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THE TECHNOLOGY AND INNOVATIONS MAGAZINE FOR FMCG PACKAGING PROFESSIONALS packaging
DECEMBER 2017 gazette GB £4.95 Europe €5.75 USA $9.95
The FX500e Foil Imprinter enhances each product label by adding a touch of luxury
PRODUCT INNOVATIONS | TECHNOLOGY | DESIGN | CONTRACTS & PROJECTS | INDUSTRY NEWS PG Dec 2017_Steph_Layout 1 10/11/2017 14:04 Page 2 PG Dec 2017_Steph_Layout 1 10/11/2017 14:04 Page 3
COVER PRIMERA page 30
DECEMBER 2017
If ever there is a case to the BBC tasked his agency with developing in this issue, and you can read expert prove how packaging and a new concept that couldn’t use the word opinions on how this is responding to marketing can reinvent a ‘marmalade’. At Packaging Gazette, we changing consumer trends and product product, it has been well were keen to find out what the fuss was all challenges. The other key theme in this highlighted by Yorkshire about so decided to have a look at the issue is our industry’s impact and choices branding agency ALLGOOD, resulting products and packs for ourselves. regarding the environment. We’ve got who were recently tasked by the BBC with After receiving a selection from ALLGOOD, some excellent insights from all material repositioning the traditional marmalade the zesty favourites are now a firm fixture sectors and we continue this theme into and helping it resurface as a food of choice on our office porridge and my teenage Question Time, with legislative targets and for new generations at a time when it was sons have also taking to smothering it on consumer awareness giving respondents in danger of become extinct. croissants, yet it probably wouldn’t plenty to comment and advise on. The BBC explored how traditional foods otherwise have crossed our minds and was could be re-marketed in its programme never a regular fixture in our shopping Rip Off Britain, and agency owner Paul basket. This is undoubtedly the star Dodd, who suffered a brain haemorrhage product in our Design Gallery this month. Stephanie Cornwall in January, was coaxed back to work when Luxury packaging is one of the key themes Editor
Editor: NEWS 4 24 QUESTION TIME Stephanie Cornwall A round-up of national and international events, We speak to different industry leaders about how [email protected] trends, impacts, legislation changes and more and which ‘green’ issues are impacting on us Production Controller: Sheldon Colaso PLASTIC INDUSTRY AWARDS 8 28 LUXURY PACKAGING [email protected] TV presenter Nick Knowles revealed the 15 This month’s focus section looks at the materials, winners of the 2017 awards. We give full coverge finishes and demands within luxury packaging Account Manager: Donna Jenkins [email protected] INDUSTRY NEWS 10 31 INTERNATIONAL FOCUS Companies and their agents give us their updates Round-up of some of the events, M&As, Credit Control Manager: legislation and more happening overseas Carole Todd NEIL SAYS [email protected] 11 Neil Farmer discusses innovations Administration in the luxury packaging market & Subscriptions: Louise Stupples [email protected]
Commerical Director: Donna Jenkins [email protected]
Publisher: Robert Nisbet 32 THE DESIGN GALLERY [email protected] We showcase some of the newest package SHOW NEWS & REVIEWS 12 designs and relaunches to catch our eye We look at what was on offer and what’s in store 36 READER PROFILE DESIGNER’S DEN 15 We interview ‘The Plastic Man’ himself Media One Communications Ltd, Martin Bunce looks at the influences of colour 39 DESIGN FOCUS 1 Accent Park, Bakewell Road, Orton Southgate, Peterborough, We look at a new dispensing tea product PE2 6XS. Tel: 01733 385300. PACKAGING NOTIONS 17 www.mediaone.co.uk Chris Waterhouse discusses the wealth of 36 PRODUCT NEWS Copyright 2017©, all rights reserved. No knowledge we can gain from other industries part of this publication may be reproduced Companies and their agents showcase products in any way without written permission from the publisher. All views and opinions ex- ENERGY & ENVIRONMENT 18 49 LAST WORD pressed are not necessarily those of the Industry associations and specialists in packaging Richard Southon discusses how we should use publisher. materials look at some of today’s pressing issues packaging to develop consumer trust and loyalty
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NEWSNEWS
Packaging ‘Counterfeits Packaging Gazette will deprive five Columnists million of jobs’ A new report has predicted five million global job losses as a result of counterfeiting and piracy over the next five years. ‘Illicit Trade: Fueling Terror NEWS Financing and Organised Designers call Crime’ has estimated that the NEIL FARMER Plastics and total economic and social costs MANAGING DIRECTOR trade groups for post-Brexit globally through counterfeiting NEIL FARMER ASSOCIATES and piracy worldwide, which www.neiljfarmer.co.uk extend invitation protection stood at 898 billion US dollars A chartered scientist, environmentalist Independent and SME in 2013, is expected to rise to and author, Neil has more than 34 to join mission 1.87 trillion by 2022. years’ experience in the industry. designers have asked for full The British Plastics Federation protection against copying that The International Hologram (BPF), in partnership with the mirrors that provided by the EU, Manufacturers Association Department for International post-Brexit. A report by design (IHMA) says the report Trade (DIT), is inviting UK & IP campaigning body, Anti published by the Organisation companies to join a trade Copying in Design (ACID), for Economic Co-operation and mission to the Indian studied evidence submitted to Development (OECD) is tradeshow, Plastindia, the UK Intellectual Property ‘extremely disturbing’ and in February. urges a ‘redoubling’ of global JO SAKER Office and the requirement for authentication strategies. CREATIVE DIRECTOR The Trade Mission to the state further analysis of the Brexit & PARKER WILLIAMS of Gujarat, birth place of IP issues that UK lone micro The IHMA says global www.parkerwilliams.co.uk Mahatma Gandhi, includes and SME designers face. counterfeiting shows no sign of With 20 years’ design experience, Jo access to a market briefing and All respondents stated that, abatement and more needs to heads up the creative team for a drinks reception at the post Brexit, if they lose EU be done to stamp it out. London-based design agency. residence of the British Deputy Community design protection High Commissioner to they want a new UK Ahmedabad Geoff Wain, at unregistered design created which a senior diplomat and that will mirror EU protection sector expert will brief and last 15 instead of three delegates on successful years (similar to current UDR) strategies for securing but also give protection for a business in India, one of the combination of lines, contours, ALAN DAVIES world’s fastest growing plastics shape, ornamentation, colour, GLOBAL DESIGN MANAGER markets. The delegates will texture, materials, similar to ESSENTRA EU UDR, with 99% concerned equator-design.com also be set up with pre- about the potential loss of EU Alan has more than 20 years’ arranged business-to-business experience enhancing some of the meetings at the tradeshow. design protection. world’s top consumer brands. To support the trade mission, the BPF and DIT will be distributing a British group Dutch exhibition reveals guide featuring the details of mission participants. recycled material capabilities Mission participants will also ECO-oh!, an organisation which Ketelhuisplein featured work by be able to use the joint BPF/DIT strives to make sustainable Dutch designers Basten Leijh, stand to conduct meetings and products out of waste LINT landscape architecture, to display marketing material. ZOE BRIMELOW materials, collaborated with Simone Post and