First inSight-branded product launches in China

Tenda Nutritional Foods has become the first company to launch an infant formula bearing the inSight brand in the Chinese market.

After undergoing a rigorous supply chain assessment to gain an inSight license, producers are permitted to use the inSight brand and a unique QR code on their products. By scanning the barcode with their mobile devices, shoppers are taken straight to the inSight website (www.aqinsight.com), where they can view independent evidence about the products prior to purchase.

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

Tenda says the inSight brand has created trust for its consumers by showing transparency, integrity and safety in the production processes, helping parents make informed purchase decisions.

“inSight gives consumers the opportunity to buy products, certain in the knowledge that they possess the food safety and quality attributes that matter. This is the first type of product mark that is able to address the multiple interests of consumers and we are proud to be bringing product assurances into the 21st century,” said Mark Inglis, Sales and Marketing Manager at AsureQuality.

A number of other New Zealand companies have successfully gained an inSight license and will be exporting inSight-branded products in the coming months.