“The collaboration with UNO delivered a unique brand experience by having compelling packaging for customers to engage with during the promotion, while reminding our customers of the unique, flame-grilled flavour at Hungry Jack’s.”7
-Luke Pavan, Marketing Director, Hungry Jack’s
Intelligent packaging goes a step further, where the material itself has added functionality. Technology has developed to allow the use of sensors to detect the freshness or temperature of a package’s contents8.
Intelligent packaging is also diversifying to a new branch of ‘active packaging’, where the package itself interacts with its contents. For example, sensors may indicate that a product’s freshness has been compromised, and the active packaging can then release antimicrobial agents to prevent bacterial growth through either integration with the packaging material itself, or something which is added as an insert9.