Go-Tan, manufacturer of Eastern food products, has supplied the bottles of Wok Essentials found in supermarkets with a hanger with a QR (Quick Response) code. With a cell phone the QR code (a 2d barcode) can be scanned. Then your cell will display a webpage with a recipe and the matching shopping list. Go-Tan claims to be the first to use QR codes like this in Dutch supermarkets.

Future Vision by Erwin Van Lun on this article

Products are losing their anonymity. In times past the baker knew exactly what bread he sold you. After that we had a period in which producer (the brand), consumer and the individual product knew an anonymous existence. Now we’re seeing the return of the dialogue with the product as focus of the conversation. Go-Tan is given a wealth of information just from measuring the moment the question is asked. In a next step a mobile application will start that explains us how to make the recipe in images and sounds. And then we can ask another question (‘can I use brown sugar instead of regular sugar?’) and we’ll be given an answer immediately. This is a step in that direction.

Related trends

• Brand-dialogue

• in Dutch