The cloud-based application enables track and trace capability for labels and is designed to help brand owners bring labels and packaging online. In creating this smart label solution for brand owners, we have worked with UPM Raflatac and Magic Add to put the smart part into label design. Many industries are integrating technology into their product lines and producing smart products to meet current trends. Xeikon continues to utilize the constant advancements in technology for the benefit of the label community. This smart label solution incorporates technology that extends the functionality of labels and packaging beyond traditional print methods. Engaging with the consumer through smart labels has a multitude of creative possibilities. Information can include recipes, wine recommendations, details and advice on food calories, health and dietary information. Importantly for the pharmaceutical sector, an extra layer of information can be added to communicate on vital guidelines and safety warnings. In the food sector, brands can use the smart label to show the origin and composition of their product. These coffee bags samples have been developed to illustrate the capabilities of Smart Label. Using three bags of coffee with three different label designs, the experiment showed visitors which out of the three is the ‘best seller’ in the market. The example revealed live data showing the tracing of the coffee to a specific farmer, and the tracking of the product through its journey to the store and to the end user. This valuable information gives visibility to the end user and market intelligence to the brand owner, and contributes to the security of the supply chain. Xeikon’s system is also offering the brand owner an option to change their designs while maintaining the smart content.