What should a product be able to tell you after it leaves the factory? For companies selling physical goods, that answer now goes far beyond a label. Brands need to show where an item came from, whether it is genuine, which batch it belongs to, or what should happen to it after use.
Norwegian deep tech company Kezzler, part of EIC Scaling Club’s Digital Security & Trust Group, builds software for this information layer. The software assigns unique digital identities to products, so brands can follow items through supply chains, check authenticity, prepare for transparency rules, and connect packaging to digital experiences.
In a large company, the information attached to a product is rarely stored in one place. Batch records may sit in a manufacturing system, supplier details somewhere else, while packaging and sustainability information may be handled by separate teams or partners. A simple question about one item can quickly turn into a search across several systems.
Kezzler links those records through a shared point of reference. A unique product identity can be used for traceability, authentication, recalls, regulatory disclosure, sustainability reporting, or consumer communication, depending on what the company needs to do with the item.
Founded in Oslo in 2001, Kezzler began with a strong focus on product authentication and brand protection – with the early mission statement “what we cannot trace, we cannot trust.”
Its early projects included work with the healthcare company Roche, and Kezzler later expanded into broader traceability and connected product experiences in sectors like food and beverage, consumer goods, apparel, and batteries.
Kezzler’s collaboration with the Dutch dairy company FrieslandCampina on FRISO infant formula illustrates the company’s strengths. The joint project created a “grass-to-glass” traceability journey, allowing customers to scan a product and see information about its path from dairy farms in the Netherlands to the final market.
Infant formula is a useful example because trust in the product depends closely on safety, origin, and authenticity, and even small gaps in traceability can undermine consumer confidence. The scan gives buyers access to details that would otherwise stay behind the scenes, while the brand gains a clearer way to show how the product travelled through the value chain.
Those questions now appear in other categories too. Food, apparel, batteries, cosmetics, and other regulated products have to carry clearer information about what they contain, where they come from, and how they should be handled.
In Europe, the Digital Product Passport is turning some of this work into a formal requirement. It is designed to make key product information available for sustainability, circularity, and regulatory purposes.
The Digital Product Passport Registry and testing environment went live in July 2026 to prepare for the first implementation deadline that is set for February 18, 2027, for certain types of large batteries. Companies will need records that are accurate, structured, linked to identifiers, and accessible to the right audiences.
Kezzler’s traceability solutions cover Digital Product Passports, SmartLabel, and other transparency requirements. For companies selling across markets, the work is no longer limited to a sustainability claim on a package. It moves into compliance, operations, and supply-chain management.
Kezzler’s 2025 acquisition of Scanbuy’s smart packaging and QR code consumer engagement business added a stronger consumer-facing layer to the company’s platform. The deal expanded Kezzler’s US presence and brought QR engagement capabilities into the same environment as traceability and product records.
In an interview, Kezzler Chief Product Officer Per Christian Myklebost said the combination strengthens the company’s ability to follow products “end-to-end,” while adding smart packaging and on-product consumer engagement.
The code on a package might open recycling guidance in one market, product instructions in another, or authentication information for a regulated item. The same physical package can carry different layers of information for different moments in the product journey.
Kezzler has also drawn interest from companies focused on circularity. In 2023, TOMRA acquired a 14% ownership stake in Kezzler, joining other major shareholders DNV and Investinor.
Circular systems depend on knowing what an item contains, how it has moved, and whether it can be reused, repaired, recycled, or recovered. Without reliable item-level information, sustainability claims are harder to check, and recovery systems are harder to scale.
Shoppers, recyclers, regulators, and brands do not all look for the same details. Kezzler’s digital identities are designed to keep those details linked to the item, rather than spread across documents, suppliers, and internal systems.
Kezzler’s work follows the product through the package, the code, the scan, and the information connected to it. The physical item may stay the same after it leaves the factory, but the record around it often needs to be updated, shared, or adapted for different uses.
For brands, this changes how product information is managed. Labels have switched from something that’s only printed and fixed in place once to a more dynamic space. The same information may later be needed by a retailer, a regulator, a consumer, or a recovery partner.
Kezzler’s role is to make that information easier to attach to a product, keep with it, and use throughout its lifecycle.
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