The company sees the launch as an opportunity to take products, such as chocolate bars or yogurt from a niche to mass consumer market, thanks to the digital information accessed by a smartphone.
AR also gives brands the chance to learn about customer shopping habits
Speaking to Thomas Schulz, VP, marketing and communication, Consumer Division, Constantia Flexibles, he said AR is a technology that will become more and more common in all our daily lives.
“We want to be at the forefront of this development with Constantia Interactive and in this quest we were looking for the best partner to work with us strategically to achieve this vision,” he added.
“AR has a huge potential to revolutionize the way how consumers interact with packaging and get engaged.
“Consumer demand towards brands for more product information, transparency and interaction is constantly rising and by enabling the smartphone to be the interface to retrieve information off the packaging itself is how this can be achieved most conveniently.
“The first project will go live in the next couple of weeks in the food sector with a North American food brand called Fruit Bliss, an organic dried fruits company.”
According to a survey carried out by Constantia Flexibles recently, 69% of consumers would rather choose a product which calls up additional information with their smartphone.
With 'Constantia Interactive' the smartphone camera detects the innovative product packaging and with that, additional information about ingredients, instructions for use or interactive marketing campaigns appear.
AR apps based on Wikitude are available with an Android, iOS or Windows device.
"Google search revolutionized the Web 20 years ago. Likewise, augmented reality will fundamentally change the way we consume information,” said Martin Herdina, CEO, Wikitude.