"Intelligent" milk keeps consumers informed

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1 min
21 September 2006
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Arla Foods’ Innovation Department takes part in Danish project aimed at introducing ”intelligent” food.

Twenty families in Århus, Denmark, are taking part in a pilot project where, for two months, they may, for instance, sit in a train on the way home from work and ask the milk back in the fridge whether the temperature is too high or whether it has gone sour – or how much is left in the carton. The families can also stand at the chilled counter at their local supermarket and check the contents of their fridge back home. They can even receive a list of further ingredients needed to prepare a particular recipe for that evening.

The technology that makes all this possible is called RFID – Radio Frequency Identification. RFID consists of a microchip with a radio transmitter affixed to the packaging of the individual products instead of conventional price stickers and bar codes.

During the trials, the 20 families will receive a weekly shopping basket containing food products equipped with RFID chips. Named "Fremtidens hjælpsomme mad" (Helpful food of the future), the project is headed by the Innovation Lab institute, and as well as Arla Foods involves Danish Crown (meat), Toms (sweets and chocolate), Schulstad (bakery) and Rynkeby (fruit juice). The aim of the experiment is to investigate to what extent the families will exploit the opportunities provided by this new technology.

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Arla Foods is an international dairy company owned by 9,700 farmers from Denmark, Sweden, the UK, Germany, Belgium, Luxembourg and the Netherlands. Arla Foods is one of the leading players in the international dairy arena with well-known brands like Arla®, Lurpak®, Puck® and Castello®. Arla Foods is focused on providing good dairy nourishment from sustainable farming and operations and is also the world's largest manufacturer of organic dairy products.

Press contact

Arla Group Press Office
Arla Group Press Office (journalists/media only) pressoffice@arlafoods.com +4591310310
Åse Andersson
Åse Andersson Head of Media Press contact for Arla Foods in Denmark aasan@arlafoods.com +45 91 310 310 +45 89 38 10 00
Carina Østergaard
Carina Østergaard Corporate Communication Manager Press contact for Arla Foods International caoes@arlafoods.com +45 91 31 16 01 +45 89 38 10 00