When it is scanned with a smartphone it opens a mobile application or a website.

Consumers who scan the QR code on a Nestlé product will be able to obtain additional information relating to how the product fits into a healthy lifestyle, including portion guidance, recipe ideas, and its role in a balanced diet.

They will also be able to access facts about its impacts, such as how much water or energy is used in its entire life cycle.

Clear and understandable labelling

Seven years ago Nestlé became the first company to introduce a ‘nutritional compass’ on its packaging, designed to be an informative guide to help consumers choose between products.

The new QR code initiative is a natural extension of the company’s commitment to communicate the importance of responsible nutrition, moderation and variety in food habits.

The majority of codes will appear on packs on a space within the Nestlé nutritional compass, which is already present on 97% of the company’s products worldwide.

McDonald's Launches New Global Packaging Designs

McDonald's is unveiling new packaging designs on all carry-out bags and fountain beverage cups with QR codes. This initiative is the latest step in the company's ongoing commitment to provide consumers with information to help them make informed choices. The launch begins this week in the U.S. and will continue rolling out worldwide through 2013, with the text being translated into 18 different languages.

As a company that has provided nutrition information for more than 30 years to its customers, the new packaging is designed to communicate brand stories in an engaging and modern way. A blend of text, illustrations and a QR code will deliver interesting facts about the brand and make nutrition information easily accessible from mobile devices.

"Our new packaging is designed to engage with customers in relevant ways and celebrate our brand," said Kevin Newell, McDonald's Chief Brand Officer. "Customers tell us they want to know more about the food they are eating and we want to make that as easy as possible by putting this information right at their fingertips."

In addition to gathering consumer input on these designs, McDonald's consulted its Global Advisory Council, a group of independent advisors in the areas of nutrition, public health and fitness. These outside experts emphasized the importance of providing access to nutrition information, and support using the new packaging to directly connect customers to information about McDonald's menu.

McDonald's was one of the first quick-service restaurants to introduce nutrition information on packaging at the 2006 Olympic Winter Games in Torino, Italy. This latest initiative builds on the company's history of providing nutrition information to customers, also available through in-restaurant menu boards, brochures, tray liners and a variety of digital platforms such as mobile web, apps, kiosks and desktop.

McDonald's has a long record of sustainability leadership action to create positive change. Nearly 80 percent of the company's consumer packaging in the majority of McDonald's markets is made from renewable paper or wood-fiber materials.