The patent, filed by Kraft Foods, said that lenticular print and holographic images were well-known techniques, but angle dependent viewing properties in consumer goods were rare.
“This enables such product packages to be more interesting and more informative to the consumer, using viewing-angle dependent images,” said Kraft in the patent application.
It added such packages would “stand out from the background of other products on the shelf in a supermarket”.
Images at different degrees
Under the invention, a portion of the packaging features an area that can display different images that vary depending on the angle you observe the chocolate bar.
Kraft gives the example of a Milka bar that when viewed at 20° displays three dimensional mountains, at 40° an image of a cow and at 60° an image of the chocolate product itself.
The patent was filed under The Patent Cooperation Treaty (PCT), an international patent law treaty that allows a uniform patent to be considered by signatory national or regional authorities.
National and regional authorities that are signatories to the PCT will now decide whether or not to grant the patent.
For more detailed information on the Kraft’s invention, see its patent application HERE.