Food Transparency & SmartLabel™

Consumer demand for transparency has been rising for many years and it's a consumer initiative that cannot be ignored.

The GMA SmartLabel Initiative

The Grocery Manufacturers Association (GMA) saw this demand for transparency which led to the creation of a digital label that contains more information than is offered on physical packaging. In December of 2015, the GMA announced this new digital label and the SmartLabel initiative was born.

What is SmartLabel™?

SmartLabel is a tool that gives consumers a way to access more detailed product information about a wide range of food, beverage, household, pet care and personal care products. It's fast and easy to use, with a consistent digital format that shares accurate data directly from the manufacturers.

ItemMaster and SmartLabel™

ItemMaster is already structuring hundreds of attributes during the Brand Activation™ process to provide the marketplace with Complete & Verified product data. Activating a brand with SmartLabel is as easy as a click of a button. The IM SmartLabel solution is 100% compliant with the current GMA industry spec.

ItemMaster and Nature's Promise

Nature's Promise embraced the SmartLabel initiative and partnered with ItemMaster for their SmartLabel solution. ItemMaster has activated over 600 SmartLabels for Nature's Promise, making it the 3rd largest provider of SmartLabel pages in the marketplace.

Want to learn more?

Contact our team to learn more about the initiative and see it in action with your products on the Brand Activation™ platform.

Contact us