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Digital brand engagement

Jun 2023

Brands are starting to embrace the full potential of consumer connections by enhancing real life with digital experiences. New F&B packaging launches show that brands are willing to engage consumers with digital technologies such as QR codes. Consumers can scan the codes and get advice about various diet and wellness needs and receive information about the brand’s environmental sustainability credentials.

Nestle
Walker's
Nadia & Merijn’s
Häagen-Dazs
Cadbury
Swiss Miss
Carmencita
Cono Sur Bicicleta
Belazu
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 Nestle Go Free Gluten Free Honey Nut Flakes (UK)

  • Gluten-free flakes of toasted corn with honey, chopped peanuts, and fortified with vitamins, in a 350g flat plastic pouch held in a carton folded box. 
  • Green Dot Certified. Recyclable packaging.
  • For more information on how to live well gluten-free, scan the QR code.
Product launches in the ready meal subcategory are gaining ground globally with +1% growth between 2018-2022 (CAGR). The leading packaging type for ready meals is a Standard Tray. There is a surge of growth in ready meal launches packed in a Pot which have had an +115% growth in the last five years. Plastic – Not Specified is the leading material for ready meal launches, but there has been a +15% growth in Glass packaging used for ready meals in the last five years. Furthermore, Recyclable is the leading environmental claim.
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Brands are exploring possibilities to reduce plastic in packaging and are replacing it with fiber-based packaging solutions to maintain lightweight and functional packaging credentials. Product trends show that brands focus on packaging recyclability and environmental impact reduction.
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According to Innova Market Insights, reusable and refillable packaging is increasingly gaining consumer popularity as a way to reduce waste and conserve resources. F&B companies are adopting reusable containers and refillable systems for bulky products, refillable bottles and reusable F&B takeout containers.
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Fruit and vegetables play a key role in consumers’ daily nutrition intake for a healthy lifestyle and the increased demand for fresh and healthy produce has led to a surge in innovative packaging solutions. From biodegradable materials to modified atmosphere packaging, the trend toward environmental sustainability and shelf life preservation has been driving packaging tech development.
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Climate change and global warming continue to be a threat to the planet’s ecosystem. As previously reported by Packaginginsights.com, researchers flagged that plastic debris leads to additional challenges to arctic ecosystems, which are already overly burdened by climate change. Globally, brands are making an effort to tackle climate change by adding reduced carbon emission claims to packaging and emphasizing the issue with product designs and scannable QR codes for improved consumer information.
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Companies are increasingly looking for support with digital printing designs, wanting to attract new consumers in different regions. Packaging and digital printing are tools brands can use to tell their story and stand out to the consumer. Bright colors, vivid graphics, and a playful layout are design concepts that can make a product more captivating on the shelf and appeal to different audiences. Other trends in new product launches include photographic elements, retro-styled coloring and artistic ingredient illustrations.
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