Dina Foods adds value to its Paninette® flatbreads range by cracking the QR code
Food & Drink / Dina Foods

Dina Foods adds value to its Paninette® flatbreads range by cracking the QR code

The Background

Suzanne Howe Communications has been Dina Foods’ PR partner since 2018.

In December 2022, SHC was asked to promote the fact that Dina Foods had introduced smart QR codes on new look packaging for its Paninette® flatbreads range, with two new Paninette® variants also launched – sourdough and oregano.

The new QR codes allow Dina Foods to share ideas with customers about how they can use its best-selling soft Lebanese two-layered flatbreads, linking through to a website with ideas for easy, varied and accessible recipes based on the Paninette®.

The Objectives

The objective was to promote the new smart QR codes and the two new Paninette® variants to a trade audience.

The QR-coded oregano and sourdough Paninette® are now available via foodservice, as well as own-label customers.

The Strategy

Using traditional PR, SHC created and distributed a trade press release.

In preparation for the introduction of the QR codes, Dina Foods created new recipes with stunning photography as well as building a new micro site within the website which is exclusive to customers who scan the QR code.

The QR codes also give international supplier Dina Foods insights into consumer behaviour, as they indicate what regions particular products are being scanned in, and how often.


Project Director Wilda Haddad said:

“We wanted to do this as there are so many exciting ways to serve Paninette®. They can be filled, with sweet or savoury fillings, used as a wrap or topped like a pizza, and eaten at any time of day. This has been a sizeable project, but a great investment to allow us to offer our customers and consumers inspiration and ideas, and to give added-value.”

With QR codes and two new Paninette® variants now launched, Dina Foods continues to work on new ideas to bring its authentic Mediterranean products to an ever-wider audience, with the PR support of SHC.

The Results

The trade press release achieved coverage in: Food & Drink Technology; International Sandwich & Food to Go News; World Bakers; Onboard Hospitality; Industrial News and Family Business United, reaching an audience of over 7,500 with 50 brand mentions.