Studio BRAND DIRECTOR Themes at the tradeshow four Dutch designers to present Thier&vanDaalen, and DUO UK include emerging sectors in its work and showcase some highlighted the possibilities www.duo-uk.co.uk India, including sports, 3D of its compilations at Dutch that can be created from Zoe has a strong marketing printing and plastic Design Week. household plastics recycling. background and was the first woman composites, as well as growth The New Normal: Let’s Recycle ECO-oh! works to improve to be invited onto the board of Duo UK. areas, which include the For Life exhibition at the solutions for recycling yoghurt automotive sector, healthcare, pots, butter dishes and other packaging, infrastructure, small plastic items and making agriculture, telecoms and people aware that mixed renewable energy. plastics can also be used as Plastindia 2018, its 10th raw materials. “As designers, edition, takes place from we see the task and challenge February 7th to 12th and will to use good and sustainable CHRIS WATERHOUSE play host to more than 2000 materials,” said a Studio CHAIRMAN exhibitors and 200,000 visitors. Thier&vanDaalen spokesman. THE PACKAGING SOCIETY www.iom3.org/packaging-society Chris is an experienced package engineering and supply chain See what our followers are tweeting about. professional specialising in pharma. Join us on Twitter @PGNews
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NEWSNEWS
BPF launches CareerZone ‘All EU plastics RECYCLING The British Plastics Federation in the plastics industry. It hosts should readily PARTNERS (BPF) has launched a new CareerZone, a portal for website to help students learn students, graduates and oxo-biodegrade’ about possible careers in the employers to access The Oxo-biodegradable Plastics plastics industry. information about courses and Association has said the EU The website, which is supported training, career pathways, as should make it mandatory for by the Worshipful Company of well as jobs and case studies manufacturers to make all Horners, has been launched in from industry professionals. everyday plastic items (made response to the skills shortage The sections of the site include with PE or PP) using oxo- information on plastics’ sectors biodegradable technology, so and industry statistics, an that they will convert rapidly interactive page on career Organisations from across into biodegradable materials, in progression including skills the paper cup supply chain the open environment. requirements and salary, a have signed an agreement The organisation was guide to short courses, with the Alliance for responding to a consultation by postgraduate courses, and Beverage Cartons and the the EU Commission on options polymer apprentice training Environment (ACE UK) to for reducing releases in the standards, case studies, job accelerate UK recycling of environment of microplastics. listings and a location search of PE lined paper cups. The It states that while the public collaboration will aim to BPF member companies. and private sectors are deliver a long-term, reducing the use of plastics, nationwide paper cup reusing and recycling them, recycling solution which Association launches film to thousands of tons of builds on the recycling conventional plastic items still activities achieved so far by highlight steel preservation get into the open environment the paper cup industry. and will do so for many years. Those signed up to the A new film from APEAL, the managing food waste at all It stresses that plastic made agreement include: Benders Association of European stages in the supply chain. with oxo-biodegradable Paper Cups, Bunzl Catering Supplies, Caffe Nero, Costa Producers of Steel for The film, which highlights the technology costs little or no Coffee, Dart Products Packaging, has been launched increased product shelf life and more than conventional Europe, Greggs, Huhtamaki, to highlight the unique convenience of food packed in plastics, and can be made with International Paper, preservation qualities of steel, forms part of a new existing factories, machinery McDonald’s UK, Nestlé, Pret steel packaging. campaign from APEAL: Less and workforces. It would take A Manger, Seda Group, Having recently welcomed the haste, save taste cut waste. no more than a few months to Starbucks, and Stora Enso. European Parliament’s (EP) The latest recycling figures from convert all Europe’s production From January, all ACE UK initiative report – Resource APEAL have confirmed that with of everyday plastic items to bring banks will accept efficiency: reducing food waste, 77.5% recycled in 2015, steel is oxo-biodegradability, it claims, paper cups for recycling, improving food safety – APEAL is the most recycled packaging and many countries outside of delivering 382 more UK increasing its own efforts to material in Europe. The film can Europe have already made recycling points. drive improvements in be viewed at www.apeal.org. this mandatory.
Negative impact on brands December created by street litterers DIARY DATES 1 21-23 November Event covering latest industry FOOD MATTERS LIVE The ‘sea of litter’ in England is news and updates, as well as EXCEL, LONDON technical advancements and costing taxpayers £1 billion per www.foodmatterslive.com innovations year, according to Keep Britain Annual event exploring the Tidy. The charity also revealed relationship between food, 5-7 December health and nutrition that 62% of the population have DIGITAL PRINT FOR admitted to dropping litter onto 29-30 November PACKAGING streets. The same amount LIFTEX 2017 BERLIN, GERMANY www.printfutures.com admit being concerned about INTERNATIONAL CENTRE, TELFORD A 'must attend' event for the the appearance of their area. www.liftex.org print industry' In another survey by E-cig Show for those involved in the manufacturer Vapour.com, lifting industry 14-16 December PACK AFRICA where 1,203 consumers gave Inquiry from 2013 revealed 4–7 December CAIRO, EGYPT their opinions on branded litter, that 39% of the public would www.packafrica.com be more likely to purchase PLASTICS AND PAPER IN what they most commonly see CONTACT WITH FOODSTUFFS Technology exhibition for on our streets and their from a business working to packaging and processing BERLIN, GERMANY industries feelings about these brands, it reduce litter and 34% would be www.food-contact.com became apparent that seeing less likely to buy from a brand Overview of the latest EU 17-18 January 2018 an item as litter can reduce a they see as litter. legislation as well as a small 6TH ANNUAL FUTURE OF focus on global regulations consumers’ willingness to buy Branded litter could represent POLYOLEFINS SUMMIT a 2% drop in a company’s DUSSELDORF, GERMANY that brand. The survey shows 5-7 December www.wplgroup.com 76% of participants look on a turnover, with 82% saying they PACKAGING EUROPE Conference looking at the business negatively when should do more to reduce litter, CONFERENCE supply & demand trends of seeing their brand amongst compared to 72% saying the BERLIN, GERMANY feedstocks, the global and European polyolefin markets street waste. The Big Litter government should do more. www.printfutures.com
