Natural Abundance, a plant-based food tech start-up, has rolled out its first non-fungible token (NFT) based physical packaging in New Zealand.
The new offering includes a collection of 200 physical packets, printed and distributed exclusively across Countdown stores in the country.
People holding the collectible packets are anticipated to receive a free airdrop of digital NFT art minted on the Ethereum blockchain, Art on Opensea, said the company.
It has already rolled out a collectible packaging for Blueberry Plant Cakes, across undisclosed Countdown stores in New Zealand.
Natural Abundance managing director Kristina Ivanova said: “This is our first attempt to move retail to a new era of ownership and brand loyalty.
“We won’t blame you, if you decide to devour our cake, but you will still have the physical asset to hold as your collectable. We wanted to make something special, something bigger than us and our brand.”
According to Natural Abundance, NFT is a unique token that is a non-interchangeable unit of data stored on a digital ledger and is the latest global phenomenon with growing popularity.
NFTs can represent items such as photos, videos, audio, and other digital files as unique items, and establish a verified, public proof of ownership using blockchain technology.
They allow people to buy and sell ownership of unique digital items and keep track of their owners, using blockchain technology.
While NFTs exist in digital space, Natural Abundance’s launch of the first digital NFT based packaging is said to combine the digital and physical worlds.
The holders of these physical packets will receive a free airdrop of high-definition digital NFT Art, which can be viewed on the open sea or on Natural Abundance website.
Natural Abundance was recently acquired by plant-based milk company MILK 2.0.
Kristina added: “We wanted to reflect true New Zealand; New Zealand I fell in love with and New Zealand that reflects and portrays strong innovation and an attitude of punching above our weight globally.
“If you look closer, you can see hand-drawn illustration. Our aim in the future is to explore ways to use blockchain technologies for our business and for our customers. It will be the challenger brands like Natural Abundance that will set the tone of what’s to come.”