More companies may be considering making augmented reality a big part of their printed labels in the future in order to generate a buzz among consumers.

Selected Cadbury's chocolate bars are soon to have special labels designed that are able to interact with smartphones using technology called Blippar.

For instance, one range will feature an embedded game called Qwak Smack. Owners of smartphones will point the device at the chocolate bar's packaging as though they are taking a photo and cartoon ducks will then stream from each end of it on the screen.

Players choose a team and then try to attack the other team's ducks, getting the opportunity to win prizes if they get good scores.

Sonia Carter from Kraft Foods, which owns Cadbury, said: "We were blown away by the technology and we're certain consumers will be. With one in three UK adults owning a smartphone, the potential market for initiatives like this is huge."

According to The Grocer, consumers are increasingly buying chocolate for family nights in, with the sector now worth £1.1 billion.

Denny Bros Ltd, 22 August 2011