SMART PACKAGING
IT’S TIME TO UP YOUR
GAME
Suzanne Callander explores the growing interest in smart packaging technologies, and what they have to offer confectionery manufacturers.
A
battle is raging in the confectionery world, according to Greg Brooks, Chief Marketing Officer at SharpEnd, a
connected experience provider for business solutions. “On the one hand, there is more demand for dietary information on pack to help reduce obesity and there is a growing need to tell a story amidst increasing competition. And, on the other hand, there is increasing pressure to reduce packaging for environmental reasons.” Greg pointed out that smart packaging
allows for the creation of compelling and easy to read content about every ingredient in a product. Consumers are able to read this information in their own time and can use it to make better informed purchasing decisions. “Rather than a basic traffic light system showing levels of fat, sugars, and salt and
common allergens – with smart packaging brands are now able to go beyond this, covering far more detailed allergen information, as well as proper storytelling on the nutritional value of the ingredients and how they should be included as part of a healthy lifestyle,” he says. “This not only helps to align brands with regulations and planned initiatives – such as WHO and EU guidelines and the NHS 10 Year Plan – but, by adding traceability and sourcing information it is possible to prepare your brand for Digital Product Passports (DPPs) when they arrive for food items.”
Storytelling and promotions Today, the confectionery market is more competitive than ever, with the top 10 companies in the industry only accounting for 37% of product launches globally – and with challenger brands popping up daily.
48 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025 Greg cited brands like Tony’s
Chocolonely as providing a great example of how storytelling can help drive sales, but with traditional marketing channels such as paid social and search becoming more expensive – there is now a lot of pressure on a small wrapper to tell a big story.
Smart packaging overcomes these challenges, enabling compelling experiences to be created, allowing consumers to explore a brand’s history through videos, or even take a virtual tour of a cocoa farm using augmented reality. And, if a brand is running a specific promotion, the information can change based on the product, time, or location if dynamic QR codes are employed on packaging.
No constraints Whilst a confectionery product and its
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