An Italian honey brand, Mielizia, has debuted augmented reality to its packaging in collaboration with Bergamo-based firm Ribo Beyond Expectations. The engaging packaging experience provides information regarding honey, the supply chain, and beekeeper. In addition to the honey line, the brand has implemented the augmented reality 2.0 digital project for the organic line. The packaging features web-based technology and is activated by scanning a QR code incorporated in the product design via smartphone. An Italian supermarket chain, Coned Centro Nord, plans to introduce a Virtual Avatar, which would interact with customers, telling them stories related to the supply chain.