Avery Dennison expands NFC portfolio to power smarter, connected packaging

USA – Avery Dennison has broadened its near-field communication (NFC) product range with a new flexible integrated circuit line featuring technology from Pragmatic Semiconductor, positioning itself to accelerate the adoption of intelligent, connected packaging at scale.

The expansion of its NFC Connect portfolio marks what the company describes as the first large-scale integration of flexible semiconductors into mass-market inlays.

Designed to enhance digital brand experiences, the solution also supports authentication, traceability and regulatory compliance initiatives, including emerging digital product passport frameworks in key global markets.

Mathieu De Backer, Vice President for Intelligent Labels Innovation at Avery Dennison, said NFC remains central to the company’s digital strategy.

“NFC technology remains a key part of the digital infrastructure for many of our clients across the globe.

“We are ready to mass produce products with Pragmatic NFC Connect, enabling us to further empower clients with reliable connectivity that supports consumer engagement and product authentication initiatives.”

The Pragmatic NFC Connect chips are thin, flexible and engineered for robustness, allowing integration into labels and packaging formats, including curved or irregular surfaces, that can be challenging for conventional silicon-based components.

According to Pragmatic Semiconductor, the chips are manufactured using fewer chemicals, less energy and less water than traditional silicon chips, supporting sustainability goals across supply chains.

James Davey, Senior Vice President for Sales, Business Development and Product Management at Pragmatic Semiconductor, said the partnership builds on a longstanding strategic collaboration.

“By integrating NFC functionality into products and packaging, even on curved surfaces, brands can deliver smarter, more connected experiences and deeper consumer engagement at scale.”

The move comes as brands and retailers increasingly invest in digital identity technologies to enhance transparency and reduce waste.

A recent Avery Dennison report found that digital identity solutions in food and beverage packaging can improve traceability, optimize inventory management and help cut food waste, with smart labeling identified as a key lever in extending shelf life.

In a related initiative, Avery Dennison has partnered with Walmart to expand the use of radio-frequency identification (RFID) labels in meat packaging, enabling real-time inventory tracking and improved stock rotation to minimize spoilage.

With regulatory pressure mounting around product transparency and circularity, and consumer demand growing for interactive brand experiences, the latest NFC portfolio expansion underscores Avery Dennison’s push to embed intelligence at item level,  transforming packaging from a static information carrier into a dynamic digital touchpoint.

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