Successful data capture collaboration between Cloetta and World of Content in full swing

Sven van de Voorde
Sven van de Voorde


World of Content provides the confectionary manufacturer Cloetta with the ability to capture all of its product data efficiently and syndicate it according to regulatory standards.

World of Content, a Productsup company, has announced its successful collaboration with Cloetta, a leading manufacturer of confectionary brands. Leveraging the World of Content AI Data Capture tool, Cloetta gains immediate access to its most up-to-date product data, saving time and resources on this capture process.

By using the World of Content platform as a single source of truth for maintaining and improving data, Cloetta ensures only accurate data is shared with retailers and GDSN recipients through the syndication process. The platform provides assurance to Cloetta that all of its product information aligns with GS1 standards, mitigating legal risks.

Huub Klijs, Customer Marketing Manager at Cloetta: “World of Content took ownership of the data quality and completeness of our portfolio, getting hundreds of products live in record time. After this smooth transition, we’re looking forward to further implementing the available solutions in our way of working while creating efficiencies in the data quality workstream.”

To capture the product data, World of Content’s platform is equipped with machine learning models that extract all relevant information from product packaging. Examples of these models include: 

  • Computer vision algorithm (deep learning): Used to extract visual attributes like logos, colors, detected objects, etc
  • Named Entity Recognition (deep learning ) to extract attributes, facts, details and other information
  • Transformers (deep learning) for text block classification, which means sorting text into different groups
  • Language classification algorithms to detect the different languages
  • Rule based extractors for custom attribute extraction, which means the tool follows specific instructions to find certain information

“This collaboration is a perfect example of how our platform can be customized for each and every one of our customers,” said Willem Swinkels, Account Manager at World of Content. “By tailoring it exactly to the needs and wishes of Cloetta, we can help them eliminate the data processes that are most time-consuming for their team.”

About Cloetta

Cloetta, founded in 1862, is a leading confectionary company in Northern Europe. Our products are sold in more than 50 countries worldwide with Sweden, Finland, Denmark, Norway, the Netherlands, Germany and the UK as the main markets. We own some of the strongest brands on the market, such as Läkerol, Cloetta, CandyKing, Jenkki, Kexchoklad, Malaco, Sportlife and Red Band. Cloetta has 7 production units in 5 countries and the company’s class B-shares are traded on Nasdaq Stockholm.

About World of Content

World of Content, a Productsup company, powers e-commerce through smart content management services. Driven by innovation, the platform offers more usability, flexibility and speed in managing product content than any conventional provider. As a GS1 certified company working with over 1,500 brands and retailers, World of Content enables efficient and secure content recognition, content segmentation and product storytelling. Companies can automatically deliver perfect content tailored to individual customers worldwide.

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