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NEWS Healthy lunchbox event hosted Best polymer Shrinkflation apprentice of seen as 'rip-off' Tetra Pak recently hosted an school lunchbox, with the same event in Westminster to fuel a number choosing convenience the year to be by consumers discussion around how parents over health when purchasing can be better supported in food and drink items. The event annnounced Haribo has shrunk the size of making healthier lunchboxes focused on how the industry, its £1 sweet packs; Kleenex has Winner of the Polymer for their children at school. government stakeholders, also shrunk its pack sizes, but Apprentice of the Year Award, Research commissioned by schools, and manufacturers kept the same price, and run jointly by the Worshipful Tetra Pak found more than a can work together to better Andrex has reduced the size of Company of Horners and third of parents feel guilty for support parents during a time toilet rolls from 221 sheets to the British Plastics Federation not providing a healthy enough when childhood obesity is at an 200, and 62% of consumers Education & Skills Committee, all-time high in the UK and believe shrinkflation is used to will be announced shortly. half of children take a packed rip off customers. Only 7% The award recognises the lunch to school. Tetra Pak believe it keeps their favourite commitment and achievement has worked with nutritionist, products affordable. of apprentices in the Kryi Shiamtanis to develop a According to new research from polymer industry and to lesson plan for teachers called Future Thinking, analysing encourage and support them Fuel your Inner Legend to responses from 5555 in their development. educate primary school respondents across the UK, The award is for apprentices children about the importance shrinkflation was defined as involved in a technical, of nutrition and linking this to ‘products shrinking in size, but engineering, manufacturing or healthy development and future design role associated with remaining the same price’. career aspirations. The lessons polymer processing or Catherine Elms, senior were trialled across several polymer/additive research director at Future schools across the country in manufacturing. In order to be Thinking, said: “People are London, North Tyneside, considered for the award the aware of the impact Washington and Derby person must be engaged in or shrinkflation can have on their have completed in the year up weekly shop. Our research until December 2017 a full shows that, worryingly, people Bio-based materials focus accredited apprenticeship have an overwhelmingly programme at Level 2 or 3, and negative view of the motivations The use of bio-based materials latest research results and have had sufficient time in their of brands who are reducing to protect food was the subject have a look around ATB’s test apprenticeship to be able to product sizes. of the Cofresco Forum's 11th facilities, which have existed demonstrate quantifiable “Brands need to make sure Round Table event on since 2001 and are dedicated achievement, both academic their loyal customers are not November 16 at the Leibniz to international research and in the workplace feeling “ripped off,” and offer Institute for Agricultural in the area of household Details of other training transparency and education Engineering and Bioeconomy packaging for food. undertaken by the apprentice about any necessary product (ATB) in Potsdam, Germany. As an international platform will be taken into consideration, size changes.” The event examined the for scientists and research as well as extra-curricular ecological impact of bio-based facilities, the Cofresco Forum activities and achievements raw materials to optimum organises conferences, outside the workplace. Pentawards storage and the reduction of identifies and promotes An adjudicating panel will food waste, while participants research projects and has also winners awarded had the opportunity to view the awarded research prizes. assess the finalists via remote interview. The winner will be in Barcelona invited to attend the Livery Companies Skills Council Winners of the Pentawards, the Apprentice Certificate worldwide competition devoted New recycling facility Ceremony in February 2018, in to packaging design and London, where they will receive chaired by Co-Founder Brigitte A £27million recycling and a prize of £500, a ceremonial Evrard, were announced at a resource facility, which recycles drinking horn, and the Horners’ gala ceremony in Barcelona, waste from Aberdeen, has been Apprentice Certificate from the Spain. More than 300 people officially opened by Aberdeen Lord Mayor of London. from the global packaging City Council Co-Leader design community, from 27 Councillor Jenny Laing and countries, attended. The David Palmer-Jones, Chief Next interpack Diamond Pentaward, 2017 Best Executive of SUEZ recycling & of Show was won by the recovery UK. At the Altens East date for 2020 Spanish-based agency site, mixed recyclables which The next edition of international Perfumes y Diseño, for the are collected from homes and trade show, interpack, will be Starck Paris perfume businesses, are sorted before held at the Düsseldorf collection. The Platinum being sold as high-quality Exhibition Centre in three years’ Pentawards, awarded to the materials for re-processing. time, from May 7th to 13th best in five major categories, It is capable of processing 20 2020. The last interpack took went to: Beverages Category – tonnes of mixed recycling an reducing the amount of waste place in May this year and Ryuta Ishikawa (Japan); Food hour, including glass, that goes to landfill. The latest attracted 2,865 exhibitors and Category – Infinito (Peru); Body cardboard, newspaper, plastics, recycling rates since the roll 170,500 visitors. By the year Category: Interbrand (Japan); and metals, and is part of out of a new recycling-priority 2030 Messe Düsseldorf will Other Markets Category: Aberdeen City Council’s Zero bin in March shows 49% of the have invested EUR 636 million Angelina Pischikova (Belarus); Waste project aimed at city’s waste is now recycled, a expanding and modernising the Luxury Category: Stranger & increasing recycling rates and 25% increase on 2016. exhibition centre. Stranger (UK).
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NEWS Smart packaging Record number of entries NEWS spurs growth in sachet market in aerosol award categories BRIEFS A taste for greener, smarter and less wasteful packaging is INFORMATION DAY spurring the sachet market, ON MEMBERSHIP especially in the Asia Pacific The British Aerosol region. Research and Markets’ Manufacturers’ Association research has predicted a 30% (BAMA) organised a new growth in the worldwide sachet membership information event packaging market by 2021. for businesses operating across The report also estimates a all areas of the aerosol supply compound annual growth rate chain. The event on November 14th was designed to illustrate (CAGR) of 6.46%. It claims that how businesses can benefit by the latest trend sweeping the joining the association which market and inspiring its growth provides a wide range of is active packaging, that services including training, ispackaging that has functions crisis management support and beyond containment and expert guidance on current protection of food. BAMA (The British Aerosol Swallowfield plc for its Safety legislation as well as lobbying The report also states that Manufacturers’ Association) Targeting Programme; Aerosol industry views to legislators and one of the major factors regulators. announced its annual award of the Year, Swallowfield plc & hindering market growth is the winners at the 2017 Forum and PZ Cussons for their Sanctuary JOINT FORUM shortage and rising cost of raw Awards Dinner in Leeds. Spa Shower Burst. Pharmaceutical outsourcing materials, with supplies of Following a record number of Runner-up prizes went to Wear services provider PCI Pharma many raw materials becoming entries in four categories; Valley Aerosols for its ‘Heat Services, in collaboration with difficult to secure. Aerosol Packaging, Exchanger Project’, Alloway Antares, Crest Solutions, 3C Sustainability, Process Safety UK for its Low Line Speed Integrity, Multi-Packaging and Training and Aerosol of the Microleak Detection System, Solutions (MPS) and media Year, judges said the standard of Church & Dwight UK for its partner Manufacturing