UK plant-based food producer ChicP has teamed up with product experience platform AuraVeo, powered by Koenig & Bauer, to turn its hummus packaging into an interactive post-purchase communication channel.
The partnership makes ChicP the first UK food brand to launch on AuraVeo. The rollout covers the company’s full SKU range, combining dedicated QR codes with on-pack product recognition. As a result, every tub can connect consumers with a tailored mobile experience linked to its specific flavour, without requiring ChicP to redesign or reprint its existing packaging.
Each of ChicP’s 11 products now features its own digital journey. Consumers scan the relevant QR code to open the experience and can then direct their smartphone camera towards the tub. AuraVeo identifies the packaging, launches a short video and displays the ingredient information associated with that product.
The platform also provides access to:
- Recipes and serving suggestions matched to the selected hummus flavour
- Details about the ingredients, including their origins and sourcing methods
- A direct purchasing link for customers who want to order more ChicP products
This digital connection at the point of consumption gives ChicP the opportunity to collect consent-based first-party data. The brand can use these insights to understand customer demographics and engagement after purchase, including who is buying its products, where purchases originate and which flavours generate the strongest demand.
The initiative reflects wider food and beverage industry trends, including the growth of connected packaging, direct-to-consumer engagement and data-led food and drink marketing. It also demonstrates how food and drink industry innovation can support brands as they respond to changing food and drink consumer trends.
The collaboration forms part of AuraVeo’s planned expansion across the UK food and drink sector, with additional partnerships expected. Drawing on Koenig & Bauer’s 200-year manufacturing heritage, the cloud-based platform allows brands to create, manage, update and monitor digital packaging experiences in real time, without the need to alter physical print runs.
The approach also aligns with developments in food manufacturing trends, food processing technology and food distribution trends, as producers seek more flexible ways to communicate product information across the supply chain. In addition, digital packaging can help brands address evolving food and drink regulations while supporting greater transparency around food and drink sustainability, sourcing and food and drink packaging.
Sandra Wagner, CEO of AuraVeo, said: “Every product on a supermarket shelf has a story behind it, but that story usually stops at the checkout. ChicP’s tubs keep telling it at home. One scan opens the experience for that flavour, and pointing the camera at the pack brings up a video and the ingredients behind it. For ChicP, it also means a direct relationship with the people eating its hummus for the first time.”
Hannah McCollum, Founder & Managing Director at ChicP, said: “We put a lot of care into our ingredients and how our hummus is made, but until now most of that story stayed with us. Now anyone with a tub in their hand can scan it, watch the video for their flavour, see exactly what’s in it and find a recipe for dinner. We also get to learn who our customers are and which flavours they love most, and that has always been hard once our products leave the shelf.”
For more information, visit https://aura-veo.com/.
