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February 7, 2022

Natural Abundance launches NFT-based packaging in New Zealand

The collectable packaging is now available across an undisclosed number of Countdown stores in the country.

New Zealand-based food technology start-up Natural Abundance has launched its first non-fungible token (NFT) based physical packaging.

An NFT is a non-interchangeable unit of data stored on a blockchain that enables people to buy and sell ownership of unique digital items.

The unique token can represent photos, videos, audio and other digital files or items, with the blockchain technology establishing verified, public proof of ownership.

Natural Abundance has made a set of 200 collectable packets exclusively available across undisclosed Countdown stores in New Zealand. The packaging was rolled out for Blueberry Plant Cakes on 6 February.

Customers holding the collectable packaging will receive a free airdrop of digital NFT art minted on the Ethereum blockchain via NFT marketplace Opensea.

Natural Abundance managing director Kristina Ivanova said: “This is our first attempt to move retail to a new era of ownership and brand loyalty.

“We won’t blame you if you decide to devour our cake, but you will still have the physical asset to hold as your collectable.”

Natural Abundance’s first piece of NFT is based around the words ‘New Zealand’, which are printed across all the packets.

Each letter in the words represents a ‘unique’ and ‘globally recognised’ aspect of New Zealand culture, with some featuring hand-drawn illustrations.

With this product, Natural Abundance aimed to combine the digital NFT technology with physical packaging.

Ivanova added: “We wanted to make something special, something bigger than us and our brand.

“We wanted to reflect true New Zealand; New Zealand I fell in love with and New Zealand that reflects and portrays strong innovation and an attitude of punching above our weight globally.”

The launch comes after Natural Abundance was acquired by MILK 2.0, a technology-oriented plant-based milk company.

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