The GS1 GoScan application was launched in Australia on Friday, bringing the latest electronic transaction facilities to Australian and New Zealand retailers.

The application gives individual customers the ability to scan barcodes in store, opening the way for a new generation of transactions, stock control and data analysis.

A joint project by the Australian Food and Grocery Council and the barcode standards body GS1, the new system allows for in depth information services and label support as well as facilitating fully electronic check-out free transactions.

AFGC chief executive Kate Carnell said industry has worked closely with GS1 Australia to develop and test this innovative bar code scanning technology to deliver a global food safety culture and provide more product information for consumers.

“Extended labelling for food products has been successfully trialled and has now become a reality in Australia – we are now calling on industry to get behind this system and, from today, upload their data,” Carnell said.

GS1 Australia CEO Maria Palazzolo put out a call to action to food manufacturers to populate the GS1net database with their product information.

“We need industry’s support to make Extended Labelling a success. This issue not only concerns the protection of consumers – it is the protection of our children and families.

“GS1 Australia is a trusted source of Extended Labelling data from all manufacturers and suppliers in Australia. Commit to your customers, work with us and together we can deliver a global food safety culture.”

Palazzolo said the recent Blewett Labelling Review report identified an increasing demand for labels to contain more information. “Demand is increasing for government to take a more strategic approach to food labelling policy. Label space is highly contested with competing pressures from consumers and food suppliers. The battle for label space has intensified,” Palazzolo said.

New Zealand Food and Grocery Council's Katherine Rich told foodnews, "GoScan is an exciting development for food manufacturers and shoppers. If it’s well supported by companies then it will be a useful source of product information for shoppers either while they are shopping or at home when they have more time to seek information.

It will mean that firms can share extra information with consumers that they can’t currently fit onto a label.

"While the project has kicked off in Australia, it will be able to be used here in New Zealand too," she added.

GoScan is currently available for iPhones, with applications for other handheld communicators due out soon.