Company news | April 19, 2023

Cloetta achieves efficient data capture for ecommerce success with Productsup

Sven Square.png

Sven van de Voorde

Product Marketing Manager

Productsup provides the confectionary manufacturer Cloetta with the ability to capture all of its product data efficiently and syndicate it according to regulatory standards

Productsup, the leading Product-to-Consumer (P2C) software company, has announced its successful collaboration with Cloetta, a leading manufacturer of confectionery brands. Leveraging Productsup’s AI data capture tool as part of its Product Guard PX offering, Cloetta gains immediate access to its most up-to-date product data, saving time and resources on this capture process.

By using the Productsup platform as a single source of truth for maintaining and improving data, Cloetta ensures only accurate data is shared with retailers and GDSN recipients through the syndication process. The platform provides assurance to Cloetta that all of its product information aligns with GS1 standards, mitigating legal risks.

“Productsup took ownership of the data quality and completeness of our portfolio, getting hundreds of products live in record time,” said Huub Klijs, Customer Marketing Manager at Cloetta. “After this smooth transition, we’re looking forward to further implementing the available solutions in our way of working while creating efficiencies in the data quality workstream.”

To capture the product data, Productsup’s platform is equipped with machine learning models that extract all relevant information from product packaging. Examples of these models include:

  • Computer vision algorithm (deep learning): Used to extract visual attributes like logos, colors, detected objects, etc
  • Named Entity Recognition (deep learning ) to extract attributes, facts, details and other information
  • Transformers (deep learning) for text block classification, which means sorting text into different groups
  • Language classification algorithms to detect the different languages
  • Rule based extractors for custom attribute extraction, which means the tool follows specific instructions to find certain information

“This collaboration is a perfect example of how our platform can be customized for each and every one of our customers,” said Willem Swinkels, Account Manager at Productsup. “By tailoring it exactly to the needs and wishes of Cloetta, we can help them eliminate the data processes that are most time-consuming for their team.”

*This partnership started between Cloetta and World of Content, which was acquired by Productsup in June 2022.

About Cloetta

Cloetta, founded in 1862, is a leading confectionary company in Northern Europe. Our products are sold in more than 50 countries worldwide with Sweden, Finland, Denmark, Norway, the Netherlands, Germany and the UK as the main markets. We own some of the strongest brands on the market, such as Läkerol, Cloetta, CandyKing, Jenkki, Kexchoklad, Malaco, Sportlife and Red Band. Cloetta has 7 production units in 5 countries and the company’s class B-shares are traded on Nasdaq Stockholm.

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