From QR codes that unlock immersive experiences to smart caps that detect spoilage and NFC tags that recommend personalised recipes, packaging in food and beverage is evolving far beyond its traditional role of storage and transport.

Once a passive container, it is now becoming a powerful digital touchpoint – used to deliver richer product information, combat food waste, enable greater transparency and build brand loyalty in a market where price dominates decision-making. The question is: how much of this innovation is driving real value for brands and consumers alike?

What’s viable now and why it matters

The industry has hit a tipping point: multiple smart packaging technologies are now feasible at scale because the data behind them can be managed and connected via cloud platforms.

Smart packaging unlocks possibilities and ensures labelling and packaging is dynamic, real-time and data driven. This is achieved by using tools such as QR codes, data matrix, and serialised packaging. Use of these enables traceability, regulatory compliance and consumer engagement all through a single cloud-based platform.

QR codes built on GS1 Digital Link standards are leading the charge. These codes turn a simple square into a portal for everything from ingredients and allergens to sustainability credentials and recycling instructions. The beauty is that the content can be updated after the product leaves the factory, provided the data is managed in the cloud.

RFID tags are also gaining traction, particularly in chilled and high-value categories. They give retailers real-time visibility of stock, reduce waste and improve traceability.

For brands, smart packaging creates a direct, ownable connection with the consumer, powering digital storytelling, ingredient/allergen clarity, sustainability disclosures and promotions that can be refreshed dynamically.  For retailers, it means better track and trace, faster and more targeted recalls, improved inventory accuracy and less waste.

When smart packaging is driven by an integrated and cloud-based labelling platform – pulling dynamic data from business systems such as ERP, MES, WMS and PLM – it ensures that every product is labelled correctly, tracked and compliant across the supply chain. That’s a big win for both cost control and consumer trust.

Real-world innovations

The UK smart packaging market is expanding rapidly as industries adopt intelligent and interactive solutions to strengthen safety, traceability and consumer trust. What was once a niche innovation is now becoming mainstream, as regulatory pressure combines with consumer demand for greater transparency and reassurance.

Retailers are already taking steps forward. Several supermarket chains have introduced QR codes that pull allergen, ingredient and sustainability information directly from the cloud, ensuring that shoppers have access to the most accurate, real-time data at the point of purchase. This marks a shift from static, printed labels to packaging that is dynamic, responsive and adaptable.

Beyond QR codes, brands are beginning to trial dynamic labelling, where information can be refreshed after packaging has been printed. This is only possible when labelling platforms are integrated with core business systems such as ERP, MES, and WMS, allowing live data to flow seamlessly to the package.

In chilled and high-value categories, smart temperature-sensitive labels are being tested to monitor freshness across the supply chain, giving retailers the ability to proactively manage stock, reduce waste and guarantee quality.

Return on investment (ROI) and challenges

One of the biggest misconceptions about smart packaging is that it demands a huge upfront investment. In reality, cloud-based labelling platforms have lowered the barrier to entry significantly. The real challenge isn’t printing a code on a pack – it’s ensuring the data behind it is accurate, connected and accessible.

If labelling systems are fragmented, smart packaging quickly becomes complex. Integration with important business systems such as SAP and Oracle is essential so that every scan delivers reliable, relevant information at scale.

ROI is tangible across several fronts. Fewer recalls and faster response times reduce losses when issues arise. Dynamic labelling provides the agility needed to keep pace with evolving compliance requirements. And better stock visibility and freshness monitoring cut waste, directly improving margins.

There is also clear ROI from the consumer side. With QR scanning becoming part of everyday behaviour – and the retail industry shifting to 2D barcodes by 2027 – adoption is set to accelerate. As a result, smart, connected and interactive packaging is on track to evolve from a differentiator into a customer expectation.

What’s next for smart packaging?

Compliance will continue to push adoption, whether that’s around sustainability, food safety or global traceability regulations. With AI, cloud platforms and IoT, we’re moving toward intelligent packaging that adapts in real time. Think labelling that updates based on supply chain disruptions or local regulations.

Being able to dynamically generate labels and packaging content based on live business data is going to be essential as supply chains get more complex and consumers demand more information at their fingertips.

Smart packaging is no longer a nice-to-have. It is becoming the backbone of safe, transparent and efficient food systems. Businesses that act now will not only stay compliant but also build stronger consumer connections and more resilient supply chains.