# Connected Cheese Packaging This Kraft Cheese Packaging Shares Savings, Recipes & More with a Tap By Laura McQuarrie | Published 2019-09-23 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kraft-cheese-packaging References: [prnewswire](https://www.prnewswire.com/news-releases/tpg-rewards-launches-for-kraft-cheese-the-largest-intelligent-packaging-program-in-history---at-walmart-300923358.html) & [tpgrewards](http://tpgrewards.com/index.php/tap-content-delivery/) TPG Rewards launched it largest-ever Intelligent Packaging program at [Walmart](https://www.trendhunter.com/trends/velveeta-unveils-vel2go) with [Kraft](https://www.trendhunter.com/trends/kraft-natural-cheese) Cheese packaging that provides value for both consumers, brands and retailers. With this [connected packaging](https://www.trendhunter.com/trends/bl-ink-cxp) and TAP technology, consumers are able to instantly access recipe content while browsing in-store and later participate in an interactive Scratch and Win game at home when they purchase a package of Kraft Cheese. Notably, the smart packaging solution "triggers different engaging content depending on whether the product is in-store or at-home," offering a dynamic way for the brand to interact with consumers beyond the shelf and the point of purchase. While consumers with a smartphone are able to instantly tap into sweepstakes, special promotions and loyalty rewards, brands benefit from customer engagement and insights to drive sales. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 80% | Activity: 91% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Intelligent Packaging:** There is a growing trend in using intelligent packaging to provide value for both consumers and retailers, and to interact with consumers beyond the point of purchase. - **Connected Consumer Experience:** The use of technology to create a connected and interactive experience for consumers throughout their journey of purchasing and using a product is becoming more prevalent. - **Data Analytics:** Brands are benefiting from the use of data analytics to gain insights on customer engagement and behavior, which can be used to drive sales and improve the customer experience. ### Sectors Adopting This - **Packaging Industry:** The packaging industry has an opportunity to innovate by incorporating technology and data analytics to create intelligent packaging solutions that provide value for both consumers and retailers. - **Retail Industry:** The retail industry can benefit from the use of connected packaging and data analytics to improve the customer experience and gain insights on customer behavior. - **Food Industry:** The food industry can utilize intelligent packaging solutions to provide consumers with value-added content such as recipes, promotions, and loyalty rewards, and gain insights on customer behavior to improve marketing strategies. ## Related on Trend Hunter - [Interactive Connected Packaging](https://www.trendhunter.com/trends/nteractive-connected-packaging-experience.md) - [Interactive Fruit Juice Packaging](https://www.trendhunter.com/trends/jus-de-fruits-caraibes.md) - [Connected Packaging Updates](https://www.trendhunter.com/trends/tetra-pak-3.md) - [Interactive Juice Packaging](https://www.trendhunter.com/trends/gulf-union-foods.md) - [Interactive Packaging Content](https://www.trendhunter.com/trends/smartlinks.md) - [Interactive Juice Boxes](https://www.trendhunter.com/trends/mega-back-to-school.md) - [Personality-Inspired Drink Packaging](https://www.trendhunter.com/trends/smart-packaging-experience.md) - [Recyclable Grated Cheese Packages](https://www.trendhunter.com/trends/fullyrecyclable-grated-cheese-packaging.md) - [Recyclable Shredded Cheese Packaging](https://www.trendhunter.com/trends/grated-cheese-packs.md)