Definitions of intelligent (or smart) and active packaging abound. For the purposes of this article, “smart packaging” interacts with consumers — via smartphone, for instance. “Active packaging,” on the other hand, interacts with its own internal or external environment. In-pack odor-absorbing patches are in this camp.
Smart and active packages are finding a home in many product categories for applications ranging from the seriously fun to the decidedly serious. A fun and functional example comes from the Häagen-Dazs brand, which offers the Häagen-Dazs Concerto Timer app and companion packaging for all of its 14-oz. cartons of ice cream.