Chemist, the entries was very high. 50ml sleeved aluminium Batiste will host a free educational Serialisation and Anti- The winners in each category Marrakech Dry Shampoo. ® Counterfeiting Forum on were: Aerosol Packaging, Ball Airpure was highly commended November 21 at Heathrow Corporation for its Tactile Can; by the judges, with judges saying Windsor Marriott Hotel, London. Sustainability, Unilever UK in its Press Fresh air freshener conjunction with Moravia Cans product showcasing innovative CAPS CONFERENCE for their DWI Aluminium Can; design, consumer focus and The recent 2017 Plastics Caps Process Safety and Training, superior functionality. and Closures Conference, organised by Plastics News Room for more Europe, brought together caps producers with brand owners, plastic waste Event returns to Telford providing them with a forum for The opening of a new storage dialogue aimed at building Organisers of the established moulding machinery suppliers, yard is the first phase of lasting relationships between PDM Event have confirmed that toolmakers, rapid prototyping suppliers and customers. expansion plans for Vanden the 2018 edition of the UK’s specialists, moulders and Recycling's plastic processing annual exhibition and mouldmakers, plastics ROBOTS IN PHARMA facility in Peterborough which conference covering all aspects recycling specialists, A recent study by the opened in February this year. of plastics design and masterbatch specialists, Association for Packaging and The Peterborough site currently manufacture will return to its software suppliers and Processing technologies (PMMI) accepts split loads of clean ABS, traditional home at the Telford materials testing specialists. has predicted that robots will HDPE, LDPE, PET, PP, PS and International Centre on June The free conference runs on handle 34% of primary 19th and 20th. both days and will look at pharmaceutical packaging PVC from bottles, buckets, operations in North America Corex, crates, film, lumps, The show will incorporate moulding processes, rapid by 2018. pallets, preforms, skeletal multiple elements of the plastics prototyping, materials offcuts, sheets, trays and more. industry, with a focus on design, innovation, plastics recycling A CORKER OF A FIND It accepts plastics from moulding, packaging and and sustainability issues, with The sound of a cork popping can manufacturers, retailers and recycling. Exhibitors will include speakers from different sectors make us think our wine tastes logistics companies. product design companies, of the UK plastics industry. better, a study compiled by Professor Charles Spence of Oxford University’s Crossmodal Research laboratory has shown. Sustainable packaging consumer call Participants rated the same wine as 15% better quality when Latest YouGov research suggests over their original drink business and commerce served under a cork than a consumers are becoming more purchase if its packaging was application, particularly when it screw cap. aware of sustainable packaging unrecyclable. Furthermore, 30% comes to mobile commerce, as they call for more packaging of adults now consider augmented reality has much CANNY FINDINGS to both be recyclable and made recyclable packaging ‘important’ more potential than virtual According to a survey by the from recycled material. More when choosing a drink to buy, reality as it’s easier and cheaper Metal Packaging Manufacturers than half of British consumers this was selected more than the to implement and I think we’re Association, students average (51%) would favour a new drink, brand (26%) and the aesthetics going to see a new eco-system nine food cans in their kitchen of a similar price, quality and of the bottle (9%). David Levine, of AR enabled experiences in the cupboards at any given time. flavour, in a recyclable bottle CEO of DigitalBridge, said: “As a coming weeks and months.”
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THE PLASTICS INDUSTRY AWARDS
‘MAKING A DIFFERENCE ON ALL LEVELS’ GRIPPLE, PLAXX AND EGLU CUBE ARE NAMED AS PRODUCT WINNERS AT PLASTICS INDUSTRY AWARDS
TV presenter Nick Knowles revealed the decontamination and therefore the buoyant and innovative UK plastics 15 winners of the 2017 Plastics Industry unrestricted re-use. industry forward. Congratulations to them all Awards (PIAs) to a packed audience of Luca Frondella won Young Designer of for making a real difference on an individual, industry professionals at a masquerade the Year for the Motus Personal Air Cooler. industry-wide and environmental level.” ball-themed event at the London Hilton. He received a £1,000 prize donated by Motan Sponsors of the Plastics Industry Awards 2017 Award-winning product entries were the Eglu Colortronic. Other winners of individual include Engel UK (Processor of the Year); RJG Cube plastic chicken coop, the Gripple device awards included Nigel Baker, managing Technologies (Best Training and Development for suspending mechanical and electrical director of BMB Plastics Machinery and Programme); Hasco (Supplier Partnership – services in buildings and Plaxx, an innovative committee member of the PMMDA who Toolmaker); Distrupol (Industrial Product plastic recycling technology. was given the Ambassador Award. Erwin Design); Motan Colortronic (Young Designer of Winner of the Consumer Product of the Year, Miller of Motan Colortronic won the Unsung the Year); Sumitomo (SHI) Demag (Apprentice supported by the British Industrial Design Hero category, supported by the Society of or Trainee of the Year); Fanuc (Best Association, was Omlet for its Eglu Cube Plastics Engineers. Environmental or Energy Efficiency chicken coop. Made from 10 separate parts, Rosti Automotive, a multiple winner during Programme) and Meusburger (Best Business the Eglu Cube is blow moulded, which vastly the seventeen-year history of the awards, Initiative). The awards also enjoy the support improved speed of production and ensured scooped a further two prizes this year. The of industry associations including the British the new model was ready in time for the new company won the Best Environmental or Plastics Federation, British Industrial Design chicken season. Launched in the US, Europe Energy Efficiency Award (sponsored by Association, RECOUP, GTMA and PMMDA. and Australia, it broke all sales records. Fanuc), while Apprentice of the Year went to Industrial Product Design of the Year, Rosti’s Shannon Martin. She received a £1,000 sponsored by Distrupol, went to construction prize given by Sumitomo (SHI) Demag. sector product, the Gripple from UniGrip. The hotly contested and prestigious Processor The Gripple is designed for suspending of the Year Award (sponsored by Engel UK) mechanical and electrical services and went to Plastek UK, which recently invested replaces two existing products. Its design £2 million in expansion and skills training and reduces the number of components to has achieved consistent turnover and volume simplify manufacturing and remove cost. growth. The company plans to grow further in Best Recycled Plastic Product of the Year, Europe and was praised by the judges for its sponsored by RECOUP, went to Plaxx the first state-of-the-art work cells for manufacturing hydrocarbon feedstock derived from residual packaging and personal care product. waste plastic using a continuous process that Matt Barber, sales and events director for can be based at a waste operators site. organiser Crain Communications, said: “It is Chemical recycling achieves full great to see how all our winners are driving
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INDUSTRY NEWS
