Intelligent and active labels could ‘revolutionise food communication’ Smart labels that use state of the art technology to give shoppers a host of new information about products could create a direct line of communication between consumers and producers and help foster a new era of trust between them, according to a new research project. The Smart Tags project, funded by the EIT Food innovation initiative and coordinated by the VTT Technical Research Centre of Finland, is looking at innovative packaging that could be adopted along different food and supply chains. The EIT Food-funded project is working with consumers, producers and retailers to develop smart labelling similar to QR codes. It consists of research partners, food industry and technology developers from all over Europe. The partners are the University of Reading (UK), University of Warsaw (Poland), KU Leuven (Belgium), Matis (Iceland), AZTI (Spain), DouxMatok (Israel) and Maspex Group (Poland).