Tetra Pak introduces smart packaging in India
Tetra Pak has introduced dynamic QR codes for liquid food packaging in India, which embeds every pack with a unique identity, allowing interaction between manufacturers, brand owners and consumers throughout the lifecycle of the pack.
03 Nov 2018 | By Abhishek Muralidharan
Ashutosh Manohar, managing director, Tetra Pak South Asia, said, “With the rising number of smartphones and internet penetration in the country, India provides a perfect opportunity for smart packaging technology that uses dynamic QR codes. While food safety and traceability, plant productivity and consumer engagement are the most obvious benefits, this technology can be used for many other benefits like sharing information about recycling, what happens to the carton after use etc. The possibilities are endless.”
According to TetraPak, brands will be able to deploy this “revolutionary technology” to not just engage with consumers in a unique and personalised way, but also to understand consumption patterns and unearth deeper consumer insights.
For consumers, this technology allows potential use of augmented reality, real-time promotions, downloadable content and more, making it a more exciting experience.
“Smart Packaging will not only make the packaging more interactive and act as a medium to create conversations. It will also allow brands to trace each package throughout its lifecycle – from production, through the supply chain, all the way to the consumers, gathering valuable insights along the way, thereby making this a truly transformational technology,” added Manohar.
India will be one of three Tetra Pak markets in the world to have unique PICCO printing technology for printing dynamic QR Codes
TetraPak is set to pilot this technology with two leading F&B brands over the next two to three months.