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The latest trend in the food packaging industry is the rapid adoption of smart and sustainable packaging solutions driven by consumer preferences and regulatory pressures. Companies are increasingly integrating digital features such as QR codes and NFC technology into packaging, creating interactive experiences that enhance consumer engagement while providing valuable data on preferences and purchasing behavior.
For instance, in October 2023, Appetite Creative, in collaboration with Tetra Pak, launched interactive smart packaging for Rauch’s winter-themed fruit juice range. The packaging, featuring a QR code, links to a web app offering personalized drink recommendations and festive cocktail recipes. This connected experience helps the brand gather consumer data to enhance engagement and loyalty.