FoodBev | Digital transformation makes packaging smarter

FoodBev defines smart packaging as a combination of technology and technology, which can not only improve food supply chain management to improve food safety; it can also make it easier for end consumers to obtain information and have more interactive experiences...

Recently, in an interview with FoodBev, Mr. Bi Hua, CEO and Executive Director of Fenmei Packaging, said: "The popularity of smartphones makes communication between consumers and manufacturers not only more direct, but can also be personalized, two-way and real-time. This is a new way of communication. At the same time, through one package and one code, companies can also trace products and anti-counterfeiting, analyze consumer behavior, etc.." Digital technology gives smart packaging more innovative functions and advantages.

The importance of product traceability

Consumers are increasingly paying attention to a series of issues such as food safety and environmental pollution. Therefore, a recent IBM study pointed out that 71% of consumers said traceability is important to them and are willing to pay extra for it. Meanwhile, WHO estimates that inefficient supply chain management and the recall of food that cannot be distinguished by lack of traceability will result in one-third of food being wasted.

Based on QR code and sensor technology, the information of each node in the product supply chain can be effectively recorded, and the outside world can scan the code to view it at any time. Mr. Bi Hua said that based on the traceability function, companies can track the entire life cycle of products to solve problems such as fraud and waste. Consumers can also obtain more full and transparent product information by scanning the QR code on the packaging to increase their sense of trust in the brand.

Rich and diverse interactive experiences

To meet consumers' requirements for personalized customized services and interactive experiences, Fenmei Smart Packaging® solutions make each package look unique—print different text, images and QR codes on each individual package.

Mr. Bi Hua told FoodBev: "Through Fenmei variable printing technology, we can achieve personalized packaging manufacturing, which provides companies with new opportunities to contact and interact with consumers, and also provides new ideas for the supply chain of liquid food." Using smart packaging to achieve diversified services has become a marketing trend. At present, Fenmei Packaging has cooperated with more than 50 customers around the world to apply smart packaging solutions to customers' products. For example, the "Scan the QR code to win prizes" event launched by Topfruit, a juice brand of Oman Beverage Company, a subsidiary of PepsiCo.

The future development space of smart packaging

The continuous iteration of technology will give smart packaging new functions in real time. Mr. Bi Hua concluded, "Through smart packaging, enterprises can convey far more information than what is printed on the packaging. Consumers can also get a more personalized consumer experience. This is an unimaginable marketing model and opportunity ten years ago. Faced with the rapid development of the digital world, smart packaging will maintain a forward-looking attitude, improve the brand image, increase product value and diversity for enterprises, and help enterprises cope with fierce market challenges."

References: FoodBev Media Magazine, September 2020 issue, pp.44-47.