________________________________________________________________________________________________________________________
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 serialized 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 realtime 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.
18