Laser marks replaces labels on the organic avocados and sweet potatoes in stores in Malmö

Swedish supermarket chain ICA experiments with ‘natural branding,’ a process that uses low-energy carbon dioxide lasers to remove the pigment from the outer skins of fruits and vegetables.

Skåne is one of the most developed regions in the world with rising demand of high-tech shopping experience by residents, especially in Malmö – where laser marks have replaced labels on the organic avocados and sweet potatoes.

The laser beams create labels with information about product’s name, country of origin and code number.

  • Swedish supermarket chain ICA started experiments with laser labels on fruits
  • Tattoo-like labels on the skin of the fruit with data trackable features
  • Product’s name, country of origin and code number is etched into its skin

New technique

If the experiments becomes successful, ICA, will introduce to its 1,350 stores across Sweden. This technique hopes to cut down on the stickers and packaging it now uses to identify its organic produce.

‘It’s a new technique, and we are searching for a smarter way of branding our products due to the fact that we think we have too much unnecessary plastic material or packaging material on our products,’ Peter Hagg, the chain’s senior manager for fruits and vegetables told AP.

Future Plans

The store ICA decided to experiment with sweet potatoes and avocados because their peels are not typically eaten and have a tendency to shed the stickers normally used to brand produce.

Next, branded broccoli and engraved eggplants may be on the list.

In the future ICA plans to test laser-marking melons plus some items with consumable skins to gauge consumer reaction.

The store claims lasers has no negative effects on the fruit and vegetables.

‘It’s very delicate. Because the mark is not going through the skin in any way, it doesn’t affect the quality or taste of the product, Peter Hagg told AP.