Mars Food’s brand Uncle Ben’s partners with food platform Innit

Mars Food brand Uncle Ben’s is set to collaborate with connected food platform Innit to serve content such as ingredient lists, nutrition advice and informational cooking videos through Google Lens.

By leveraging Google Lens, a visual search tool that uses computer vision technology and artificial intelligence (AI), Uncle Ben’s will connect helpful digital information to physical products.

Mars Food and Multisales global president Fiona Dawson said: “Purpose is at the heart of Mars Food and we are driven by delivering better food today for a better world tomorrow.

“Working with Google and Innit, we have created a powerful new way to help consumers navigate the journey from store-shelf to dinner plate, all while enabling families to enjoy the benefits of cooking together.”

The company added that the partnership will help families to minimise the time spent purchasing food products, with the information and recommendations provided by the application to the consumer whenever they need it.

As part of the initiative, Uncle Ben’s will launch products featuring Google Lens stickers this month to encourage consumers to use Lens on the product.

The company noted that consumers can receive dynamic content about their products, including Uncle Ben’s Ready Rice by using Google Lens.

Innit founder Eugenio Minvielle said: “Innit was founded on the principle of unlocking information within the food and using it to empower people to live and eat better.

“We’re proud to work with Google and Mars Food to create a new way of engaging with food, helping consumers along every step in the journey.”

By calculating a personalised score for each product based on its fit for the user, Innit will help to make healthy choices and find the best products.