Rigid plastics packaging specialist Amcor and serialisation business services provider Kezzler have partnered to provide advanced packaging serialisation for anti-counterfeiting solutions.

Under the partnership, the companies will develop new MaXQ solution that offers unique identification codes to brand owners.

Kezzler generates more than one billion MaXQ codes in QR, alphanumeric or barcode formats every minute and Amcor prints the codes at industrial speed.

The dynamic codes are activated by brand owners and can be managed using Kezzler’s technology platform.

"MaXQ makes every user’s experience personalised, motivating the consumer to continuously interact with the brand."

Printed on every pack, the codes that are integrated with customers’ existing packaging supply chain can be used for digital consumer engagement, anti-counterfeiting, track and trace, and other activations.

The brand owners can check if a product is authentic or fake by reading the serialized code on the pack using a smartphone, or sent via SMS.

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Amcor Flexibles Europe and America marketing and R&D vice-president Marco Hilty said: "Standard QR codes on packaging are static and provide very little dynamic content. The same code is printed on millions of packs and will in most cases just take the consumer to a static webpage.

"MaXQ codes make each pack unique and offer the consumer relevant applications and real value that can be collected and experienced with each pack scanned. MaXQ makes every user’s experience personalised, motivating the consumer to continuously interact with the brand."

MaXQ is available across Amcor’s portfolio of flexible and rigid plastic packaging for the food, beverage, healthcare, home and personal care and tobacco industries.