Kevin Lee sat down with Josh Gordon, the founder of Virtual Fudge, to explore how augmented reality (AR) is reshaping the way shoppers interact with products on the shelf.
Josh explained that Virtual Fudge specializes in bringing otherwise static packaged goods to life through immersive AR experiences. Instead of a traditional, unmoving package, consumers can point their phones at an item—such as a product like Noya Lip Balm—and instantly see rich, animated content layered over the real-world object.
Beyond visual flair, Kevin noted that AR can deliver valuable information once the system recognizes a product, including its ingredients, usage ideas, and unique benefits. When asked how Virtual Fudge plans to reach critical mass with its app, Josh emphasized that the responsibility ultimately lies with the brands that adopt the technology. Virtual Fudge provides the software platform, while brands drive adoption through their marketing strategies.
One key path to scale, Josh highlighted, is shareability. By creating AR experiences that are inherently social—such as a celebrity virtually hugging a basketball player or interacting playfully with a product—brands can encourage consumers to capture and share these moments with friends, amplifying reach organically. Josh also pointed to the near future, where today’s mobile-based AR experiences will migrate onto AR glasses as they become widely available, making the entire world feel “alive” with digital overlays. As the conversation wrapped up, Kevin wished Josh success with his app and networking at Expo West, and Josh reflected positively on what has been a productive conference for Virtual Fudge.
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