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