The bid should help the growing number of individuals with allergic reaction to certain personal care ingredients, or those who simply wish to avoid specific ingredients that they don't wish to include in the daily routine. Likewise the company says that the technology could also be applied to food and beverage products in much the same way, helping to supply consumers with precise information about ingredients and the nutritional content, as a means of addressing food allergies and diet restrictions. The move will see DP&IP license Scanbury's interactive 2D barcode technology, making the chemicals company the exclusive technology provider, tapping into its global marketing and commercial capabilities. Once the bar codes are embedded into the product packaging, this enables countless consumer interactive applications to be downloaded from mobile phone sets. "Smart packaging represents a key future packaging trend and opens up new opportunities that run the gamut from better inventory tracking to brand enhancement," said Dr. John Hillenbrand, vice president of Innovation and Technology at DP&IP. Hillenbrand added that the company had chosen Scanbury because its barcode technology was more advanced and robust than alternative technologies currently available on the market. Likewise, Jonathon Bulkeley, Scanbury CEO, said that it had chosen DP&IP because of its in-depth experience in the packaging field, combined with its expertise in comercializing such technology. A recent study by market research provider NanoMarkets concluded that the global smart packaging market for printable electronic components will be valued at over $1.1bn and is set to grow to $4.2bn by the year 2011.