both their mechanical and electrical drawings and see individual parts Krones.Shop prices which they can order instantly and if available they can be dispatched immediately. clicks all the For routine maintenance and planned overhauls, parts can be ordered via the Krones.shop and fitted by a Krones right boxes for technician and, again, to ensure a comprehensive visit, a service request can be made in the same portal. There UK customers is no limit to the number of users that each customer site can register.” Last August, Krones UK launched a new The Krones.Shop also highlights any service, to all its customers in the UK machine upgrades that are available for and Ireland, enabling them to obtain a customer’s specific machine. These their own quotations for spare parts upgrades can give additional benefits based on the operations manual of their and are categorised by increasing specific machine. Since the service was efficiency, reducing environmental introduced there are now over 600 impact, reduction in media usage, clicks per month on the Krones.Shop. increasing quality and improving Nigel Leah, Life Cycle Service Business operator function. This demonstrates to Collaborations Manager at Krones UK said: “The customers that new technology can be reaction to the new Krones.Shop has incorporated into older machines, helped family firm been really impressive from our which can extend the life of a machine. customers, we initially said that we Krones offers lines for the beverage achieve growth would have the machine specific industry and food producers: process Riggs Autopack Ltd, a British manufacturer of mechanical manuals online for every technology, filling technology, high quality volumetric depositors and filling Krones machine dating back to 2005 packaging machines, all the way machines, transfer pumps and automatic on the system. We are now in the through to IT solutions. conveyor filling lines, has been praised for process of expanding this for older [email protected] helping Clarks UK Ltd, a family-run business machines that we know are in www.krones.com based in Newport, Wales, that produces constant use here in the UK.” natural sweeteners, syrups and dessert Nigel continued: “This is a completely sauces, to grow at a rapid rate following free of charge service for any customer several successful collaborations. Their first with Krones machinery, if they are collaboration was back in 2009 when Clarks registered on the system it allows them purchased its first semi-automatic depositor to access their machine manuals on- to accurately fill squeezy bottles. The line. This then enables them to view company went on to purchase a second depositor from Riggs two years later, and began looking into ways to automate production beyond semi-automatic machines to cope with increasing sales and demand. In 2012 the company invested in a major automation upgrade with a Riggs Autopack 4 head automatic conveyor filling line with scroll feed system. This enabled the company to significantly expand production. In 2016 the company upgraded the two existing filling lines with automatic capping machines. It also increased capacity significantly with another Riggs Autopack automatic scroll feed system and gated filling line with automatic capping. +44 (0)1282 440040 [email protected] www.riggsautopack.co.uk
Colourful range is top of the scoops
Measom Freer’s popular range of provide added brand impact. All of measuring scoops range in size from 0.5 to Measom Freer’s products are designed 150ml and are ideal for the precise and manufactured in the UK, using food dispensing and dosing of powders, grade plastic, and these products can also supplements, dried goods and liquids. This be ordered in a coloured finish. Samples makes them ideal for the food sector. The are available to test a manufacturer’s hand scoops come in four sizes, from required products with and there is a small to large for bulk handling of grains, minimum order of just a single box. herbs, seeds and powders. Logos or +44 (0)116 2881588 company details can easily be screen [email protected] printed onto the handles of the scoops to www.measomfreer.co.uk
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INDUSTRY NEWS European design Perfect smooth packaging finishing agency appoints new strategy director for its UK branch
Barcelona-based brand design agency, Little Buddha, has appointed Dan Ince as Strategy Director for Little Buddha UK. Located in Cambridge, Little Buddha UK was launched in 2015 by Cristina Travieso. Dan has 20 years’ experience of developing brand strategy and driving growth. He has worked as Head of Marketing at Associated British Foods, Premier Foods and RHM. Dan’s most recent experience includes developing a five- year strategy to refine consumer segmentation and brand positioning while defining portfolio roles for the newly- integrated Jordans and Dorset Cereals. In addition, he has developed consumer segmentation of the UK multicultural market, delivering brand positioning, communications strategy, and NPD pipeline Ultra Soft Touch Finish from RPC M&H impact. Available on flexible tubes or bottles, for Patak’s, Rajah and Elephant Atta as well Plastics gives products packaging the perfect the Ultra Soft touch texture is created by using as introducing a FMCG marketing approach smooth finish. Ideal for sensitive skin, beauty, a two-layer co-extrusion technology, leaving at Westmill Foods. child, or baby products, the Ultra Soft touch the container feeling softer than a feather. www.littlebuddhaagency.com effect aims to bring that extra degree of [email protected] comfort to product packaging via sensory www.mhplastics.com
Flow-wrapped pet food portions a cleaner solution Bone Appetit, a new convenience dog food from Weatherby-based manufacturer Hammer Foods, has been launched on the UK market following a packaging development programme supported by machinery supplier PFM. Hammer Foods was set up earlier this year by owner Charles Smith to produce and distribute Bone Appetit, which differs lumps from a large slab, risk spillage and then from other frozen uncooked dog feed in its store or re-freeze what's left. The choice of packaging, individually wrapped 150g cubes packaging and size of individual cube was in place of the more usual slabs. "We could aimed specifically at making the product safer see a market for extra convenience and and cleaner to use." After sourcing the market cleanliness," said Mr Smith. "The right for packaging system suppliers, Hammer number of cubes to suit the animal can be Foods settled on a PFM stainless steel Pearl taken from the zipper bag used for transit, electronic flow-wrapper, which accepts the de-frosted and then only unwrapped just frozen cubes straight from processing. before feeding. There is no need to break www.pfmuk.com
British Engineering Excellence Award received Bosch Packaging Technology was awarded mid-range, flexible, compact, integrated ‘Design Team of the Year’ at the recent British cartoning system with a competitive speed and Engineering Excellence Awards in recognition of carton size range, ideally suited to the bakery the team work, support and challenges met by and confectionery market to pack products like Bosch engineers to create the Kliklok ITC cereal bars, chocolate bars, flow wrapped (Integrated Topload Cartoner). Judges chose the biscuits and muffins. Months of hard work went ITC team for creating a single machine that into the development project, with the combined combines three processes: Automatically form skills of Bosch in Ecublens, Switzerland and topload cartons, robotically pick and place Kliklok in Bristol, UK. Graham Wheat and Pete products into the cartons, and close the cartons Hyde of Kliklok International (now part of the using hot melt glue, with one operator and one Bosch Group) are pictured collecting the trophy. touch screen. The result is the Kliklok ITC, a www.kliklok-int.com
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NEIL SAYS ...
NEIL SAYS ...
