Augmented reality (AR) technology on Fami soymilk cartons turns each ordinary carton into a point of interaction between businesses and consumers

After installing the PackStory app on their smartphones, users just need to scan the QR code on the front side of a Fami soymilk carton to enter an AR world with interesting stories about soybeans – the ingredients in soymilk – which are familiar to Vietnamese people, as well as find out how cartons keep food safe and are environmentally friendly.

Consumers’ loyalty to a product is often directly proportional to their understanding of that product. However, it is not common for consumers to have in-depth knowledge about the beverage cartons they use, such as the origin of the ingredients, processing methods, how cartons keep drinks fresh and safe, as well as why cartons are more sustainable than other types of packaging. This is because it is impossible for manufacturers to print all this information on the product package and, even if it were possible, consumers are not usually interested in this information.

“We believe PackStory can address this challenge, because AR technology helps turn each carton into a modern digital platform that helps manufacturers interact with their customers in a wholly new, creative and much more pleasant way,” said Mr. Eliseo Barcas, Managing Director, Tetra Pak Vietnam.

“As a company that is always driven by innovation, we aim to create cartons that are not only environmentally friendly but also smart, opening up new and creative ways for customers to gain more value from Tetra Pak's cartons. Currently, with PackStory, our cartons are not only to protect food, but also to connect and adapt to the enormous wave of digital transformation in the food and beverage industry.”

Mr. Ngo Van Tu, Managing Director of Vinasoy, added: “We always want to bring more value to customers, not only in product quality but also in customer experience. Amid the pandemic, most users will spend more time interacting with personal mobile devices. That’s why taking advantage of AR technology will provide us with an absolutely new, innovative and more interesting additional channel to approach customers. Vinasoy is proud to be the first Vietnamese brand to apply AR technology on soymilk cartons.”

Users can scan the QR code on the front side of a Fami soymilk carton to enter an AR world with interesting stories about soybeans and cartons

AR technology on cartons was first applied by Tetra Pak and its partners in 2019 in some South American markets. The manufacturers' response to the PackStory app has been overwhelmingly positive.

Mr. Daniel Castro, Brand Manager, Milo Brand, Nestlé Colombia, said: “For us PackStory is a very powerful initiative and it makes us quite happy to be part of this project since within Milo we are always looking for innovations. Tetra Pak gave us this support and the path to modernize and digitalize consumer experience, being able to deliver a different, innovative and powerful added value to our consumers both at the point of sale or at any time when the product is consumed.”

Mr. Daniel Barraza, Brand Manager, Frutto Brand, Alpina Colombia shared: “PackStory is a very disruptive way to connect with consumers and provide differentiated value-added experiences, additionally it is easy to implement in our packaging and brings a different dynamic than normal in the category.”

Besides PackStory, Tetra Pak is also a pioneer in the food and beverage industry in applying AR technology, machine learning and Big Data to production and technical services to help food and beverage manufacturers optimize production and save costs.

Tetra Pak's innovative and creative solutions also aim to build a low-carbon circular economy. Currently, cartons are known as a sustainable package made up of 75% paperboard coming from FSC-approved forests and completely recyclable. However, the company's ultimate goal is to increase the rate of renewable materials up to 100%.