Guala Closures backs connected packaging venture SharpEnd

IoT startup SharpEnd has received an undisclosed capital injection from Guala Closures.

The deal consists of the initial acquisition of 20% of SharpEnd shares, with potential further capital injections in the company. Guala Closures will be a minority investor while Cameron Worth, SharpEnd’s founder and current sole shareholder, will retain the majority of the shares

Founded in 2015, SharpEnd ’s client list includes PepsiCo, Nestlé, Unilever and Pernod Ricard. It says that the aforementioned partnership will enable it to accelerate its growth strategy.

SharpEnd and Guala Closures recently partnered with Californian wine brand Böen to deploy the latter’s NěSTGATE NFC technology. By tapping bottle caps with their smartphones, consumers are taken to an interactive farmhouse with a range of content experiences.

Paolo Ferrari, Guala Closures Group Chief Marketing Officer and M&A Director, says: “SharpEnd’s expertise will allow us to accelerate our Internet of Closures strategy development to help our clients provide better brand experiences to their consumers via the most advanced digital marketing solutions, turning data into valuable consumer insights.”

Worth adds: “The partnership with, and growth capital from, our friends at Guala Closures gives us access to their vast R&D facilities and accelerates everything we are doing across creative technology and data in key verticals such as fashion, FMCG, spirits and cosmetics.”