YEAR-ROUND OPULENCE NEIL FARMER DISCUSSES INNOVATIONS IN THE LUXURY PACKAGING MARKET
The introduction of new technologies and packaging materials will enhance product innovations is key to this success. Brands are desirability. Decorative effects and technology Neil Farmer striving to achieve product differentiation at will provide even greater differentiation. Managing Director point-of-purchase, which in the luxury In the past 12 months I have assessed many Neil Farmer packaging market is crucial. It’s not just about new luxury packs. Three stand out. The first is Associates achieving this vital quality however, it’s about the award-winning Hennessy X.O Cognac doing it in an environmentally friendly way. Limited Edition pack. Designers Appartement We are now demanding packaging which is 103 used paper to convey quality and heritage I have been involved in many successful sustainable, personalised and attractive. The to complement a new bottle metalisation luxury packaging campaigns over the years. use of materials which include greater technique that made each bottle’s frosted I can think back to product ranges that I recycled content and reuse of virgin design unique. The concept also included a launched for the Christmas season which substrates will continue to drive market multilevel box, with layers of the carton folded were the height of innovation and creativity. development over the next five years. Greater on top of each other. The metallised effect on Nowadays we can see luxury packaging all compostability and biodegradability will also the decanter was outstanding. Next, Royston year around, not just during the festive be part of the move towards all packaging Labels produced a 3-in-1 label for Angel Gin season. This confirms how the market has being sourced from renewable sources. Divine. Royston chose a digital combination developed and the huge success luxury and Resources and materials will be used for as print on ultra-clear material to produce this personalised packaging has achieved. long as possible. Recovery and regeneration, complex label with a silver foil effect and The luxury packaging market was valued at as part of the circular economy, will be a metallic duo-tone copper look and feel. $14.2 billion in 2015. It is forecast to be worth common theme. In 2022, I see social media Finally, to prove that innovation is not confined $17.3 billion in 2019, a growth of 5% per and brand communications linked to to luxury spirits packs, I have chosen the annum. The largest sectors are cosmetics, packaging as an essential part of the market. Newby Teas Classic Collection relaunch. The fragrances and premium alcoholic drinks. Technologies such as 3D printing will enable packs were inspired by a priceless textile With the global consumer goods packaging manufacturers to transform designs into collection and craftsmanship. The Newby in- market currently worth $456 billion, with a product within a short time span. Digital print, house team worked with designer Lewis growth rate of 3% per annum to 2019, the with its proven strength in short runs, Moberly to create the new branding, which is luxury packaging sector is growing at a rate customisation and personalisation, will grow excellent. These examples illustrate all that is far exceeding general consumer packaging. at a rapid rate. Customised added value good about luxury packaging.
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SHOW PREVIEWS & REVIEWS
THE INCREDIBLE ALL-EDIBLE LUNCH! IS CONTINUING TO GROW IN SIZE AND ATTRACTING A GROWING NUMBER OF BIG BUYERS. HERE WE FIND OUT WHAT IT IS THAT’S DRAWING IN THE VISITORS
lunch! celebrated its 10th anniversary in Vantastic, Kavis, The Handmade Cake (Tossed), Sandy Anderson (Elior), Neville style with its biggest ever edition, Company, Planday, The Collective, The Moon (The NPD Kitchen), freelance innovation enjoying a record turnout for another Exploding Bakery, Hippeas, Jake and Nayns, and development specialist Hannah Hughes, successive year. More than 6,300 Little Moons, Born Tasty, Mallow & Marsh, independent NPD consultant Jane Treasure, food-to-go operators, retailers and and Overhang Drinks. chef and restaurant consultant Jay Morjaria, caterers packed the aisles at ExCeL Alongside the show’s exhibition, the two and Alan Tomlins (Small Batch Coffee London, and there were 335 exhibitors. Keynote Theatres were a hive of activity Roasters). They selected four exhibiting As well as a 7% increase in attendance there throughout. Highlights included standing- companies for prestigious gold awards, six was a 17% rise in the number of ‘big room only sessions by leading industry were awarded silver, and five got bronze. spenders’, ie those with more than £5m of operators, Rachel Chatterton (Starbucks), purchasing power, at the show. Josh Brown (Harris + Hoole), Neil Littler (Tim GOLD: Among them were key decision makers from Hortons), Louise Pilkington (Compass Group), The Collective: The Collective Pro-yo Berries; well-known brands including Aramark, Will Cole (Pret A Manger), and Kirsty Saddler Jake and Nayns: Jake and Nayns Naanster BaxterStorey, Bidfood, Booker, BP, Brakes, (LEON). There were exclusive interview Little Moons Mochi: Black Espresso mochi Caff Nero, Center Parcs, Coffee Republic, sessions featuring Roger Whiteside (Greggs), ice-cream; Tuk Tuk Chai: Tuk Tuk Chai ѐ Compass Group, Co-op, Costa, EasyJet, EAT., Andrew Walker (EAT.), Paul Ettinger (Caffè Elior, Gate Gourmet, Greggs, Harrods, Nero), and celebrity chef Theo Randall. SILVER: Holland & Barrett, itsu, LEON, Lidl, M&S, Plus, Simon Stenning (MCA), Cyril Lavenant Born Tasty: Snackamolé; Frill the Frozen McDonald's, Merlin Entertainments, (The NPD Group), Jamie Campbell (CGA), Smoothie: Refreshing Green Frill; MiiRO: Morrisons, National Trust, Nisa, Ocado, P&O Emma Read (Lucid Perspectives), and Gavin MiiRO; Mr Lee’s Noodles: Mr Lee’s Noodles; Ferries, Pod, Pret, Sainsbury's, Sodexo, SPAR, Rothwell (IGD) delivered essential food-to-go POPS: Premium Popsicles: PIMM’S POPS; SSP, Starbucks, Subway, Tesco, Virgin Trains, market updates and overviews of the latest Tri-Star Packaging: Gourmet 24.7™ Waitrose, and WHSmith. trends to watch. The visitor list also included more than 1,800 Designed to promote and celebrate new ideas BRONZE: independent cafés, coffee houses, sandwich in the market place, the Innovation Challenge Big Al’s Foodservice: The Prime Burger; shops, bakeries and delis, who travelled from Awards, attracted nearly 70 entries this year. Karma Cola UK: Sugar Free Karma Cola; across the UK and Ireland. Fifteen finalists, chosen by popular visitor The Little Treats Bakery: Little Chums A record amount of stand space has already vote on opening day, took turns to impress the Shortcake Biscuits; Nibble Protein Bites: been reserved for 2018. Many of this year’s judges in the live pitching session. Those Nibble Protein Bites: SOUR CHERRY with a lunch! exhibitors will also be back at the show judges included Paul Ettinger (Caffè Nero), hint of orange; Ugly Drinks: Ugly Triple Berry in 2018, with 66% having already rebooked Guy Meakin (Pret A Manger), Martin Flavoured Sparkling Water their stands. They include UCC Coffee UK & Hambleton (En Route International), Louise lunch! will return to ExCeL London on Ireland, URBAN eat, Bord Bia, Magrini, Direito (Krispy Crème), Angelina Harrisson September 20th and 21st next year.
