Digital technologies are rapidly changing the food & beverage industry. They are already enabling manufacturers to work much more efficiently and facilitating improvements in:
Value chain monitoring
Tracking of individual products
Quality control - food safety
Connection between brands and consumers
Data collection - consumer understanding
Waste reduction - sustainability and circularity
Tetra Pak® Connected Package
Digitalisation is extending packaging’s traditional role and opening up a whole world of new opportunities. Enabled by a unique code on every package, connectivity allows producers to turn their products into data carriers. Package codes can enhance consumer engagement while also gathering information in a valuable two-way feedback loop.
Full traceability of individual packages will soon be possible for the first time, adding value to stakeholders along the value chain - from logistics to recycling.
Packages are rapidly transforming into channels for information and interaction
Our industry has already taken its first important steps on the journey from traditional packaging to tomorrow’s intelligent packaging. It began with the codified package, which had a printed code but limited connectivity. Now we’ve reached step two, the connected package. We’re combining Tetra Pak’s Connected Package platform with unique code printing to enable consumer engagement solutions - and soon also package traceability.
Beyond this lies step three - intelligent packaging. In the future, packages and devices will be able to communicate with one another, providing new levels of service and insights for customers and consumers.
The Connected Package platform, launched by Tetra Pak and powered by Microsoft’s Azure cloud service, brings benefits to food manufacturers, brand owners, retailers/e-tailers and consumers alike. It enables the creation of new solutions that will help our industry meet global challenges and change the face of food and beverage manufacturing as we know it today.
We are in the midst of a digital revolution – sometimes called the 4th industrial revolution or Industry 4.0. Our Connected Package platform prepares you for full and successful participation in the new, digitised business environment.
For manufacturers/brand owners
The new Connected Package platform will enable end-to-end traceability to improve production efficiency, increase quality control and transparency. Manufacturers will be able to track and trace the history and location of any product, making it possible to monitor for market performance and any potential issues.
It will offer greater supply chain visibility and real-time insights, enabling retailers or e-tailers to track stock movements, receive alerts when issues occur, and monitor delivery performance. Full transparency throughout the entire supply chain will soon become possible.
It will enable access to vast amounts of information such as where the product was made, the farm that the ingredients came from and where the package can be recycled. And it also opens up a direct communication channel to their favourite brands through fun games and apps where they can give feedback.
ONE PLATFORM. MULTIPLE SOLUTIONS.
One platform. Multiple solutions
The Tetra Pak® Connected Package platform has the potential to enable multiple solutions. First up is our Consumer Engagement offer – supporting interactive marketing campaigns that build consumer loyalty, boost sales and enhance consumer confidence. A Track & Trace solution is currently under development and will be announced shortly.
Tetra Pak provides a combination of hardware and software for every solution, plus all the technical and marketing support you need to get started and run successful campaigns. Our offer includes the equipment for generating and printing a unique code on every package, a portal and APIs for app development, a campaign creation tool and a dashboard for monitoring real-time results. Designed specifically for the food and beverage industry, the Tetra Pak® Connected Package platform is available all over the world and scalable to your needs.
With this solution, the package becomes a gateway to exciting new digital product experiences. Consumer Engagement enables finely targeted and rapidly adjustable marketing campaigns using real-time feedback. It also enables brand owners to share product information that confirms authenticity and builds trust among consumers.
Track & Trace (coming soon)
The unique code on each package will enable end-to-end traceability and value delivery across the ecosystem by providing
Supply chain visibility
Inventory management and distribution intelligence
Claims management and targeted product recalls
Product source/process transparency
Virtual currency boosted sale
The collecting of virtual coins to exchange for prizes was an incentive for consumers to purchase and scan packs of nectar. Coins could be exchanged for prizes during this scan and win campaign. As a result, sales of the brand of nectar rose by 10%.
Dairy producer in Central America built brand values with scan and win promotion
A dairy company launched a scan and win promotion in the run-up to Christmas. The promotion was a success that far exceeded expectations. Sales rose by 28%. They sold 300,000 litres more milk in December 2020 compared to 2019.
Leading brand of nectar drinks regenerated interest in their brand
Sales of nectar drinks increased almost instantly as thousands participated in an instant prize draw. A scan and win promotion was a new way to connect with consumers and gave a deeper insight into consumer behaviour with real-time scanning data.
How a market-leader in dairy production generated more sales
How do you generate more sales when you are already market-leader? A European dairy company ran a series of three national scan and win promotions and saw their share of the flavoured milk market rise from 30.3% to 33.8%.
Sales went up by 18% when one of our customer in Central America followed up a launch of a high-protein milk with a scan and win promotion. They used relevant content and attractive prizes to engage the consumers.
Thousands of consumers took part in a connected package campaign in Latin America. They scanned packages to generate points for a good cause. Brand awareness increased dramatically as well as goodwill.
Get a glimpse into the future: imagine how interactive labels could increase consumer engagement and meet consumers’ needs for product information.
Consumer Engagement – making your packages more fun… and more functional
Our solution includes scan & win and loyalty campaigns, as well as consumer product transparency. What are the four main benefits for brand owners?
Boost sales through engaging interactive campaigns
Strengthen the value of your brand and position it as a digital forerunner
Get actionable, real time insights to make your campaigns more successful
Improve marketing ROI with precisely targeted and adjustable campaigns
Technical paper: Intelligent packaging
This paper discusses how digital technologies, enabled by the Industry 4.0 revolution, are offering manufacturers, brand owners, retailers and consumers new ways to interact with each other and understand how products are produced, distributed, consumed and recycled. All this, thanks to greater connectivity and the connected package.
Webinar: How is digitalisation changing the role of packaging?
In this webinar, we look at how to unleash new opportunities to get more value from packaging. Packaging is no longer only about product protection and functionality – it is also about connectivity and experiences. Packaging is evolving thanks to the advent of digitalisation. The digital journey has three fundamental phases, codified, connected and intelligent package. This webinar focuses on the second phase: the connected package.