Industry leader Jenny Stanley releases updated connected packaging book addressing US regulatory transformation and AI-driven consumer experiences

30 October 2025, London - Creative technology studio Appetite Creative today announced the release of the updated edition of ‘Connected Packaging: The Game-Changing Marketing Tool’. Authored by Managing Director, Jenny Stanley, the expanded 316-page guide addresses the seismic regulatory shifts transforming the US market, as well as breakthrough AI and gaming technologies redefining consumer engagement.

The updated edition features three entirely new chapters addressing the most significant developments since the book's original September 2024 publication, plus comprehensive updates to all survey data and industry statistics reflecting 2025 findings.

“When this book was first published, connected packaging was emerging as a powerful media channel for brands,” said author Jenny Stanley. “Then in April 2025, major UK supermarket chain Tesco launched the first large-scale retail QR code trial, proving the digital transition is well underway. This further fuelled by US regulatory changes and GS1's 2027 deadline approaching to replace barcodes with QR codes, with 48 countries globally actively piloting this transition. Brands face an urgent imperative: adapt now or risk obsolescence.”

Key additions to the 2025 edition include:

1.      Chapter 2: The Barcode Revolution - GS1 and The Retail Transformation - Documents Tesco's groundbreaking April 2025 pilot replacing traditional barcodes with GS1-powered QR codes, signalling that the retail transition is no longer if but when.

2.      Chapter 10: The Next Generation - AI, Gaming and the Future of Connected Packaging - Showcases breakthrough campaigns including Sunny Oil's AI-powered recipe recommendations and Danone Alpro's gaming experience achieving 14% scan rates, proving that sophisticated technology delivers measurable business results.

3.      Chapter 11: America's Connected Packaging Transformation - Provides comprehensive analysis of US regulatory changes (DSCSA, EPR programs, FSMA requirements) creating unprecedented opportunities for brands.

4.      Expanded Data Privacy Coverage - Comprehensive guidance on the California Consumer Privacy Act (CCPA) alongside GDPR requirements, addressing the complex multi-jurisdictional reality facing global brands.

5.      Updated Industry Data - All statistics, survey data and market insights updated to reflect 2025 Global Connected Packaging Survey findings. The survey revealed that 88.8% of professionals now see connected packaging as increasingly important, up from 80.4% in 2024. Meanwhile, only 13.4% still view it as a passing fad, down from 23.2%. Gamification adoption reached 59%, representing a 15% year-on-year increase.

The book also outlines proven implementation frameworks based on real campaigns achieving 14%+ scan rates versus 0.1% for traditional digital ads, comprehensive regulatory navigation covering US and European requirements and technology selection guidance with honest assessments of QR codes, NFC, RFID, AR, AI and blockchain applications.

‘Connected Packaging: The Game-Changing Marketing Tool’ (Updated 2025 Edition) is now available globally through Amazon in paperback format (ISBN: 9798267984812). Purchase on Amazon here: https://mybook.to/C6Ol 

Notes to editors

About Jenny Stanley, Founder and Managing Director, Appetite Creative 

Jenny has over 20 years experience in international sales management across the media, advertising and creative technology industries. Jenny is Managing Director and Founder of the global leader in connected packaging, Appetite Creative. The creative technology studio unites brands with audiences through web app based interactive brand experiences.

Jenny has pioneered the integration of digital experiences into physical packaging, transforming it into a powerful marketing tool that drives consumer engagement and provides valuable data insights for brands. Under her leadership, Appetite Creative has developed groundbreaking connected packaging campaigns reaching millions of consumers worldwide, for global brands including Tetra Pak, AB InBev and Nestlé. 

Her latest book released in September 2024, ‘Connected Packaging: The Game-Changing Marketing Tool’ was an industry first on the subject of connected packaging. Jenny’s comprehensive guide offers fresh perspectives on this rapidly evolving field.

Prior to launching Appetite Creative in 2015, she began her career at Microsoft as a senior member of the sales team, she then moved to UTarget and Oddcast leading business development. Latterly, she was sales director at EyeWonder/Mediamind and European commercial director at Adform.

About Appetite Creative

Appetite Creative, the global leader in connected packaging, unites brands with audiences through web app based immersive brand experiences. The team of digital marketing specialists use cutting-edge technology to help advertisers better understand audiences, optimise marketing, drive sales and improve two-way customer communications. 

Operating across the EMEA, Americas and MENA regions, Appetite Creative helps brands realise the potential of their most powerful marketing asset already found in the hands of their customers, by turning product packaging into a media channel. 

Appetite Creative works with a variety of recognisable brands including Bacardi, Tetra Pak, Greiner Packaging, Pepsi and Coca-Cola.

As pioneers in the field, Appetite Creative hosts the Global Connected Packaging Summit and facilitates the Global Connected Packaging Survey annually. In 2024, managing director, Jenny Stanley, authored the first definitive book on the topic titled: ‘Connected Packaging: The Game-Changing Marketing Tool’.