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SHOW PREVIEWS & REVIEWS FA’s Martin Glenn and industry leaders share expertise at PPMA
The PPMA Show returned to Birmingham’s NEC, show and discussed how he uses his skills and agenda, with Dr Graham Deacon, Robotics bringing together 350 international exhibitors knowledge from his 30-year experience in the Research Team Leader, Ocado Technology, representing 1,500 brands. The event attracted FMCG sector to head up the FA. TED speaker explaining to PPMA Show visitors how the 7,500 visitors, from the sectors of food, drinks, Peter Anderton informed those present how to sensor guided robots of the future are using 3D pharmaceuticals, chemicals and FMCG, plus maximise the efficiency of their employees. point cloud cameras to pick and pack groceries more than 3,500 visitors from the co-located The speaker line-up also featured industry to guarantee warehouse efficiency. shows Interplas 2017, TCT Show 2017, Sensors thought leaders as Dr Forbes McDougall, Head Danny Reed of PPMA BEST spoke about the and Instrumentation. of Circular Economy at Veolia. McDougall charity’s plans to support PPMA, BARA and The PPMA Show 2017 Learning Hub provided a covered everything from material recovery to UKIVA member companies to engage with the new perspective on trends and issues, as well as ensuring supply chain security, all in the wider next generation of engineering apprentices and skills across all industries. The Football context of the circular economy. Robotics and graduates. Around 400 industry leaders also Association’s Martin Glenn officially opened the the factory of the future were also on the attended the PPMA Group Industry Awards.
The company designs and builds food How much waste Riggs Autopack industry depositors and filling machines at its Lancashire factory, and supplies to could you cut a wide variety of food producers wins again at throughout the UK and overseas. Clients from your typically range from small start-up PPMA Group companies and artisan producers, production line? through to large scale food Fully understanding product inspection can manufacturers such as multi-national be complex, from deciding which equipment Industry Awards groups and international factories. to install and where, to how to optimise Filling Machine Manufacturer, Riggs Riggs Autopack’s General Manager production line efficiency and reduce wasted Autopack Ltd, has won the Exceptional Nigel Matthews said: “We are absolutely time, product and money. Designed to Sales Performance Award at the delighted to have won the Exceptional include a technical overview and helpful prestigious PPMA Group Industry Sales Performance Award 2017 insights to overcome these challenges, Awards. This is the second year in a row especially in light of winning this award Mettler Toledo’s product inspection guides help manufacturers develop metal detection, that the company has been awarded this in 2016. It’s an extraordinary checkweighing, X-ray and vision inspection particular accolade. achievement for our company when programmes. Each guide explains the basic The annual awards, which recognise and taking into consideration the extremely principles of the technology and provides celebrate the most creative, innovative high calibre of entrants and fellow support in selecting the best systems to and highest achieving businesses nominees. Our sincere thanks go out to inspect products for a full range of quality throughout the UK, as well as the people the PPMA Group and the independent checks, helping to reduce costly product behind them, took place at the National judging panel for this fantastic recalls. Whether detecting or removing Motorcycle Museum near Birmingham, recognition, and to all our staff contaminants, checking package weight and saw more than 400 industry leaders and valued customers. and completeness, or maintaining label, come together for a four-course gala “This award reflects well on the high seal and package integrity, product dinner hosted by comedian Stewart level of skill and commitment shown inspection solutions help boost both Francis and Sky Sports News presenter by our dedicated work force in assisting product safety and brand protection. Hayley McQueen. us to become the business we are today. www.mt.com/pi-guides Riggs Autopack Ltd is a British Our challenge now is to keep up the manufacturer of high quality volumetric momentum and continue with our depositors and filling machines, transfer plans for future growth”. pumps and automatic conveyor filling +44 (0)1282 440040 lines, supplying equipment to the food [email protected] production industry. www.riggsautopack.co.uk
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SHOW PREVIEWS & REVIEWS
Revamped conference format and a new Pentawards partnership
Unilever, Bulgari, Innocent, ASDA, Superdrug, than 18 hours of educational content. Exhibit, which showcased a selection of The Body Shop, Chanel, Heineken, Harrods, New for 2017, The Pentawards Conference the awards finalists, including Hennessy, Dyson and Mars were just some of the covered everything from the best ways to tell a Stark Paris, Fratelli Spirini Gordost, Pizza major names at this year’s Packaging brand’s story and how to deliver innovation Express, Tanqueray, Fortnum & Mason Innovations and Luxury Packaging London, through design, to the added value and Fjallraven Packground. as well as leading entrepreneurs Peter possibilities when designing through Four new forums were dedicated to the key Jones from Dragon’s Den and Made in technology. Speaking at the Pentawards packaging markets of beauty, food, drink and Chelsea’s Francis Boulle. Conference, Asa Cook, Creative Director luxury, with speakers discussing the latest With over 4,300 visitors in attendance over the at Design Bridge London, discussed ‘hot topics’, challenges and opportunities. The two days, it was the show’s most successful ‘packaging design for the goldfish era’. show hosted over 180 suppliers presenting edition to date, with 180 exhibitors and more Also new for 2017 was the Pentawards technology and services to the UK market.
One of Europe’s most modern contract Leading the manufacturers way in metal showcases expertise detection At Food Matters Live, visitors looking to outsource their blending, optimising or filling of powdered food ingredients or and more supplements would be wise to visit the Metal Detection Services Limited (MDS), SternMaid stand. The contract based in Manchester, is the UK agent for manufacturer will showcase its expertise in CEIA SPA, a world leading producer of these areas as well as its knowledge and Radio Frequency Equipment. The state-of-the-art facilities for premixes, trial manufacturing facility is based in Arezzo in blends and sensitive applications. It will the Tuscany region of Italy. A wide range of also demonstrate its retail co-packing metal detection equipment is capabilities, recently enhanced with the manufactured there, including walk installation of a new production line that through detectors in airports, mine enables filling into stand-up and edge- scanning equipment, hand scanners, shoe sealed pouches. SternMaid’s capacity to be scanners, liquid scanners, textile an all-round partner means that it offers scanners, underwater detection customers a real “one-stop” solution. The equipment, cargo scanners, sonic bath are particularly suitable for; textile company is able to carry out blending cleaning equipment, RF heat induction applications, wound dressing applications, orders and subsequently fill the powders equipment, and industrial metal detection carpet applications, paper applications or into various retail packs. equipment. A large percentage of the parts any application passing a continuous strip Food Matters Live: Stand 396 used are manufactured in house. This of product over the face of the metal www.sternmaid.com allows for high quality control standards detector. CEIA’s range of pharmaceutical which lead to industry leading build quality. equipment offer incredible sensitivity down The production processes are highly to 0.25mm 316 stainless steel. automated. This gives repeatability and All equipment can be supplied to meet the reliability in performance. All the CEIA various UK supermarket Code of Practice detection heads and conveyor systems are requirements. In fact, the CEIA range of manufactured on site and there is a two- industrial metal detection equipment year warranty on all industrial metal exceeds all current supermarket Code of detectors. The range of industrial metal Practice requirements. detection equipment provides a solution The flagship of the CEIA range of industrial for every application. Systems from metal detectors is the MS21 family which conveyors, free fall detectors with use multiple frequencies all at the same integrated reject devices, throat detectors, time. MDS offers a product testing service, pipeline detectors, and detectors for the where the company will test a customer’s mining/quarrying industry. A range of product on an MS21, to show the single side detectors are available which improvement in detection which can be achieved over a conventional frequency detector. All the CEIA range of equipment can be monitored and controlled remotely using CEIA’s data acquisition program THS Production+. This can be utilised through WIFI, RS232 or through an Ethernet system. THS Production+ is designed to be fully CFR21 compliant, so it is particularly suitable for pharmaceutical applications. The equipment can also be supplied with a Webserver option. www.mds.org.uk
