What’s next for packaging.

snoop it! is a product of snoopstar GmbH and connects physical products and packaging with digital information, services and experiences.

This creates Connected Products through which brands can reach consumers directly, enable interactions and gain Consumer Insights from them.

snoopstar GmbH is the company behind the technology and platform.

snoop it! is the product that brands use to connect their physical products digitally and develop them into interactive, measurable touchpoints.

Smart Packaging connects physical packaging with digital information, services and experiences. This turns packaging into an interactive and measurable touchpoint between brand and consumer.

Connected Packaging connects a physical product with a digital world via technologies such as 2D/QR code, GS1 Digital Link or product recognition.

This digital world can contain product information, services, content, experiences or options for consumer interaction.

Your own product already has reach: it is seen, bought, taken home and used.

Digital activation can turn it into your own media channel through which brands reach consumers directly – right up to the actual moment of use.

Brands continuously invest in paid media to reach consumers. At the same time, their own products already give them a valuable touchpoint.

Connected Packaging makes this contact digitally usable and extends the customer journey beyond the purchase.

No. It adds a touchpoint that the brand itself owns and controls.

Paid media creates reach. Connected Packaging can continue the relationship at the product – with information, service, experience and interaction.

It can inform, advise, explain, inspire, entertain and activate – from product information and tutorials to video and storytelling to augmented reality, gamification, promotions, loyalty or commerce.

No. An attractive experience can create attention – but the business value goes much further.

Brands can use product contact as Owned Media, make consumer interaction measurable and gain insights for content, packaging, communication and brand development.

No. Packaging and product are the focus today – but snoop it! can also extend other physical touchpoints along the customer journey digitally.

These include, for example, displays, wobblers, posters, pavement signs, flyers, brochures, magazines, leaflets and other print and POS media.

This allows brands to activate consumers at the point of sale and continue the digital experience later on the packaging or product.

GS1 Sunrise 2027 describes the transition to using 2D codes at the point of sale.

For brands, this creates the opportunity to use the new code not only for product identification, but also as a digital gateway to the product and the consumer.

A technical label can become a new digital touchpoint.

The same access can enable, for example, product information, services, campaigns, experiences or other digital applications.

Not necessarily. This is exactly where GS1 Digital Link and the resolver play an important role.

The physical code can stay in place while the digital destinations behind it are controlled flexibly and developed further.

GS1 Digital Link connects standardised product identification with the web. This allows a product to be connected with digital information, services and applications via a 2D code.

Because the code on the packaging can stay in place for a long time while the requirements behind it change.

Secure your GS1 Digital Link today – and keep all options open for tomorrow with our resolver.

Product information today. Service, campaign or experience tomorrow.

With suitably dynamic solutions, yes. Digital destinations can be adjusted while the physical code on the packaging stays in place.

The code stays. What happens behind it stays flexible.

Yes. Digital content can be controlled to match product, market, country, language or use case.

If your packaging is being redesigned or switched to a 2D code anyway, you can generate the GS1 Digital Link with us as a GS1 Solution Partner today and connect it to the snoopstar Resolver.

This means the code can already be printed on the packaging – even if the digital experience behind it will only be created later.

No. That is exactly the advantage of a flexibly designed digital product gateway.

The GS1 Digital Link can already be used on the packaging today. Via the snoopstar Resolver, the digital destination behind it can be developed further later – for example with product information, services, campaigns or a snoop it! experience with augmented reality.

This way, the packaging can already be produced while the digital world behind it grows with the brand's requirements.

The resolver turns the GS1 Digital Link into a flexibly controllable digital product gateway.

It makes it possible to connect different digital destinations and applications with the product and develop them further later, without having to change the code that has already been printed.

Create the digital product gateway today. Activate new possibilities behind it tomorrow.

The Digital Product Passport (DPP) makes defined product information available digitally. Which specific requirements apply depends on the product category and the regulatory framework.

No. It is being introduced step by step and product by product.

The central European basis is the Ecodesign for Sustainable Products Regulation (ESPR). The specific requirements and deadlines for individual product groups are defined in corresponding legal acts.

Not in our view.

The emerging digital access to the product offers – provided the respective regulatory and technical implementation allows it – the opportunity to offer services, content and product experiences alongside mandatory information.

