Kezzler Expands Industry Leadership with Acquisition of Scanbuy

by Henrikke Sylte

Kezzler, a global leader in traceability innovation and digital product experiences, has today significantly strengthened its global footprint and expanded its product offering with the acquisition of Scanbuy’s Smart Packaging and QR Code consumer engagement business. Scanbuy’s customers will now have access to Kezzler’s world-class traceability platform, enabling them to meet the growing demand for increased product transparency, traceability, and disclosure. Organizations will benefit from unmatched end-to-end enterprise-class solutions, that address value chain traceability, US FSMA 204 adherence, the EU Digital Product Passport, EUDR and ePIL compliance, as well as enhanced consumer engagement.

The acquisition comes at a pivotal moment when product transparency, traceability, and disclosure have shifted from optional to essential imperatives for consumers, regulators, and businesses worldwide, especially in Apparel, Retail, Food & Beverage, Health, and CPG sectors.

Serving a wide range of multinationals

The combined business, operating out of the US, Europe, and Asia, will serve a wide range of multinationals such as PepsiCo, Bimbo Bakeries, Kellanova, Reckitt, Mondelez, Migros, DeCA, ENI, Gerber Products Company and United Parcel Service.

Key benefits to customers and the industry

→Enhanced Solutions: The acquisition brings together Kezzler’s cutting-edge digital ID and traceability platform with Scanbuy’s advanced smart packaging technology and consumer engagement solutions.

→Expanded Resources: Kezzler and Scanbuy customers will benefit from increased R&D investment, a robust customer support network, and innovative technologies tailored to meet growing industry requirements and compliance, regardless of territory.

→Stronger Global Footprint: The collective expertise of both companies creates a stronger, single solution partner for customers with global reach, localised support and broader market access.

“This acquisition aligns the expertise of two pioneering companies, positioning us to redefine what’s possible in product transparency and traceability,” said Christine C. Akselsen, CEO of Kezzler. “Uniting Kezzler and the Scanbuy smart packaging footprint is extremely powerful, unlocking the opportunity to combine smart packaging and SmartLabels, already in use across 100,000 product lines in the US alone, with our capabilities to collect, structure, and share product traceability data at massive scale.”

Scanbuy’s General Manager, Maryann Moschides, and VP of Product & Innovation, Didier Frantz, will lead the acquired business as part of Kezzler, ensuring a seamless transition and driving continued industry leadership.

“Joining forces with Kezzler expands our existing smart packaging solutions with exceptional traceability and authentication technologies that our clients expect,” added Maryann Moschides. “The untapped potential in combining valuable real estate on packaging with digital product information and meaningful consumer engagement is vast. Together, we deepen our impact to meet the evolving needs of our clients.”

The acquisition, structured as a carve-out, is a cash transaction funded by Kezzler’s long-term shareholders, including industrial giants Det Norske Veritas (DNV) and TOMRA, the Norwegian Government’s investment fund Investinor, and Kezzler Chairman and famed entrepreneur Erik Langaker.  Scanbuy’s data AI business, will continue to operate independently under a new brand.

Comments from key stakeholders:

“This acquisition underscores our commitment to staying at the forefront of innovation in traceability and digital product solutions, particularly as regulators and consumers alike begin to take for granted full transparency in the value chain. With the combined strengths of Kezzler and Scanbuy’s Smart Packaging and consumer engagement solutions, we are uniquely equipped to deliver unmatched value to stakeholders navigating these evolving challenges. We are confident that our combined solutions will empower brands to build trust, ensure customers get what they pay for, and support sustainability goals with honesty and accountability,” said Erik Langaker, Chairman of the Kezzler Board.

“Scanbuy was a pioneer and innovator in smart packaging and QR engagement, helping the world’s leading brands create meaningful digital experiences. With Kezzler, this legacy of innovation will expand even further, unlocking powerful new solutions for transparency, engagement, and compliance in a rapidly evolving global marketplace.”, commented Avi Chai Outmezguine, CEO, Scanbuy.

Founded in 2001, Kezzler is an international Norwegian technology company specializing in value-chain traceability and digital consumer engagement. With over two decades of experience, Kezzler’s proprietary Product Traceability Platform powers billions of digital identities annually, enabling regulatory compliance, operational transparency, and enhanced consumer interaction. The Kezzler platform serves global businesses and brands in FMCG, CPG, Apparel, Industrial, and Pharma across Europe, the US, and APAC. Privately held, Kezzler’s shareholders include TOMRA, DNV, and Investinor. Headquartered in Oslo, Kezzler operates out of the UK, Belgium, the US, Singapore, India, and China.


Scanbuy is an industry leader providing retailers, brands, and agencies worldwide with smart packaging and consumer engagement technology solutions and services that align with digital marketing shifts, global regulatory changes, product traceability requirements, sustainability concerns, and, most importantly, the ever-changing consumer behavior demands. Scanbuy continues to be the QR Code provider of choice by enterprises around the globe to deliver engagement from the physical to the digital, whether on products, packaging, marketing materials, in-store, commercials, OOH, and so much more. For more information on Scanbuy’s entire family of products, visit scanbuy.com.