FEATURE | TRANSPARENCY other product attributes, and the landing pages are organized in a consistent format. Hershey was the first company to have its products searchable on SmartLabel. Led by the Grocery Manufacturers Association, SmartLabel is expected to have 34,000 searchable items by the end of 2017.] MOORHEAD: Brands can address consumers' top three pain points with SmartLabel's digital product pages.  Create a place where they can find all the information consumers need.  Define terms that may be confusing or vague.  Break down ingredient lists, giving definitions about lesser-known ingredients like citric acid and xanthan gum. ARCOLEO: There are governance rules; we want that consistency to SmartLabel. It's one of the few times in history where the best 104 y SHOPPER MARKETING AUGUST 2017 interests of consumers, companies and the government match up. Does SmartLabel replace a brand's own efforts? FLANNERY: No. It's very synergistic. From SmartLabel pages, you can go to a brand's proprietary site, and vice versa. MOORHEAD: Unilever integrated its SmartLabel pages to all of its brand sites. This created standardization of how product data is provided and consolidated the process of maintaining all 2,000-plus pages. ARCOLEO: Additional information and storytelling can be done on your own websites, your branded properties and your social media channels.