Alpro and Appetite Creative Partnered for Interactive Packaging
Michael Hemsworth — July 29, 2025 — Marketing
References: alpro & retailtimes
Alpro and Appetite Creative have joined forces for connected packaging for the new Alpro Kids range to help communicate the nutritional benefits in an immersive way. The partnership features the Alpro Kids range with its oat-based drink, soy drink and soy-based yogurt alternatives paired with QR codes on the packs for scanning with a smartphone. This will link the consumer to classic adventure video game experiences that will see players in search of key Alpro ingredients to more closely connect consumer to the products.
Europe Brand Manager - Plant-Based at Alpro Gianluca Ciliento spoke on the Alpro and Appetite Creative partnership saying, "The new Alpro Kids range is more than just a product – it’s a step toward empowering families to make healthier choices without compromising on taste or joy. This is reflected in the fun connected experience accompanying this new range. We hope it entertains kids of all ages, while helping them to understand the nutritional benefits of plant-based food. The graphics and branding are superb – and working with the team at Appetite Creative has made this process seamless."
Europe Brand Manager - Plant-Based at Alpro Gianluca Ciliento spoke on the Alpro and Appetite Creative partnership saying, "The new Alpro Kids range is more than just a product – it’s a step toward empowering families to make healthier choices without compromising on taste or joy. This is reflected in the fun connected experience accompanying this new range. We hope it entertains kids of all ages, while helping them to understand the nutritional benefits of plant-based food. The graphics and branding are superb – and working with the team at Appetite Creative has made this process seamless."
Trend Themes
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Interactive Packaging Experiences — The integration of QR codes on packaging invites consumers to engage with products in a multi-dimensional manner, enhancing the overall brand experience.
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Gamification in Marketing — Incorporating video game elements into packaging strategies actively involves consumers, aligning entertainment with brand messaging and driving deeper engagement.
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Ar-enhanced Nutritional Education — Augmented reality applications are reshaping how brands educate consumers on product benefits, transforming static packaging into an informative, interactive medium.
Industry Implications
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Food and Beverage — The evolution of product packaging into interactive experiences is creating new avenues for brands to differentiate themselves in an increasingly crowded market.
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Augmented Reality — As AR technology infiltrates everyday consumer experiences, its potential to educate and entertain simultaneously presents groundbreaking opportunities for various sectors.
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Marketing and Advertising — Innovative use of digital interactivity in marketing campaigns is transforming traditional advertising methods, enabling personalized consumer connections and data-driven insights.
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