Yes. Regulatory requirements such as the Digital Product Passport (DPP), the EU Packaging and Packaging Waste Regulation (PPWR) or the EU directive Empowering Consumers for the Green Transition (EmpCo) create new information needs around product and packaging.

A digital product gateway can make this information accessible to consumers – and offer more at the same time: services, further content, relevant experiences or options for interaction.

This turns access driven by regulation into an additional digital touchpoint between brand and consumer.

EmpCo stands for the EU directive "Empowering Consumers for the Green Transition". It strengthens consumer protection against misleading environmental and sustainability claims and sets higher requirements for the transparency and verifiability of such claims. The corresponding rules have applied since 27 September 2026.

For brands, this means: sustainability claims should be clear, verifiable and substantiated in line with the legal requirements.

General environmental claims such as "environmentally friendly", "green" or "climate friendly" are regulated much more strictly. Specific requirements also apply to sustainability labels and claims about future environmental performance.

On packaging in particular, however, space for detailed information is limited.

A digital product gateway can help brands make further information and evidence accessible and explain more complex relationships clearly.

The Packaging and Packaging Waste Regulation (PPWR) is the new EU regulation on packaging and packaging waste. It has applied since 12 August 2026 and sets new requirements for packaging across its entire life cycle – including recyclability, use of resources, reuse and labelling and information obligations.

For certain information and use cases, the PPWR provides for QR codes or other standardised and open digital data carriers.

For example, further information on reuse is to be provided digitally for reusable packaging. Digital technologies also play a role in labelling and information requirements. The specific requirements and dates differ depending on the use case.

This makes digital access to packaging even more important.

The Digital Product Passport, the PPWR and EmpCo are different regulatory topics – they should not be equated.

Together, however, they point to one development: structured, transparent and verifiable information around product and packaging is becoming increasingly important.

With snoop it!, a digital access point can be created through which relevant information can be provided and flexibly developed further.

This way, an information need driven by regulation can also become a relevant digital touchpoint between brand and consumer.

Depending on the implementation, activations, unique users, regions, engagement, content performance and interactions can be analysed, for example.

This shows how consumers interact with product and content.

What matters is not the individual metric, but the interpretation of the interactions.

Which content is of interest? Which topics create engagement? Which offers are used? Where do users drop off?

These patterns can give rise to hypotheses about interests, needs and relevant topics.

Yes. Surveys can be integrated into a digital product experience.

This makes it possible not only to observe what consumers do, but also to ask specifically what they think, need or prefer.

Digital surveys at the product touchpoint can add an additional source to classic market research.

Depending on the question, product perception, usage, needs, preferences, packaging, communication or new product ideas can be explored, for example.

The combination of measured behaviour and active feedback is particularly interesting.

No. snoop it! can add real consumer signals and direct feedback at the product touchpoint to classic market research.

This creates a further perspective on the consumer – particularly close to the actual product and moment of use.

Insights can feed into the further development of product, packaging, positioning, content, communication, campaigns and consumer experience, among other things.

Not necessarily.

Access can be via a QR/2D code, for example. Depending on the use case, product recognition or integrating the snoop it! technology into existing brand apps are also possible.

In principle, a wide variety of physical products and packaging can become the starting point of a digital experience.

The right access depends on the product, the use case and the desired consumer journey.

No. We can support you from the development of the use case and the experience onwards.

The starting point should not be the technology, but the question:

What do you want to achieve with your product?

Yes. A clearly defined pilot on one product or range is well suited to testing the experience, consumer interaction and possible insights first.

Yes. We work together with existing design, packaging, digital and communication partners.

Alternatively, agencies and creatives can also become snoop it! Trusted Partners themselves.

Trusted Partners are, for example, design and creative agencies, packaging specialists, artists or creators who use snoop it! to develop their own digital product experiences and offer them to their clients.

The snooperator is the tool for our Trusted Partners to create, manage and publish their own snoop it! experiences.

The partners bring the idea, design and creation – we provide the platform and technology.

You can – but you don't have to.

Trusted Partners can develop experiences themselves with the snooperator or, depending on the project, get support from us with concept, technology and implementation.

Yes. The basic idea is:

Your client. Your idea. Our technology.

The partner manages their client relationship. snoopstar GmbH provides the platform, technology, know-how and support with snoop it!.

Depending on the model, this includes: snooperator, training, tech support, case library, sales toolkit and know-how.