A February 27, 2006 article in the Milwaukee Journal-Sentinel reported that Lake Success, NY-based AriZona Beverages/Ferolito, Vultaggio & Sons is “embedding appealing aromas in the packaging itself to improve the taste of its beverages and the drinker’s experience.” According to the article, “AriZona Beverage Co. is at the forefront of a new wave of high-tech packaging in consumer products.”
Our visit to the Food Marketing Institute 2006 show in Chicago in early May didn’t uncover anything about the scented packaging, but did reveal the company's colorfully labeled polypropylene bottles (shown) for 16-oz beverages, reportedly with a 90-day extended refrigerated shelf life. AriZona brands have long been known for their gorgeous packaging, but typically glass was used rather than the plastic (PP) construction for these new refrigerated formulations.
Another innovator singled out by the newspaper article was Siemens AG, a global electronics firm based in Germany, for developing a “flat electronic display with tiny lights, miniature games, or flashing messages that can be applied like a label on a package.”
The article also mentioned labels that change color to indicate ripeness of fruit or a temperature change, a disposable self-heating cup, labels that will change color if the package wasn’t stored at the proper temperature throughout distribution, miniature sound systems on boxes and bottles to offer spoken tips and ideas, as well as computer chips in packaging that can offer shoppers additional information by communicating with a PDA or cell phone.
The interaction of consumer packaging and electronic technology has already begun. On page 14 of the May issue of Shelf Impact!, contributing editor David Luttenberger writes about an effort in Japan that combines a 2-D bar code printed on pouches of Heinz pumpkin soup with the latest QR-coded cell phone technology. Consumers can use the cell phone to read the bar code, which links embedded preparation and alternative recipes from the package to the phone to their home computer, Luttenberger reports.
It’s a brave new packaging world for packagers. To make sure your packaged product has shelf impact and keep up with the Joneses, you may want to consider a high-tech upgrade.
