Digital Product Passport
Meaning
What is a Digital Product Passport?
The Digital Product Passport (DPP) is a digital data set that bundles key information about a product throughout its entire life cycle. This includes information on origin, materials, ingredients, production conditions, carbon footprint, recyclability and disposal routes. This information can be accessed directly via the packaging using QR codes, NFC tags or similar technologies.
The aim of the Digital Product Passport is to increase transparency, traceability and sustainability along the supply chain. The DPP is becoming increasingly relevant for food brands, as consumers, retailers and legislators are demanding more transparency and digital information systems are gaining in importance.
Why the Digital Product Passport is so relevant for food brands
The Digital Product Passport creates trust, improves data quality and supports sustainable brand management. At the same time, it facilitates compliance with regulatory requirements and promotes the circular economy.
The most important advantages:
- More transparency: clear information on origin, ingredients and sustainability
- Traceability: products can be better tracked along the supply chain
- Legal certainty: support with reporting and documentation obligations
- Stronger brand loyalty: Consumers appreciate comprehensible product information
The DPP is an important instrument for credibility and differentiation, especially for sustainable product lines, new concepts or products that require explanation.
Best practices for packaging & brand strategy
Strategically integrate DPP into packaging
QR codes or NFC tags should be clearly visible and clearly labeled. Consumers must immediately recognize what added value the scan offers – such as “Discover product data & sustainability”.
Packaging design, digital experience and sustainability communication are combined here.
Prepare content clearly and comprehensibly
For the Digital Product Passport to be used, the content must be simply structured, clearly formulated and mobile-optimized. This creates a digital product world that combines information, trust and brand experience.
