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cadbury raises augmented reality bar with interactive game
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cadbury has become the latest food brand to dip a toe in the in the experimental waters of augmented reality as part of a growing trend in interactive packaging. the kraft-owned confectionery producer is the launch partner for blippar, a new smartphone app that generates virtual experiences by superimposing graphics, audio and other sense enhancements onto physical products. cadbury is using blippar’s technology to turn its chocolate bars into a free augmented reality game, in what is claimed to be a world first. “there have been other examples of augmented reality applications but these have been qr code or web-cam based,” jessica butcher, blippar’s marketing director, told confectionerynews.com this morning. “until now, the technology for image-recognition enabled augmented reality hasn’t been powerful enough to play with packaging in this way. blippar has also taken tracking technology - the ability to overlay and hold the product and image using a phone whilst moving - to a new level. without this it wouldn’t be a great experience for the user.” the ‘qwak smack’ game can be played by anyone with a smart phone. when the app is running, pointing the phone’s camera at a cadbury countline launches a 30-second game in which quacking cartoon ducks emerge from the bar on an augmented overlay on the screen. the idea is to tap as many of the ducks as possible and players can submit their score to be entered into a draw to win prizes. butcher told confectionerynews.com that the initial ‘qwak smack’ game would probably be replaced after a few months with a different application of blippar. “the idea is that products will continually do different things to keep consumers interested. our hope is that it’s the beginning of a long and beautiful relationship with cadbury.” sonia carter, head of digital at kraft foods, said: “we loved blippar from the moment we saw it in action. we were blown away by the technology and we’re certain consumers will be. with one in three uk adults owning a smart phone the potential market for initiatives like this is huge.” whilst cadbury may be the first food brand to use image-recognition enabled augmented reality technology, others in the industry have dabbled with augmented reality. last year, ben & jerry’s launched its scoop of happiness app with the moo vision augmented reality feature. by scanning the carton lid, consumers can generate images they can click on to find out more information and share with friends on social networks. also last year, agency skive digital of london created an augmented reality campaign for kit kat uk. holding one of the special kit kat 4-finger bar packages in front of a webcam unlocked a one-off scouting for girls performance. and unilever created an interactive ‘share happy’ ice cream machine that asks consumers to share a smile on facebook to get a free ice cream. cadbury may be the first food brand to experiment with blippar, but it doesn’t look as though it will be long before others follow suit. butcher hinted that “a number of other exciting grocery brands will be launching with blippar in the coming weeks.”
Source :foodanddrinkeurope.com
Date :
18
August
2011
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london-based multinational brewer sabmiller has mounted a more aggressive approach in its attempt to take over the australian-based foster’s group limited. sabmiller has announced it is taking it is bypassing the foster’s group limited board and making a a$4.90 per share bid directly to the shareholders. the new direct offer to the shareholders comes just days ahead of the release of foster’s fiscal-year financial results.
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fosters is advising shareholders to ignore sabmiller’s (sab) latest takeover bid, saying the offer price “undervalues the company”. sab went hostile with its bid yesterday, taking the $10bn (€6.9bn) offer straight to the fosters’ shareholders. this followed the rejection of sab’s bid by the fosters board in june for being too low. on the announcement of its new offer, sab said there had been “no willingness to engage” from the board, which is why the firm was taking the bid directly to fosters’ shareholders.
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food manufacturers and marketers who are “irked” by tight nutrition claim regulations are being offered practical steps to ensure they comply with the rules whilst remaining competitive. there are 29 approved nutrition claims in the european union a free report from the uk consultancy, healthclaimseurope.com, has summarised the key nutrition claims regulations from the perspective of a food and beverage marketing manager, in an easy-to-use format, so they don’t stray from the regulations.
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irish dairy and ingredients group kerry has turned in a”solid” first half of 2011 that saw it increase volumes, weather raw material price hikes, and see success in a “go-to-market” functional ingredient strategy as profits jumped 6.1% on 2010 figures. profits are up 6.1% at kerry for h1, \"despite significant raw material and input cost inflation\" kerry notched trading profits of €214m for the first half of the year, with sales jumping 8.
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irish dairy and ingredients group kerry has turned in a”solid” first half of 2011 that saw it increase volumes, weather raw material price hikes, and see success in a “go-to-market” functional ingredient strategy as profits jumped 6.1% on 2010 figures. profits are up 6.1% at kerry for h1, \"despite significant raw material and input cost inflation\" kerry notched trading profits of €214m for the first half of the year, with sales jumping 8.
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woolworths has announced it is offering its customers a more efficient way to do their grocery shopping with a newly launched iphone application. customers can personalise the app to their local woolworths supermarket and create an aisle ordered shopping list, making it easier to navigate the store. customers can also add items to a shopping list with a barcode scanner, access recipes, and receive exclusive member offers and weekly catalogue specials.
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nestlé waters saw strong 5.8 per cent organic growth over the first six months of 2011 due partly to double digit sales in certain european markets. the company’s water segment saw sales of chf 3.4bn (€3.2bn) over the first half of the year, with a 8.6 per cent rise in trading operating profit margin. in a conference call, roddy child-villiers head of investor relations said pricing had turned positive in the second quarter after a year of reducing brands.
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Coca.Cola
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PEPSI
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Mcdonald
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Nestle
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Mars
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Baskin & Robins
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Nutrika
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Mumika
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Chika
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