SMART PACKAGING
quickly and easily and can highlight any allergen warnings. It is important not to lose sight of the
fact that the packaging itself must also be fit-for-purpose. A damaged, unscannable QR code could lead to customer frustration, which is one of the reasons why Dave recommends In-Mould Labelling (IML). “With IML, the label is ‘baked-in’ to the packaging as part of the manufacturing process. It’s a high-resolution print that’s also extremely durable, so the QR code will not peel, scratch or fall off like a paper label could.” Anti-counterfeiting measures
While counterfeiting has traditionally been thought of as only being a problem for more costly consumer products, there has been a steep rise of counterfeiting issues within the confectionery industry in recent years. Not only do brands risk losing out on the associated revenues of these fakes, but Greg highlighted that there can be significant brand damage when consumers realise they’ve been a victim of a scam. Research has found that 66% of consumers say they would stop buying from a brand if they discovered they had
AS BRANDS SEEK TO ENHANCE THEIR SUPPLY CHAIN VISIBILITY NOW IS THE TIME TO START THINKING ABOUT MIGRATING FROM LINEAR BARCODES TO QR CODES POWERED BY GS1
Smart packaging in action Several confectionery brands are already experimenting with intelligent packaging to enhance consumer engagement, provide transparency and improve accessibility. Cadbury, for example, has used unique QR
codes on its Milk Tray ‘Share the Love’ campaign to let gift-givers record personalised video messages for recipients, blending tradition with digital interaction. In a separate UK pilot, Mondelez added QR links to Cadbury, Oreo and Barny packs, directing shoppers to its ‘SnackingRight’ platform to receive sustainability updates, mindful snacking tips and local recycling advice. Nestlé has trialled enhanced QR codes on
been sold a counterfeit version. SharpEnd has helped a well-known
luxury chocolate brand with this problem by implementing an authentication step – made possible using serialised QR codes and cryptographic NFC tags that cross referenced with the organisations Product Information Management (PIM) system. This helped protect both the brand, and consumer health.
its KitKat and Quality Street brands to make product information accessible to blind and partially sighted consumers, while earlier KitKat campaigns linked codes to curated YouTube content for light-hearted brand engagement. Hershey has embedded SmartLabel QR
codes across products such as Kisses to provide extended ingredient, allergen and nutritional details, while Mars Wrigley took a creative approach with a Skittles Pride Pack, using QR to unlock an augmented-reality ‘World’s Biggest Rainbow’ experience and direct consumers to LGBTQ+ resources and donation opportunities.
52 • KENNEDY’S CONFECTION • AUGUST/SEPTEMBER 2025
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