Page 30 - Food&Drink March 2022

PACKAGING & LABELLING
RIGHT: KPMG Origins is a blockchain-based traceability platform tracking raw materials to the final POS.
BELOW: Cellr’s NFC provides digital verification of a wine’s provenance.
BOTTOM RIGHT: Birds Eye used an AR game to encourage consumers to eat more fish.
Simplot looked to AR to encourage consumers to introduce more seafood into their diets through intelligent packaging on its Birds Eye Ocean Selections range.
Developed and managed in-house, the QR technology not only allows consumers to ‘catch’ the fish of the day via an AR game, but they can also hear from health and fitness expert Sam Wood, and gain access to exclusive content including seafood recipes.
INTELLIGENT IMBIBING
The alcoholic beverage sector has been a keen partaker in the development of smart packaging platforms.
Tamburlaine Organic Wines’ 2021 range features a unique Laava Smart Fingerprint that allows consumers to explore the wine’s backstory, and connect to micro-investment
platform Upstreet to receive shares in a sustainability Exchange Traded Fund.
Tamburlaine’s True Earth Collective range also has an on-bottle Smart Fingerprint that activates a secure gateway for customers to connect directly with the AR experience. It is in partnership with Planet Ark and media identity Jamie Durie, taking customers on a journey from wine to vine, as well as giving them access to exclusive content and promotions.
To mark the limited release of its 2019 ‘The Creation’ Cabernet Sauvignon, offered exclusively to its members, Hentley Farm used digital packaging technology powered by Cellr to deliver an art showcase. Customers could enjoy the art-meets- wine experience delivered through digital content
curated by the artist and Hentley Farm.
The platform included an in-depth exploration of the artist’s expression of the wine, an immersive tasting experience, and video content created by Hentley.
The Hentley project was an extension of the Seal of Provenance work that Cellr had completed with the Barossa Grape and Wine Association for its 2021 Wine Auction.
Using near-field communication (NFC), Cellr delivered digital verification of provenance on all wines in the auction.
Cellr technology was also leveraged by Eight at the Gate to enable it to engage with customers directly from the US market via NFC and a consumer’s smartphone.
The wine producer wanted to create a human connection, giving the customer a feeling they had just shared a glass of
wine with the producers in their vineyard.
Finally, a smart packaging concept for beer, cider and seltzer brands has recently enabled consumers and producers to connect through product packaging.
The suitably named ‘Swigr’ will act as a platform for alcohol brands to deliver a customer experience that, at its core, enables brands to virtually link content to their packaging.
The experience promises authenticity, discovery, and real insights from every label, combining content and social media for a fly-on-the-wall experience. It allows consumers to discover the story behind the beverage – the people, places and processes.
The roll-out of all these intelligent technologies is advancing apace, with food and beverage brands rapidly recognising the benefits of packaging with its smarts on. ✷
30 | Food&Drink business | March 2022 | www.foodanddrinkbusiness.com.au