Trust begins with transparency. To help parents make informed choices, FrieslandCampina partnered with Kezzler to create a verifiable journey for its FRISO infant formula products, connecting trusted product data from dairy farms in the Netherlands to consumers in Hong Kong.
Challenge
Building trust in a high-stakes category
After contamination scandals involving domestically produced infant formula in China, parents turned to imported brands. However, switching wasn’t enough on its own. They wanted proof.
A FRISO-commissioned Nielsen survey found that 93% of mothers in China and Hong Kong felt the information on product packaging was insufficient to give them peace of mind. Specifically, most said they needed to independently verify quality control, product origin, and production conditions before they could feel confident in their choice.
At the same time, Chinese government traceability requirements were tightening. These new rules demanded granular item-level tracking and reporting for all formula brands. As a result, FrieslandCampina faced a dual challenge: meet regulatory requirements while genuinely rebuilding consumer trust at scale.
Solution
End-to-end traceability powered by Kezzler
FrieslandCampina partnered with Kezzler to launch FRISO TrackEasy. With TrackEasy, parents can follow the complete journey of their formula tin: from Netherlands-based farms, through production and quality checks, to export clearance, distribution, and finally the retail shelf.
Every FRISO can receives a unique digital ID at the point of production. This ID carries verified data about its origin, milking date, manufacturing details, and logistics milestones. Consumers simply scan a QR code on the bottom of the can via WeChat to see the verified journey of the exact product they are holding.
The solution also integrates with FrieslandCampina’s existing ERP, manufacturing, warehouse, and distribution systems. This means previously separate data is now connected into one trusted view across the value chain.
Download the full case study to explore the technical architecture, multi-tier aggregation model, and how the solution scaled globally.
Read the full case study
Results
Traceability that delivers commercial returns
TrackEasy has delivered measurable outcomes across compliance, brand performance, and consumer engagement:
- Regulatory compliance achieved, with full alignment to Chinese government infant formula traceability standards for both domestic and imported brands
- 1 in 3 visitors who experienced the TrackEasy digital campaign clicked the “buy now” call to action
- 7% of unique visitors converted to first-time buyers, demonstrating a direct commercial return from transparency
- Counterfeit concerns eliminated, with parents able to verify product authenticity by scanning the can
- Foundation in place for global rollout, built on open EPCIS standards
“Ensuring our consumers can have full confidence in FrieslandCampina brands is paramount. This is why we have adopted Kezzler’s technology to deliver supply chain visibility for our infant formula brands, as well as providing a way for stakeholders throughout the supply chain to validate their products in real-time.” Hans Wessels, Senior Project Manager, Royal FrieslandCampina
Want to see how FrieslandCampina built on this foundation to drive loyalty, QR engagement, and personalized consumer experiences?
