Shoppers on the Hibiscus Coast could soon see digital food labels as the Government tests new rules for supermarkets.

Economic Growth Minister Nicola Willis and Food Safety Minister Andrew Hoggard have launched public consultation on a proposal to trial digital labels for lower risk imported foods in New Zealand.

Under the Food Act, the Government must consult before changing food regulations.

Nicola Willis says one barrier to new supermarkets entering the New Zealand market is the cost of re-labelling pre-packaged products to meet New Zealand and Australian standards.

Retailers would still need to give shoppers information about allergens, ingredients and nutrition, but they would not have to pay to re-label products.

Instead, information could be provided in store and online through on-shelf QR codes, in-store digital labels, websites and mobile apps.

“If successful, the proposed trial would make it easier for new supermarkets to get established in New Zealand,” Nicola Willis says.

Andrew Hoggard says physical labelling can be a costly barrier and that if digital labelling can provide extra flexibility, “we should. It’s about fixing what matters.”

Products in the trial would be imported from trusted trading partners with strong food regulatory systems and must still meet the Food Act, the Australia New Zealand Food Standards Code and all other relevant law.

Food must remain safe and suitable, with food affordability described as front of mind.

Public consultation on the trial closes on Friday, December 19.

Members of the public can have your say before then.

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