Uncle Ben's Adds Google Lens to Packaging
Mars Inc.’s Uncle Ben’s has teamed with connected food platform Innit to launch an artificial intelligence-driven initiative that leverages the Google Lens visual search technology to connect digital information to physical products and unlock meal solutions.
The partnership makes Uncle Ben’s the first food brand to adopt Google Lens, an image recognition technology designed to let users access relevant information related to objects the device identifies using visual analysis and "search what they see," according to a media release from Innit.
In this case, Uncle Ben’s is using the technology to help consumers “cut through the clutter” of meal planning by instantly delivering recommendations, information and inspiration about physical products in stores and homes.
To activate, users open either the Google mobile app on iOS devices or the Google Lens app on Android devices, and point their device at Uncle Ben’s Ready Rice packages and retail displays. Innit will then instantly suggest meals that can be built around the product, along with ingredient lists, nutrition advice and step-by-step cooking videos.
Tying in to September's designation as “Family Meals Month,” hundreds of thousands of Uncle Ben’s packages and displays in the U.S. will carry stickers this month encouraging shoppers to use the technology.
For shoppers who already use Innit, the experience can go even further by offering personalized recommendations based on user preferences and dietary needs. It can also calculate a personalized score for each product related to its "fit" for the user.
“Working with Google and Innit, we have created a powerful new way to help consumers navigate the journey from store shelf to dinner plate,” said Fiona Dawson, global president of multisales and global customers at Mars Food.