INTERACTIVE PACKAGING
able to hold. A traditional barcode carries a single product number. A GS1powered QR code is able to link to a web address that can carry and update, far more information – batch numbers, use-by dates, allergens, provenance and recycling guidance, for example. Critically, one 2D code is able to do two jobs. It can scan at the checkout in the same way as a traditional barcode, but it can also open a digital experience when a consumer scans it with a smart device such as a phone. For confectionery manufacturers this matters because every milimetre of packaging space counts. “Digital connections can provide access to more detail without trying to force everything onto the pack. They complement the information that legally needs to remain there while giving brands more flexibility to engage, inform and build loyalty,” explains Camilla Young, Programme Lead for the next generation of barcodes at GS1 UK. “There are operational benefits too. Better use of batch and date information can improve traceability, enable more targeted recalls and help businesses manage stock. For products with a limited shelf life, it can also support efforts to reduce waste.” Camilla argued that transition to next
generation barcodes is already moving from trials into everyday retail use, but businesses do not need to solve every use case immediately. Her advice? Start by identifying the problem you want the technology to solve, whether that is consumer engagement, richer product information, improved traceability or a combination of these. “The challenge is rarely generating
the code itself. It is agreeing its purpose, managing the information behind it and ensuring it can be printed and scanned reliably. Confectionery packaging can be small, curved, flexible or reflective, so businesses must test codes on the finished product, at production speed and wherever they are expected to be scanned.”
Bridging the gap Brands have been experimenting with connected packaging for over a decade and the use cases are proven according to Eddy Peters, Managing Director at
io.tt a provider of a Connected Experiences platform that can help brands bridge the gap between their physical and digital presence using QR and Near Field Communication (NFC). He says: “We have seen it deliver brand protection, supply chain traceability and real consumer engagement through the creation of promotions that hit marketing objectives while capturing first-party data, product
AUGUST/SEPTEMBER 2026 • KENNEDY’S CONFECTION • 53
IT’S NO LONGER A QR CODE WITH AN EXPERIENCE
ATTACHED; IT CAN PROVIDE BRANDS WITH A DIRECT AND ONGOING TOUCHPOINT IN THE CONSUMER JOURNEY
compliant codes for Twinings to allow a single code to work for the retailer, the shopper and the brand. For confectionery and bakery brands in particular, it could offer a channel they already own – on every pack, in every store, and with no media budget attached.” Making the scan worth it
utility that gives people a reason to come back, and loyalty programmes that lift repeat purchase.” Today, QR codes powered by GS1, are driving the biggest shift in packaging in 50 years, one that Eddy believes will affect every consumer product on the shelf. “This isn’t just a regulatory change,” he said. “For the first time, the same code used at the checkout can also be scanned by a consumer on their smartphone. This significantly expands what a product pack can do.”
io.tt is helping brand owners get ready
for that shift, and to turn what might look like an obligatory compliance workstream into an opportunity – a chance to better understand who actually buys and consumes their products, and to build a direct relationship with these consumers. “We are already doing this at scale,” continues Eddy. “We are rolling out GS1-
Offering his view of connected packaging, Dale Harper, Head of Design at
io.tt, said: “For me it’s about seeing the code as more than just a scan. It’s no longer a QR code with an experience attached; it can provide brands with a direct and ongoing touchpoint in the consumer journey. The code is simply the gateway. The habit is already there, we are seeing around 41% of people scan QR codes several times a week, so this is now becoming part of daily life for consumers today and is no longer a novelty.” Dale went on to say that the brands
getting it right are those that don’t treat the code simply as being a box to tick. “A connected pack isn’t a campaign, it’s an always-on touchpoint. It needs to work on day one and on day three hundred.” His advice to any brand starting out is to audit what you’ve already got. “Scan the codes on your own packs and, honestly, most of the time you will find a broken link or a redirect to a homepage, not something designed with the care that went into the rest of the pack, and this needs to be rectified. For confectionery and bakery – where brands typically have real personality and constant hooks around gifting, seasonal launches and new products – closing this gap is where I believe the true value of connected packaging will lie.”
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