APPETITE Creative has announced the release of the updated edition of Connected Packaging: The Game-Changing Marketing Tool.
Authored by the creative technology studio’s MD, Jenny Stanley, the expanded 316-page guide addresses the ‘seismic’ regulatory shifts transforming the US market, as well as breakthrough AI and gaming technologies that are said to be redefining consumer engagement.
The edition features three new chapters addressing the most significant developments since the book’s original September 2024 publication, plus updates to all survey data and industry statistics reflecting 2025 findings.
Jenny said, “When this book was first published, connected packaging was emerging as a powerful media channel for brands. Then in April 2025, major UK supermarket chain Tesco launched the first large-scale retail QR code trial, proving the digital transition is well underway. This further fuelled by US regulatory changes and GS1’s 2027 deadline approaching to replace barcodes with QR codes, with 48 countries globally actively piloting this transition. Brands face an urgent imperative: adapt now or risk obsolescence.”
Key additions to the 2025 edition include:
1: Chapter 2: The Barcode Revolution – GS1 and The Retail Transformation – Documents Tesco’s groundbreaking April 2025 pilot replacing traditional barcodes with GS1-powered QR codes, signalling that the retail transition is no longer if but when.
2: Chapter 10: The Next Generation – AI, Gaming and the Future of Connected Packaging – Showcases breakthrough campaigns including Sunny Oil’s AI-powered recipe recommendations and Danone Alpro’s gaming experience achieving 14% scan rates, proving that sophisticated technology delivers measurable business results.
3: Chapter 11: America’s Connected Packaging Transformation – Provides comprehensive analysis of US regulatory changes (DSCSA, EPR programs, FSMA requirements) creating unprecedented opportunities for brands.
4: Expanded Data Privacy Coverage – Comprehensive guidance on the California Consumer Privacy Act (CCPA) alongside GDPR requirements, addressing the complex multi-jurisdictional reality facing global brands.
5: Updated Industry Data – All statistics, survey data and market insights updated to reflect 2025 Global Connected Packaging Survey findings. The survey revealed that 88.8% of professionals now see connected packaging as increasingly important, up from 80.4% in 2024. Meanwhile, only 13.4% still view it as a passing fad, down from 23.2%. Gamification adoption reached 59%, representing a 15% year-on-year increase.
The book also outlines proven implementation frameworks based on real campaigns achieving 14%+ scan rates versus 0.1% for traditional digital ads, comprehensive regulatory navigation covering US and European requirements and technology selection guidance with honest assessments of QR codes, NFC, RFID, AR, AI and blockchain applications.
