As part of the partnership, IRI will add Label Insight’s CPG attributes to its technology platform, allowing it to measure sales performance and shopper behaviour across ingredient and product labelling attributes, such as ‘gluten-free’ and ‘clean label’.

The deal will also link the attribute data with IRI’s point-of-sale and purchase data, which is based on shopper loyalty cards.

Robert Tomei, president of market and shopper intelligence, IRI, said: "IRI’s partnership with an expert in ingredient-level attributes enhances our Liquid Data platform by informing stronger and more specific insights and enabling brands and merchants to capitalise on emerging opportunities."

Ronak Sheth, chief executive officer, Label Insight, added that the partnership would help CPG companies and retailers drive growth by "better meeting consumers’ demands for nutrition label transparency".