Packaging Digest is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Augmented reality brings pasta packaging to life

Augmented reality brings pasta packaging to life
Pasta sauce brand Francesco Rinaldi recently updated with an augmented reality feature, enabling consumers to interact with brand spokesperson Mrs. Rinaldi. Photo: Jenni Spinner

Francesco Rinaldi has given its traditional pasta sauces a 21st century twist by adding augmented-reality technology to its packaging.

The Francesco Rinaldi AR App (available via the Apple Store or Google Play) enables consumers to pick up the jar from the shelf, scan it and hear the story of the product directly from brand mascot Mrs. Rinaldi.

“Through AR, we are looking forward and focusing on technology, while staying true to our traditional pasta sauce recipes and Italian culture,” says Mary DeMarco, creative and branding director for brand owner LiDestri Food and Drink. ““The app enables us to reach a new generation of pasta sauce lovers by being innovative and disrupting tradition a little.”

To activate the AR feature, consumers download the Francesco Rinaldi AR App, open it, and point the camera at the jar. Then, Mrs. Rinaldi shares one of three messages about the products or new shatterproof container. Photo: Jenni Spinner

The AR technology features three different messages covering different aspect of the sauces, products and packaging.

• In one, Mrs. Rinaldi discusses the Alfredo sauces.

• In another, she talks about the recently introduced organic sauces (Basil, Onion and Garlic, Pomodoro and Portobello).

• Finally, one message talks about the brand’s new “Living Jar.” Replacing the previous glass jar, this shatterproof, polyethylene terephthalate (PET) container is designed to be lighter weight for a smaller eco footprint.

Other than the graphic design, the packaging was unchanged.

The AR-enhanced packaging rolled out across the U.S. in November. DeMarco says while the jars have been on the shelves only a few weeks, initial consumer and retailer response has been enthusiastic.

Jenni Spinner

Freelance writer and former Packaging Digest senior editor Jenni Spinner is a trade journalist with two decades of experience in the field. While she has covered numerous industries (including construction, engineering, building security, food production and public works), packaging remains her favorite.


In addition to leading suppliers showing the latest solutions in labeling, automation, food packaging, package design and more—WestPack 2019 (Feb. 5-7; Anaheim, CA) gives you access to the industry's leading educational offerings with the 3D Printing and Smart Manufacturing Innovations Summits, the MD&M Medtech Conference and free industry education at the Expo. Register to attend today!

TAGS: Technologies
Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.
Multigenerational Workforce

In today’s workplace, five generations are actively employed. In this free ebook, learn how to leverage the strengths of each generation in your packaging department.