GS1 Singapore has launched a sourcing app for shoppers allowing then to trace the origins of products from their barcodes.

The app will go a long way towards addressing growing consumer concerns within Asia as to the authenticity and safety of products on store shelves, especially foods.

GS1 launched the app, called Authenticateit, in collaboration with AuthenticateIT (AIT), an Australian tech firm, at the 2015 GSI Asia Pacific Forum.

It is available for free download on the Apple and Google Play app store.

GS1 Singapore CEO Liew Wai Leong said the solution will benefit brand owners and consumers alike.

“Consumers will be assured of the authenticity and supply traceability of the product, and brand owners can ride on this faith to build consumer trust and further boost their brand image.”

GS1 standards give a common language to identify, capture and share supply chain data. This supply chain standards system serves close to 2 million companies across 150 countries globally.

GS1 Singapore is a member organisation of GS1 Global and one of the Centres of Excellence under the Singapore Manufacturing Federation.