Natural Abundance, a New Zealand food startup, used a custom NFT two ways on recent limited-time packaging for its Blueberry Plant Cakes. First, the NFT artwork — a detailed, hand-illustrated version of the words “New Zealand” — is printed on the packaging.

Second, consumers who were lucky enough to find one of the 200 bags with contest information printed on the back of the bag were given a free NFT featuring art based on the “New Zealand” illustration (see below).

To claim their NFT, winners took photos of the front and back of their packages and contacted Natural Abundance with their crypto wallet information.

Random distribution of the bags to Countdown stores across New Zealand started in February 2022.