Quick response codes in the breakfast cereal aisle: prevalence, landing page, and product characteristics

Digital labelling technologies, including quick response (QR) codes, are increasingly used in the global packaged food supply to provide additional product information. While regulation in most jurisdictions requires essential nutrition and ingredient information to be displayed directly on the physical label, concerns exist among researchers and consumer groups that QR codes may come to replace these key details, limiting access to essential information required for informed decision-making. This study aimed to assess the prevalence of QR codes on breakfast cereals in Australia, the types of information the codes provide and the healthfulness (measured by Health Star Rating and Nova systems) of products that feature them. In a sample of 483 breakfast cereals, 16% displayed QR codes, most frequently located on the back of the pack (72%). There were no significant differences between products with or without QR codes in median Health Star Rating (4.0 vs. 4.0; P = .832) or the proportion of ultra-processed products (83% vs. 76%; P = .136). QR codes were primarily linked to websites promoting the product (e.g. 80% featured product recipes), with none providing nutrition information besides claims. Our study provides evidence that, although QR codes are not yet widespread on breakfast cereals in Australia, they are currently being used mostly as additional marketing space rather than to provide key nutrition information to consumers. Their prevalence may increase as digital labelling technologies gain momentum globally. Regulatory oversight that prioritizes access to key nutrition information is important to ensure consumers can easily access the information required to make informed decisions.