Edeka: digital packaging initiative

Keshia Beadle
Senior Retail Analyst

Date : 24 February 2020

Edeka is introducing a new digital packaging initiative in its discount banner Netto.

Netto introducing digital watermarks on packaging

Netto is introducing an invisible barcode which optimises the scanning of goods at checkout. The packaging will still look the same to the shopper, however it will contain digital information printed onto the packaging, which means that when it is scanned, there is no need to hold the visible barcode in the direction of the scanner. Netto wants to add this new initiative to all of its 2,500 private label products, which constitutes around 50% of its total range. This is already in production for around 2,000 of its products, with the rest expected to be completed by spring 2021.

Wider adoption

The digital watermarks can be applied to any type of packaging and parent company Edeka is also interested in adopting this in the future. FMCG manufacturers are also showing interest, with Procter & Gamble announcing that it plans to add it to a range of its products from October 2020. Testing is also being done for the addition of waste sorting information to be added, which could significantly improve the recycling rate if adopted on a larger scale.


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