Product DNA is a system of electronically recording up to 150 attributes about a product, which are verified by a third party, and entered into a "catalogue" so it can be checked at any point in the supply chain and even incorporated into retailers own data systems, as well as accessed by consumers. Thus it can assure product traceability along the entire supply chain, and having an agreed set of attributes allows much easier data sharing between manufacturers and retailers.

Retailers Tesco and Ocado have already signed up to this service, and Unilever.and  Nestlé are the latest companies to do so.

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