Suntory Beverage & Food Great Britain & Ireland (SBF GB&I), the producer of Lucozade and Ribena, has partnered with Polytag to deploy advanced QR technology across its packaging.

The collaboration will enable SBF GB&I to use packaging as a dynamic digital touchpoint, while gaining greater visibility into product movement and consumer engagement.

Keith Allen, Head of Commercialisation at SBF GB&I said: “Polytag’s platform gives us supply chain visibility, consumer engagement capabilities and market intelligence through a single integration. The ability to manage campaigns dynamically whilst capturing location data and consumer behaviour insights transforms how we understand and serve our customers.”

Polytag’s enterprise platform allows SBF GB&I to generate, manage and analyse GS1-compliant QR codes at barcode level through dashboard tools. Each code provides access to a suite of capabilities, including location-aware scanning data, campaign scheduling, embedded video, social links and fully brandable web pages, creating more seamless brand experiences.

Alice Rackley, CEO of Polytag, said: “Suntory Beverage & Food GB&I’s adoption of our platform demonstrates how enterprise brands are transforming packaging from static containers into intelligent assets.

“The depth of insight available through location-aware scanning combined with our campaign management tools gives companies like SBF GB&I the agility to respond to market dynamics in real-time whilst building direct relationships with consumers at the point of interaction.”

The initial rollout will focus on selected SBF GB&I drinks in the UK, with expansion plans informed by scanning insights and engagement data generated through Polytag’s analytics platform.

Will Addy, Chief Commercial Officer of Polytag, added: “Scaled organisations like SBF GB&I need technology that can handle complexity at volume – millions of individual codes, multiple concurrent campaigns, and data synthesis across diverse markets.”

“Our suite of tools, from campaign scheduling to embedded content and real-time dashboards, is built specifically to give enterprise teams the control and insight they need to execute sophisticated strategies without operational burden.”

Last year, Waitrose announced it was partnering with Polytag on a scheme designed to monitor the volume of its plastic packaging that is being recycled.