Page 29 - Food&Drink March 2022

PACKAGING & LABELLING
RIGHT: F Whitlock & Sons used AR to create an escape room game.
BELOW: For Perfection Fresh, smart packaging enables better communication with consumers.
BOTTOM RIGHT: Skittles Pride Pack features an AR code that shares information from its charity partner Minus18.
own iconic rainbow to the rainbow Pride flag,
For its F Whitlock & Sons brand, Kraft Heinz – with Because Creative Experiences and Unbnd – promised to take customers “further out of the ordinary” with the launch of an immersive, gamified Web AR Portal adventure.
Inspired by the classic escape room format, the experience centres around the tales of Whitlock’s hero characters, Chip the Chipotle Pepper and Oscar and Rojo, the Fuego Chilli Beans.
Users are taken on a series of challenges with interactive objects to obtain, clues to find, and rewards to claim. There is prize money, merchandise, cooking recipes, or products within Whitlock’s new range for customers to win.
For Perfection Fresh, its immersive and interactive web-based AR experience was about educating consumers on the company’s specialised farming environments that are integral to growing its quality fresh produce.
The interactive map gives viewers four areas to explore around Australia, showing which climate works best for what crop, as well as how the produce is harvested.
The AR experience, activated via QR code and also developed by The Live Agency in collaboration with Unbnd, offers a range of options including recipe inspiration, information on taste and flavour, storage tips on keeping produce fresher for longer, taste pairings, and health and nutritional information.
delivering supply chain transparency, product authentication, proof of provenance, consumer engagement, and more recently, Covid-19 clearance.
Macka’s Australian Black Angus Beef found itself competing against a fake version of its product in Asia, which was being sold at a lower price. It was the catalyst for Macka’s to find a paddock to plate track and trace solution.
The company opted for a blockchain-enabled smart labelling platform from Australian company Aglive, which provides digital encrypted end-to-end data verification.
By placing the QR code-style label on its product, Macka’s was able to track each product every step of the way via a smartphone-based app, from the time it was picked up, to the moment it arrived at customs overseas.
KPMG has launched its own blockchain-based track-and- trace solution KPMG Origins. The platform provides visibility and control of the supply chain,
from tracking raw materials to the final point of sale.
It can tell the story of a product from beginning to end, showcasing provenance while protecting against fraud.
The platform has been used by the seafood industry to help fishing operations protect their reputation and haul integrity, while also becoming part of the arsenal to address overfishing, illegal, unreported, and unregulated fishing activities.
Last year, KPMG launched the program at Beef Australia, highlighting the scope of Origins’ possibilities with one of Australia’s largest exports.
Demand for traceability is also high in the infant formula sector, a category dominated by the importance of safety and food security for both consumers and retail partners.
In August 2021, Australian- made infant and toddler milk-based nutrition brand, Nutura Organic, unveiled a new design for its 3-stage range complete with a QR code from Trust Codes.
The Blue Dot technology QR codes have been printed with a
unique identifying number. This can be traced if there is a need for quality investigation or a product callback.
AR EXPERIENCES
Coming to the fore are augmented reality (AR) applications that allow packaging to take consumers on a journey or offer a gamified experience.
Mars Wrigley recently launched its global Pride Pack in Australia with its Skittles brand, celebrating and supporting the LGBTQIA+ community.
The pack featured a QR code that offered consumers an AR experience of the “World’s Biggest Rainbow”.
The AR rainbow opens up resources and information from not-for-profit organisation Minus18, a pioneer in providing education and support in regional and rural communities, which are under-resourced and represented. The app also drives donations for continuous support of the Australian LGBTQIA+ community.
Meanwhile, the pack itself was relatively colourless in a bid to shift focus away from its
www.foodanddrinkbusiness.com.au | March 2022 | Food&Drink business | 29