"Announcement: TealHelix unveils innovative EU initiative aimed at eco-friendly food labeling"
The TealHelix project, funded under Horizon Europe, is set to revolutionize sustainable food labeling with a unique approach that combines digital tools and dynamic data to support informed and sustainable consumer decision-making. This groundbreaking initiative aims to make sustainable consumption more accessible, transparent, and attractive[1][2].
The project, coordinated by the University of KU Leuven in Belgium, brings together a consortium of 17 partners from 11 European countries, including universities, NGOs, market research firms, marketing agencies, and GS1 Germany. GS1 Germany, a leading standardization actor with extensive experience in sustainability-related product information, will play a significant role in standardizing and communicating sustainability-related information along the supply chain up to the point of sale (POS)[3].
To achieve this, TealHelix adopts a multi-dimensional sustainability labeling approach, capturing environmental, social, and health-related attributes of food products in a more comprehensive way than conventional labels[1]. This approach is supported by AI-driven applications such as Claims Buster and BetterMe app, which assess and verify sustainability claims on products and personalize recommendations for consumers[3].
The project also develops interactive and dynamic presentation and transmission methods for sustainability information, including the "Sustainable Food Compass" tool, which helps consumers connect their personal preferences with general environmental goals[1]. Contents can be played out individually depending on the channel, language, or user behavior using the GS1 Digital Link standard, ensuring a seamless and personalized user experience[3].
Moreover, the stored information can be adjusted at any time, while the code on the packaging remains the same using the GS1 Digital Link standard, ensuring that the most up-to-date information is always available to consumers[3].
The TealHelix project addresses the challenge of consumers facing a jungle of labels, seals, and information that is not always easy to understand or compare. By creating an interactive framework that combines digital tools and dynamic data, the project aims to improve traceability throughout the entire supply chain and enhance transparency, trust, and impact in sustainable food labeling[1][2][3].
The next general assembly of TealHelix will be hosted by GS1 Germany from September 29 to 30, 2025, in Cologne. The project has a total budget of 6.5 million euros and targets different target groups with tailored information[3].
The project's innovative solutions will be tested in six EU countries, including Germany, Poland, Greece, and the Baltic states, under real-life conditions in supermarkets or online[1]. These tests aim to determine effective communication means and ensure that the developed digital solutions and labeling systems are based on established standards and global solutions.
In summary, the TealHelix project is set to transform the way consumers interact with sustainable food labels, empowering them to make informed decisions and promoting sustainable consumption. By combining advanced digital tools with consumer-centric design, the project aims to enhance trust in sustainability labels at the point of sale and directly support decision-making at the point of sale[1][2][3].
[1] TealHelix Project Website: https://www.tealhelix.eu/ [2] Horizon Europe Project TealHelix: https://cordis.europa.eu/project/id/101021816 [3] TealHelix Project Factsheet: https://www.gs1.org/resources/tealhelix-factsheet
