This looks potentially useful, depending on the depth of the microbial food safety information provided.

Food safety and biosecurity service provider, AsureQuality has developed the new website brand, inSight, which allows consumers to access independent evidence on the products that they are buying via their smartphone device.

inSight allocates a unique QR barcode to products that have undergone a supply chain assessment and obtained an “inSight licence.” The barcodes are then printed on product packaging for consumers to scan with their mobile devices. Once the product has been scanned, consumers will be taken directly to the inSight website where they can view independent evidence about the product features prior to purchase.

Tenda Nutritional Foods recently launched its range of inSight branded infant formula products into the Chinese market, noting that the inclusion of the QR codes has created trust for its consumers by showing transparency, integrity and safety in the production process.

Mark Inglis, AsureQuailty’s sales and marketing manager said that inSight provides a crucial point of difference for products in the FMCG market, especially for those wishing

Features that consumers can check via the inSight website include environmental sustainability, ethical and animal welfare, nutrition, origin, organic status, and food quality and safety.