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Breaking News on Confectionery & Biscuit Processing

Deal promises to bring intelligent barcodes to snacks

By Guy Montague-Jones , 24-Jul-2009

Scanbuy has signed a deal with Du Pont and Printpack that could see people using their mobile phones to scan their snacks in order to learn about new offers and obtain product information.

Interactive packaging is a new technology driven trend that provides brands with additional points of contact with consumers.

Spanning information

Scanbuy has pursued this idea with ScanLife, a 2D barcode loaded with information that can be scanned and accessed by the camera on a mobile phone. Consumers just have to download the ScanLife software to their phones and then place their camera phone over the barcode to access extra information.

The technology will soon be applied to flexible packaging thanks to an agreement Scanbuy has signed with Printpack and Du Pont Packaging & Industrial Polymers.

Printpack and DuPont will soon be offering ScanLife to their global customers.

“Our customers are constantly in search of new and innovative ways to connect with consumers,” said Tom Seidel, Printpack’s market development manager. “2D barcode technology offers an item-level, on-the-spot consumer experience that takes interactive packaging to a whole new level.”

Potential food applications

The barcodes can be placed on virtually any flexible packaging surface from shrink sleeves on beverages to pillow pouches for salty snacks, according to Scanbuy.

Scanbuy VP of marketing David Javitch told Bakery and Snacks that one of the standout features of the 2D barcode technology is size.

The technology supports all major code formats, including the EZcode, which can be printed at small sizes than most other sizes.

This is especially important for packaging applications where space is extremely valuable, such as energy bar or snack food wrappers, said Scanbuy.

Javitch said people could use the 2D barcode to get recipe ideas, coupon offers or allergy and nutritional information.

Scanbuy said the technology has been commercially deployed by leading mobile operators and handset manufacturers in France, Spain, Italy, Denmark, Mexico, and the US. According to the company, the mobile application is supported by every operating system and is now being preloaded on phones.

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