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April 19, 2016

Finland’s packaging start-up Magic Add acquires funding and partners

Finnish start-up Magic Add has acquired funding and partners to create an international network of suppliers and customers.

Finnish start-up Magic Add has acquired funding and partners to create an international network of suppliers and customers.

The company has raised $250,000 in angel funding for the Internet of Packaging (IoP) programme.

Magic Add is working in partnership with global food packaging specialist Huhtamaki on digitalised applications for foodservice packaging, and has entered cooperative agreements with other international companies.

Under the terms of the agreement, the company’s packaging will contain unique codes that enhance logistics and ensure the authenticity of products.

"Magic Add specialises in cost-efficient, high-volume smart packaging, making it the cheapest and most effective way of embedding intelligence in packages."

Launched in 2011, Magic Add’s technology embeds coding into packaging, which can capture data along the supply chain and provide information to customers.

The codes will inform consumers about the products’ chain of production, contents, and freshness.

Magic Add president and CEO Samuli Manninen said: "Magic Add specialises in cost-efficient, high-volume smart packaging, making it the cheapest and most effective way of embedding intelligence in packages."

With around 16,700 employees, Huhtamaki operates a network of 69 manufacturing units and 23 sales offices in 34 countries.

Magic Add provides applications in advertising, logistics, and process optimisation.

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