South Africa, Oct. 12 -- Launched at Melville bookshop Love Books, the collection features four South African-inspired designs, each linked to an original short story by a local author.

Consumers can scan a QR code on the jar's label to access the story in written or audio format, connecting a physical FMCG product with digital content.

The designs are available across Douwe Egberts' 200g Pure Instant Jar range, allowing consumers to collect the full set without changing their preferred coffee variant.

The initiative reflects how established consumer brands can use packaging to extend the product experience beyond its core function, offering consumers an additional reason to engage with a familiar household staple.

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