Packaging creates the first impression from consumers when selecting commercial food or beverages. Different packaging components are important as they contain all areas of interest related to branding, shape, design and nutritional information, which could determine willingness to purchase and success of products in the market. However, traditional packaging acceptability assessments based on focus groups, acceptance and preference tests may be biased and subjective. Therefore, novel assessment methods have been developed based on more objective parameters, including non-invasive biometrics such as eye tracking, emotional responses from consumers and changes in physiological parameters, such as heart rate and body temperature. Emerging technologies have also been studied for packaging assessment, such as virtual/augmented reality and artificial intelligence tools, including computer vision and machine learning modelling. Furthermore, counterfeiting has been a major issue among commercial products, with food and beverages accounting for 10% counterfeited, including packaging and branding. This chapter focuses on the latest research on intelligent and digital technologies for packaging development, assessing consumer acceptability towards packaging and authentication using new and emerging digital technologies.