Augmented reality packaging

Meaning

What is augmented reality packaging?

Allergen labelling is a central component of food information and ensures that consumers can quickly and clearly identify potentially allergenic ingredients. The basis for this is the EU’s Food Information Regulation (FIR). It obliges all food manufacturers to clearly highlight the 14 most important allergens – including gluten, eggs, milk, nuts, celery, mustard and sesame – in the list of ingredients.

For food brands, producers and restaurants, this is not only a legal obligation, but also an important contribution to safety, transparency and trust. Consistent and clearly structured allergen communication also strengthens brand perception and prevents misunderstandings among consumers.

Clarity, legibility and harmony between regulation and design play a decisive role, especially on packaging. Here, allergen labeling is directly linked to areas such as packaging design, product communication and brand experience.

Requirements & best practices for food brands

Implement legal requirements correctly

The FIR stipulates that allergens must be visually highlighted in the list of ingredients – often in bold print or capital letters. Allergen information must also be available for unpackaged goods (bakery, canteen, catering), either in writing or verbally with appropriate documentation.

For brands, this means that every product packaging, every label and every digital product text must be maintained completely and consistently. A systematic design of the information architecture is particularly recommended for product lines or relaunches so that every product meets the same standards.

User-friendly presentation & clear communication

Good allergen labeling goes beyond the obligation:

• It is formulated in an understandable way,
• graphically clearly structured,
• and can be captured intuitively – both on packaging and online.

Many brands also use icons or color codes to make it easier for consumers to find their way around. However, it is important that these additional elements do not replace the mandatory information, but rather complement it in a meaningful way.

Modern, accessible labeling strengthens the user experience and has a direct impact on brand perception: It shows care and a sense of responsibility. This is particularly relevant when products are listed in retail, gastronomy or e-commerce.