Smart Packaging

Oct 11, 2021

New Smarties packaging takes consumers to the deep sea

Nestlé is set to launch a new Smarties special edition powered by AR.
Elisabeth Skoda

The special edition Smarties will come be packaged in paper, following the brand's worldwide shift to paper packaging with a theme of marine animals, available in four different designs, according to a report in Industry Intel.

Consumers can 'immerse themselves', bring marine animals to life and learn interesting facts about the underwater world at home by by scanning the packaging's QR code with a mobile phone.

In time for the start of the “Smart Seas” campaign, consumers will find a new format on the shelves. During the promotional period, the chocolate lentils are also available in stand-up pouches made from recyclable paper packaging.

Smarties is no stranger to AR campaigns, having previously featured unicorns, llamas and mermaids. The “Smart Seas” special edition will be available from July to August 2021, in selected European markets.

Nestlé have also adapted the way they present nutritional information on their packaging. The Nutri-Score will appear on the front of the packaging of all Smarties variants. The first products from Choco Crossies, Choclait Chips, Lion and KitKat already carry the extended nutritional labeling in the Nestlé confectionery sector. In the course of the year, other brands and products from its confectionery range will follow suit.

Elisabeth Skoda

Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!
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