This summer, confectionery brand Mondelez (formerly part of Kraft Foods), was one of the core partners to trial RFID tags in select Safeways supermarkets in San Francisco. Shelftalks, in-store cardboard signs drawing attention to certain products, were embedded with NFC-enabled tags. These allowed customers to download product-related recipes when tapping the readers with their NFC-enabled smartphone. Recipes could then be shared via social networks and visitors could also download the brand’s i-Food Assistant app in one click. More than a third of people who initially approached the RFID readers went on to interact further with the technology. Mondelez worked with thinaire, a New Yorkbased NFC specialist, and News America Marketing (NAM) who focus on in-store advertising, to develop the initiative.