4 fast-moving trends in food and beverage packaging: Page 4 of 4

By Nikki Clark in Food Packaging on May 24, 2016


4. Packaging mobilization

Mobile-engaged packaging is on the rise as mobile technology is allowing for information to be communicated in both simple and smart ways. Now that the vast majority of consumers are smartphone savvy, brands are exploring Bluetooth LE and near-field communication (NFC) as new ways to present information and engage consumers. Beverage company Diageo has introduced NFC technology onto printed labels on liquor bottles. This technology works by sending signals over a short distance and thus can wirelessly speak to consumers’ smartphones.

Mintel’s Luttenberger says: “Brands and manufacturers are innovating packaging to keep global customers not only engaged, but to develop brand loyalty, which is becoming more and more tangible in this modern age where consumers have more choices than ever before across all packaged goods.”


Nikki Clark is the group marketing manager of Graphic Packaging Intl., Europe's leading printed carton supplier to the food and beverage industries.



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