With the packaging segment of the plastics industry experiencing rapidly increasing growth, innovation and creativity are critical to competitiveness.

A survey conducted by Vienna-based company Constantia Flexibles on the topic of packaging in the food industry in Germany found that 49% of consumers agreed that interactive packaging makes the product itself more attractive.

The company began to offer a unique solution for interactive food and pharmaceutical packaging that opens up a multitude of digital communications and marketing opportunities.

According to the survey, 69% of customers would rather buy or at least take from the shelf food with interactive packaging than a similar product without an interactive feature.

“Besides protection, the role of packaging is also to attract the attention and interest of consumers. Now we provide a packaging feature that is an important marketing tool, one that meets the needs of the end customer and supplies additional information in a simple way,” explained CEO Alexander Baumgartner.

The interactive packaging solution provides a combination of digitally readable packaging with a digital platform for data management and a smartphone app customizable to a wide range of customer needs.

The big advantage, according to the company, is control over the data, which can be provided directly to the customer as part of a comprehensive solution.

The digital features span from the purely informative, such as instructions for use, and videos and games to contests that can be individually selected by the customer.

The package insert itself is also accessible in a digital format through the app—if the printed version is lost or mislaid, consumers can access the information digitally.

In combination with digital anti-counterfeiting technology, such as a watermark or other digitally readable code, the interactive packaging is also an effective means of identifying counterfeit products.

Using a smartphone app developed specifically for each brand, the consumer can scan the packaging for a variety of identifying features such as a digital watermark or radio frequency identification (RFID) tags, which then appear in augmented reality.

The innovative packaging solution delivers what companies need as well as giving the customers what they want.

Read more on plasticstoday.com.