Mondelez International has licensed NeoMedia’s mobile barcode technology which allows consumers to scan confectionery packaging on their phones.
The interactive technology could help Mondelez engage better with consumers.
Ed Kaczmarek, director of innovation & emerging technology at Mondelez, said: "Mobile technologies fundamentally change consumer engagement and their path to purchase and, as a company, we are committed to play a significant role in that space."
Laura Marriott, CEO of NeoMedia added: "Mobile barcode adoption continues to experience rapid growth in the market, with consumer brands seeing the immediate value of the technology.”
In 2011, Mondelez, then Kraft partnered with smartphone app blippar, to generate an interactive game when the phone was aimed at Cadbury packaging. See HERE.