Constantia Flexibles, a global producer of flexible packaging for the food and pharmaceutical industries, could soon enrich its wide range of packaging products with digital information perceptible by consumers via smartphone. This feature also allows brands to learn a lot about customer shopping habits.

With that in mind, the company has developed the platform "Constantia Interactive," with a strategic technology partner in Wikitude, an independent AR technology provider. Thanks to the AR software from Salzburg, smartphones can easily recognize a variety of shapes and packaging. The aim of the partnership is to jointly expand the interactive packaging market.

Conscious buyers want to know more: What is really in the product? What else can I use it for? There is usually not enough space for extra information on a drink or medication package. However, consumers want exactly that. "According to our survey, 69% would rather choose a product for which they can call up useful additional information with their smartphone," says Alexander Baumgartner, CEO of Constantia Flexibles: "Our answer is 'Constantia Interactive.' As soon as the smartphone camera detects the innovative product packaging, additional information about ingredients, instructions for use or interactive marketing campaigns appear."

Augmented reality apps based on Wikitude can operate whether the user has an Android, iOS or Windows device. "Google search revolutionized the web 20 years ago," states Wikitude CEO Martin Herdina. "Likewise, augmented reality will fundamentally change the way we consume information.”

The strategic collaboration with Constantia Flexibles is another important step in that direction. “When customers unite product discovery with such apps on their everyday shopping, augmented reality will soon be the norm to every consumer,” says Herdina.

For Constantia Flexibles, "Interactive Packaging" will be one of the key topics at this year's Pack Expo, taking place in Chicago, IL, USA from October 14-17.