Polytag has reinforced its partnership with Ocado Retail, resulting in an expanded selection of food and beverage packaging options that incorporate Polytag’s innovative technology.
As a result, over 60 of Ocado’s food, drink, and household product ranges now proudly feature Polytag’s Digital Link QR codes. This empowers consumers to easily access in-depth product information and sustainability practices simply by scanning a code.
The broadened range of Polytag-enabled packaging follows the remarkable success of a groundbreaking initiative that Polytag conducted with Ocado Retail in 2023. This project delivered a multi-award-winning, world-first nationwide digital deposit return scheme (DDRS) trial. During the eight-week trial period, 20,000 rewards of 20p were provided to consumers who purchased and recycled Ocado’s milk bottles through standard kerbside collection methods. Notably, post-trial surveys indicated that 93% of participants felt ‘positively’ about the concept of a DDRS in the UK.
Building on this initiative, the UK’s leading online grocer will now package dry food and cleaning products in refillable containers. This effort aims to significantly reduce single-use plastic and foster reliable reuse behaviors among consumers. Furthermore, Polytag’s QR codes will be instrumental in educating customers on how to engage with the refill scheme and return their products.
Polytag emphasizes that its award-winning QR codes offer brands and retailers a direct marketing channel that reaches consumers on a national scale. When customers scan the codes with their smartphones, they are directed to a landing page containing tailored product information.
Ocado Retail frequently updates these bespoke landing pages to dynamically engage and educate its customers on important sustainability topics. Key areas include sourcing initiatives, recycling methods, and food waste prevention. The technology also supports links, videos, and surveys for a comprehensive customer experience.
Laura Fernandez, senior packaging and sustainability manager at Ocado Retail, expressed pride in being the first major supermarket to pilot an online reusable packaging scheme. She stated, “Polytag’s QR codes give us the opportunity to explain how re-using can eliminate single-use packaging, and how easy and convenient the Ocado solution is, right to their doors. We continue to expand the number of Ocado Own Range products featuring Polytag QR codes, reflecting our growing focus on digital solutions to communicate key information and messaging to our customers.”
Alice Rackley, CEO of Polytag, added, “Surpassing 60 products with Ocado Retail – including its new refillable options – is a step forward in making sustainable shopping more accessible. By integrating our Digital Link QR codes, powered by GS1, we’re providing new ways to quantify the success of sustainability programmes and enabling the reuse process all through accurate tracing of packaging through the supply chain.”
She further commented, “Our world-first trial in 2023 was just the beginning of all of this. As the largest deployer of GS1-powered QR codes in the UK grocery market, Ocado has found our platform easy to integrate, enhancing their packaging design with endless digital possibilities. We’re beyond proud to support Ocado Retail in delivering both convenience and an impactful sustainability message.”
Anne Godfrey, CEO of GS1, remarked, “Improving the way we recycle is not merely a regulatory requirement; it is a vital component of our shared responsibility to protect the planet. By adopting GS1 standards and QR codes powered by GS1, businesses can lead the charge in transforming recycling into an efficient, user-friendly process that aligns with consumer needs.”
She concluded, “Our collaboration with Polytag illustrates how innovative thinking and powerful partnerships can lead to actionable solutions in the ongoing challenge of packaging waste. As we look ahead, the insights gained from this pilot will be instrumental in shaping the future of recycling, driving us closer to a more circular economy where sustainability is integral to consumer choices.”
