SMART AND CONNECTED PACKAGING


digital marketing identifiers like browser cookies fade, packaging itself becomes a secure and rich source of engagement data. Connected packs allow brands to understand how consumers interact with products post-purchase, enabling personalised campaigns, targeted promotions and deeper insight into consumer behaviour—a valuable asset in confectionery where impulse purchases and seasonal promotions are critical. In addition, smart packaging allows


confectionery brands to adapt more fluidly to rapidly changing consumer tastes: limited-edition runs, tailored messaging for regional tastes, and dynamic label content that can be updated without retooling entire print runs.


To wrap it up As packaging continues its transformation from static container to dynamic, data-rich interface, the confectionery sector offers a compelling glimpse into the future of smart, connected and sustainable design. What was once primarily about protection and shelf appeal is now a strategic platform for engagement, traceability, quality assurance and compliance—one that links production floors, supply chains and consumers in real time. The convergence of digital connectivity,


automation and sustainability is accelerating this shift. Connected packaging enables confectionery brands to safeguard product integrity, tell richer stories, meet tightening regulatory demands and build direct relationships with consumers long after the point of sale. At the same time, advances in manufacturing systems and smart production lines are turning these capabilities from experimental pilots into scalable, operational realities. Yet the journey toward truly intelligent


packaging is not linear. As highlighted by the inclusion of the Museum of Failure at Packaging Innovations & Empack 2026, progress is often forged through missteps, false starts and hard-earned lessons. In an industry facing intense pressure to innovate responsibly and at speed, understanding why ideas fail is as critical as celebrating technological breakthroughs. Ultimately, the future of confectionery


packaging will belong to brands and manufacturers that balance ambition with learning—embracing digital tools, sustainable materials and connected experiences, while remaining open to experimentation and iteration.


DECEMBER/JANUARY 2025/26 • KENNEDY’S CONFECTION • 57


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