Bee protection at Nestlé. The SMART BEES limited special edition educates children on bees and their natural habitat via the SMART BEES app. Photo: Nestlé
Nestlé protects bees with SMART BEES
Guard bees, forager bees, scout bees, worker bees and queen bees: If we want to find out more about our busy, brown-and-yellow striped friends, we can google them – or download Nestlé’s SMART BEES app. The app is easily activated via the QR code printed on the special packaging edition of SMART BEES SMARTIES, and takes users on an augmented reality flight into the bee hive. Children can thus obtain extensive information on bees, their natural habitat, food sources and much more.
THE SMART BEES AUGMENTED REALITY APP
In keeping with the look of these busy honey-foragers, the popular chocolate drops contained in these five, giant SMARTIES rolls are now brown and yellow instead of their usual colourful array. Each roll introduces one bee character, and children can find key facts on the various types of bee on the outside of the packaging. The augmented reality app provides a wealth of information on life in the bee hive as well as ideas and practical instructions on how to build your own insect hotel, for example. The special editions will be available in stores across Germany until June.
In addition to this intelligent packaging, Nestlé has launched an extensive social media campaign on Instagram that focuses on bee protection. In parallel, the confectionery group supports the Naturefund nature conservation organisation, which is committed to creating wildflower meadows that in turn offer bees a wide range of food sources whilst providing a natural habitat.
Nestlé also aims to protect bees with its new, organic CHEERIOS cereal. By breaking into the organic segment, this classic breakfast brand aims to create a new dynamic in organic supermarkets. When it comes to conventional cereals, as of yet only a few large organic brands have been represented – an opportunity Nestlé aims to seize.
The group donates 10 cents for every package sold to support a range of measures, including building bee hotels. Photo: Nestlé
With its new, organic CHEERIOS, Nestlé simultaneously developed regional sustainability concepts in cooperation with consumers, and supports a range of initiatives, including the Deutschland summt! campaign [translates to “Germany is buzzing!”] by the Foundation for Humans and the Environment [Stiftung für Mensch und Umwelt]. The foundation uses the proceeds from organic CHEERIOS sales to build bee hotels, for example.
The packaging of the organic CHEERIOS Honey and Honey & Chocolate flavours is recyclable and equipped with the Nutri-Score voluntary nutritional value label; in this case, indicating category B. This aims to help consumers recognise that the products may be healthier than they thought.