Hershey leads the way with the ‘unstealable’ chocolate bar through Connected Packaging | 11-06-2025 |

As if to reinforce the importance of Connected Packaging as a key marketing and consumer engagement channel, Hershey, the famous chocolate brand has teamed up with AIPIA member ADT Security Solutions on tech-enabled packaging that guards against chocolate theft! It’s a clue to why attendance at the up-coming AIPIA & AWA World Congress is a must for Brand Owners!

In Brazil, chocolate lovers sometimes known as  Barra Lovers, face the prospect of their favourite treats strangely disappearing, whether lifted from an office desk or swiped from a kitchen cupboard. In a tongue-in-cheek response, Hershey has partnered with ADT to create the ‘Unstealable’ chocolate bar. 

The packaging for Hershey’s premium Special Dark line features built-in Bluetooth technology and a monitoring system that alerts the owner via smartphone whenever the bar is moved from its original location. The Bluetooth tags integrated into the packaging share playful messages like: "Your bar is in danger—looks like you’re not the only Barra Lover nearby.” 

This clever fusion of security technology and indulgent snacking not only protects the product, it also underscores how packaging can be both interactive and emotionally resonant. A similar concept—preventing product theft through lockable packaging—has also been demonstrated across the food and personal care sectors. 

The original story, appearing in online AI platform TrendHunter, highlights some of the key themes which will be covered during the AIPIA & AWA World Congress and the Interactive Brand Packaging Network (IBPN) sessions:

• Trend Themes
• Bluetooth-enabled Packaging - Products are increasingly using Bluetooth technology in packaging to enhance security and provide interactive experiences.
• Smart Anti-theft Solutions - The integration of smart anti-theft systems into everyday consumer goods transforms item protection into a tech-savvy solution.
• Collaborative Brand Security Innovations - Brands are partnering with security firms to create unique product protection solutions, elevating consumer trust and product safety.
• Industry Implications
• Confectionery - The confectionery market is expanding its offerings with technological enhancements to cater to consumers' needs for novelty and security.
• Consumer Electronics - The evolving integration of electronic components in non-traditional consumer products showcases potential growth areas for electronic innovations.
• Security Solutions - The security solutions industry is broadening its reach by adapting technologies for non-traditional applications, blending safety with everyday convenience.

ALL THIS AT AIPIA CONGRESS 2025 AMSTERDAM