The trend of QR codes is also becoming more popular as a tool for educating consumers about the product and
brand or finding more information about the product’s origin, ingredients and sustainability practices. Brands can also utilise smart packaging technologies that incorporate sensors or other features that provide consumers with further information about the product.
In addition to providing an interactive experience, leading brands are using technology to communicate key sustainability messages to their customers. For instance, a QR code on the packaging can direct consumers to more information about the company’s sustainability strategy or roadmap to achieve 2025 national packaging targets.
It’s for everyone
Another important aspect of intelligent and active packaging is accessibility, utilising technologies that allow for inclusivity, considering ranging abilities, languages, cultures, age, gender and more.
Brands that make it easy for everyone to access their products understand the product’s purpose/usage and connect
with their brand will remain ahead of their competitors. For example, in 2020, for World Sight Day, Kellogg’s partnered with the Royal National Institute of Blind People to create Coco Pops boxes designed to assist blind and partially sighted people. The boxes featured a code that, when scanned, played back printed on-pack information.
Intelligent and active packaging is a trend that offers brands the opportunity to create enhanced customer experiences, strong brand connections and trust. By utilising technology, brands can communicate their key messages to consumers, educate them about their products and remain competitive. As the industry continues
to evolve, the potential for innovative packaging solutions is endless, and it is essential for brands to stay ahead of the curve to meet the ever-changing needs of consumers