Constantia Flexibles has selected augmented reality (AR) technology provider Wikitude as the technology partner to optimize its Constantia Interactive platform.
By using AR software from Wikitude, the platform allows smartphones to easily recognize a variety of shapes and packaging.
The partnership will work to expand the interactive packaging market, said Wikitude.
Based in Vienna, Constantia Flexibles provides flexible packaging solutions to the customers in the food and pharmaceutical industries.
The company’s customers include international food, pet food, personal care, and pharmaceutical corporations local market leaders.
Constantia Flexibles CEO Alexander Baumgartner said: “According to our survey, 69 percent would rather choose a product for which they can call up useful additional information with their smartphone.
“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.”
Constantia has selected Wikitude to enrich packaging with digital information experienced by consumers via smartphones.
The feature will also enable brands to learn about customer shopping habits.
Augmented reality apps based on Wikitude are said to support Android, iOS or Windows devices.
Wikitude CEO Martin Herdina said: “Google search revolutionized the Web 20 years ago. Likewise, augmented reality will fundamentally change the way we consume information.”
“When customers unite product discovery with such apps on their everyday shopping, augmented reality will soon be the norm to every consumer.
In April this year, Constantia Flexibles said that its tests have demonstrated that Paper made from the renewable resource grass can be used in the food industry.
Manufactured without bleach or other chemical treatments and with very limited water consumption, the new grass paper is composed of 40% sun-dried grass and 60% FSC-certified cellulose, making it fully recyclable.
Employing 7,200 people, Constantia Flexibles manufactures tailor-made packaging solutions at 32 sites in 18 countries.
Wikitude provides mobile AR technology for smartphones, tablets and digital eyewear. The company provides its AR technology through SDK, Cloud Recognition and Studio products for brands, agencies and developers.