SMART PACKAGING
production to retail – and can transform packaging into an interactive experience, allowing consumers to access product information, promotions, and even loyalty programs with a simple tap of their smartphone. NFC tags are also able to collect valuable
data about consumer behaviour, such as which products are being scanned, where and when they are being scanned, and what information is being accessed. This data can be used to gain insights into consumer preferences, optimise marketing campaigns, and improve product development. Finally, NFC technology can also be used to help streamline internal operations, such as inventory management, quality control, and logistics.
The power of GS1 Going into more depth about the benefits of 2D barcodes, Nigel Allen, Marketing Manager 2D Codes at Domino Printing Sciences, explained that the main difference between 2D codes and linear
A global standards organisation, GS1 has WHILST A CONFECTIONERY
PRODUCT AND ITS PACKAGING WILL ALWAYS BE CONFINED BY ITS STATIC, PHYSICAL NATURE – SMART PACKAGING IS NOT
barcodes is that 2D codes – such as QR codes – can hold significantly more data, and can also usually be read by smartphones without the use of a specialist app. “In addition to freeing up label space for more innovative packaging designs and consumer marketing material, brands using 2D codes can also make use of additional data capabilities,” he says.
50 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025
developed a new standard to help brands migrate from linear barcodes to QR codes powered by GS1. “While linear barcodes contain just a standard GSI product ID, also known as the GTIN, QR codes powered by GS1 hold additional GS1 identifiers such as product lot, batch, and serial numbers, which act as a link to digital content tailored to the exact product in your hand,” continues Nigel. While standard QR codes link to one static webpage, QR codes powered by GS1 are able to connect to multiple different web addresses depending on the device or application used to scan the code.” In this way, QR codes powered by GS1 can facilitate data sharing in everything from shipping and logistics to aftersales support, consumer marketing, and end-of-life management. Data that facilitates the identification
of products down to the batch level can provide significant benefits for brands – not least of these benefits is the ability to manage ingredient changes, product
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