SIAL 2016 : an augmented reality cake for birthday parties

Who said the food sector couldn’t think out of the box when innovation ? That’s at least the impression that Marseille-based compagnie patissière gave me with their connected cake, discovered at SIAL 2016 food fair in Paris.
This pastry includes a augmented reality target that can be activated with a mobile app.

The innovation stems from an opportunity seized by the CEO of this 60-people company when he was presented with the app. Applied to a chocolate cake, the innovation aims at targeting children aged 2 to 14 who want to enjoy playful experiences (for instance on the occasion of birthday parties). No market research was done prior to launching the product, except a desk research that helped better understand behaviors of the 2-14 segment and the use they make of smartphones and mobile apps.

The cake will be available from November at Carrefour for less than 8 Euros.