The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

QR codes are two-dimensional barcodes that act as a conduit between print and web through the use of mobile phone camera technology.

With the help of a QR code reader (available free on the web), consumers can take a picture of the on-pack code which will then direct them to great entertainment courtesy of Pepsi via WAP.

The QR codes will enable consumers to gain access to content provided by Pepsi, such as games, ringtones, wallpapers and more.

Chris Owen, Brand Manager for Pepsi at Britvic, said: “Yet again, Pepsi is at the forefront of consumer trends, providing great entertainment to people when and where they want it through their mobile phone. With the content being constantly updated, consumers will have more reason than ever to purchase Pepsi, to see what we’ve got to give them next.

“Pepsi has always led the way in providing consumers with entertainment. Now we’re using the newest technology to give people a kick in the right direction and really drive sales of the UK’s fastest growing cola in take-home grocery.”

Ahmed Abdel-Karim, Marketing Manager for Pepsi UK, said: “Pepsi is using QR codes to connect with, and engage consumers in a new and exciting way wherever they are. We're finding innovative ways to communicate with Pepsi drinkers and to reward their loyalty with entertaining and interesting content, ensuring Pepsi remains front of mind.”