Connected packaging is revolutionising the food industry by turning traditional packaging into interactive, data-rich touchpoints that engage consumers and streamline operations.
With 89% of companies adopting connected technologies, smart packaging—particularly QR codes—is becoming a cornerstone of modern food retail and manufacturing.
QR codes: enhancing supply chain transparency
QR codes are increasingly used to improve traceability in the food supply chain. For instance, Knorr implemented unique QR codes on each seasoning packet, linking to detailed information about ingredient origins and production processes.
This initiative not only boosted consumer trust but also helped the brand regain market share despite aggressive competitor pricing.
These codes enable real-time tracking of products from farm to fork, providing consumers with clear information about where their food comes from.
This transparency is increasingly important as consumers demand more insight into the sourcing and sustainability of their food.
QR codes: improving allergen safety
Allergen safety is a critical concern in the food industry. Mislabelled or unclear packaging can lead to allergic reactions, with over half of individuals with food allergies in the UK reporting such incidents.
Next-generation QR codes aim to reduce these risks by providing consumers with immediate access to detailed allergen information, enhancing safety and confidence in food products.
These QR codes can link to dynamic content that highlights allergen warnings and provides real-time updates, ensuring that consumers are well-informed about the products they are purchasing.
QR codes: connecting with consumers
Beyond functionality, QR codes offer a direct line to consumers, transforming packaging into a dynamic communication tool. Brands can use QR codes to share recipes, sustainability stories, and product information, creating a deeper connection with their audience.
For example, Tesco has begun trialling GS1 QR codes in select UK stores, providing instant access to accurate, real-time data from the supply chain to the shelf.
This approach not only enhances the consumer experience but also builds brand loyalty by offering value-added content and fostering transparency.
The future of connected packaging
The adoption of connected packaging is expected to continue growing, driven by consumer demand for transparency, sustainability, and enhanced engagement.
As technology advances, we can anticipate even more innovative uses for smart packaging, including integration with augmented reality, personalised nutrition information, and seamless e-commerce experiences.
For businesses, embracing connected packaging offers a competitive edge by improving operational efficiency, ensuring compliance with evolving regulations, and building stronger relationships with consumers.
In summary, connected packaging is not just a trend but a transformative shift in the food industry, offering benefits that extend from supply chain optimisation to enhanced consumer engagement.
