-recall/ 10. https://packagingeurope.com/total-recall-impact-productrecalls-food-industry/ 11. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/a-winning-growth-formula-for-dairy 12. https://www.labelinsight.com/transparency-imperative-report 13. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/a-winning-growth-formula-for-dairy 14. https://www.packagingmaturitymodel.com/
Why Laetus?
© 2020 Laetus GmbH, all rights reserved
• More than 40 years of experience in vision inspection and quality control
• Expertise in track & trace for small, medium and large enterprises in pharma,
food and cosmetics industries
• Project management from consultation to implementation
• Quality management through validation
• Flexibility when integrating solutions through modular approach
• Training academy with individual offers
• Worldwide technical support, partly in local languages
• 24/7 hotline
Laetus GmbH
Sandwiesenstraße 27
64665 Alsbach-Hähnlein
Germany
T (+49) 6257-5009-0
F (+49) 6257-3119
contact@laetus.com
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