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DESIGNER’S DEN
DESIGNER’S DEN
WHY IS COLOUR IMPORTANT IN DESIGN? LOOKS AT THE ASSOCIATIONS AND INFLUENCES CREATED BY DIFFERENT HUES
However, on a practical level how much visual from around the globe whilst giving the standout do they have within their packaging a contemporary twist. environment? Are they easy to distinguish But this does not mean that conforming to the Lisa Hastings amongst other brands? Are they expected is always right. Danish beer Creative Director recognizable? The greater the visual impact Carlsberg Export harks back to its roots with Parker Williams they have on shelf, the greater the impression a rebrand for the British market. The they will on the consumer now and in the revolutionary redesign exchanges the iconic future. This is called the ‘Isolation Effect’. Carlsberg Export green and silver Colour has the power to impact buying The innovative Asian bakery concept, Soboro, combination which was looking dated into a decisions, to stir emotions and to has a holistic and distinctive marque which fresh white and copper pairing. The white represent brand intentions, but how features a striking copper colour. The colour reflects the cool, pure, considered styles does it speak to the consumer? emanates a feeling of warmth and comfort as which are typical with Danish design whilst It is the first sensory contact brands have with well as reflecting the inspiring creativity the accent of copper – inspired but the a customer, with up to 85% of customers’ first behind the brand and encouraging consumers brewing stills in the Carlsberg brewery, impressions being based on colour alone to “Adventure Everyday” with their eclectic injects warmth. The resulting story is one of according to the Institute of Colour Research, collection of Korean and Japanese-inspired pride, passion and heritage. so it is of little surprise that it plays such a bakery products. Luckily for Carlsberg, its redesign was the powerful part in the world of design. The richly luxurious colour palette of Green right move as it has already recorded an As consumers, we associate certain colours, Gates’ superfood range found in the uplift in sales of 10% from its release in or even shades of colour with certain brands: pharmacy section of the high-end retailer February to June 2017. Coca-Cola is red, Easy jet is orange, Harrods resonates on an emotional level with Successfully owning a colour is a big deal, Cadbury’s is famously purple, Starbucks is the brands affluent audience. The from speaking to us on a sub conscious level green and Apple’s love of clean, simple design predominantly black packaging with hits of to helping us engage with a brand’s is communicated with the use of white. gold mirror the brands sophistication and personality and influencing our buying We have also come to associate emotions elegance, but also creates a striking presence decision from start to finish. with colour, they can impact how we feel and amongst the surrounding brands. The pops of However, have they influenced us enough the connection we can have with a brand. colour signal the exotic ingredients selected to come back for more?
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PACKAGING NOTIONS
PACKAGING NOTIONS
OUT OF LEFT FIELD CHRIS WATERHOUSE DISCUSSES WHY PACKAGING PROFESSIONALS CAN GAIN A WEALTH OF KNOWLEDGE FROM OTHER INDUSTRIES
The answer is simple: Learning from others. revelation to me was Smarter Barcodes, using As packaging professionals, we work the existing retail barcode to link B2C or to continuously to create and develop leading create a route to deliver cost effective patient edge systems and solutions for the problems adherence via the ubiquitous Smart Phones. Chris Waterhouse posed by customers, clients or colleagues. We Up until around 10 years ago I was a corporate Chairman work in our own industry sectors and guy, with a mind-set, arguably an arrogance, The Packaging Society frequently ignore the opportunities to learn that went along the lines of “We have our that may exist in other industry areas, despite internal challenges, who from outside could I was reviewing my diary a few days ago and the fact that the materials and techniques are possibly know more than we do about our realised that since September I will have broadly the same. Packaging is used issues?” When I moved out of the corporate attended, or will be planning to attend by everywhere, by people and industries that are life, I began to realise that there are in fact year end, something like nine conferences facing the same issues and problems. many who understand these challenges and and exhibitions, and that excludes a plethora The pharmaceutical industry has to face the have addressed them. The contacts and of others that I chose not to attend this time. issue of child resistance and senior friendly technologies that you suddenly get exposed to This is a relatively big investment of time and packaging, so shouldn’t Amazon rate its show there is so much more out there when money and they are not catered for by AirMiles packaging for easy opening, an obvious you’re not facing the limitations of the or hotel group points. So why do it? parallel? In transit, white goods packs have the “Approved Supplier List”, a list created typically Those that know me will realise there is likely same challenges as food or drugs. But how years ago by the procurement team. Don’t get some focus on the pharmaceutical or print often would an FMCG professional visit a me wrong, the procurement guys are experts world, especially packaging. Our passion to pharma-focussed conference or vice versa? in their own fields, but communicating and use packaging innovation and technical In our daily work lives we are frequently posed accepting that you can learn from anyone is an capability to improve the patient adherence the ‘left field’ question where our knowledge essential feature of those that excel. levels above the average 50% (depending on and experience is tested. The ability to think That is where the attendance at exhibitions and therapeutic area) is well known. But how often out of the box, to utilise the thinking and conferences comes in. The opportunities to do we focus on attending the conferences that techniques from other industries, may well learn, to gain experience, to understand other “fit” our particular area of interest or expertise support this activity. Equally, the ability to ways to address challenges and, importantly, rather than those that will create stimulus for bring novelty into your day job and to your meet new colleagues, are manifest. These our work and, from there, develop the potential business might well provide that boost that opportunities to learn are at the heart of what to cross pollinate between industry sectors? your business was looking for. A recent packaging is all about.
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ENERGY SAVING, RECYCLING & THE ENVIRONMENT
ETHICAL CREATIONS SOPHIE THOMAS TALKS ABOUT WHY YOU SHOULD CONSIDER RECYCLED PLASTICS IN PRODUCT DESIGN
It’s easier than ever for companies to ‘go challenging the ‘norms and ingrained habits’ SOPHIE THOMAS green’ with new product design using the and forcing the material supply chain to link Director of Design wide variety of innovative and sustainable up the circular loop and tap into the ready and RSA recycled polymers produced in the UK. In growing supply of sustainable polymers today’s more eco-conscious world, using coming from the innovative waste recycled plastics in new goods offers reprocessing sector. Sophie has been working in the fields of designers a host of environmental, economic So why should designers incorporate recycled ethical design, behaviour change and and commercial advantages. plastic content into new products and what are material process through her agency, Increasingly, consumers are making the benefits? With the concept of a circular Thomas Matthews Ltd, for nearly 20 purchasing decisions based on a product’s economy gaining ground, recycling is going to years, and as Director of Design for sustainable credentials. As a result, become an increasingly important Useful Simple Projects. She founded manufacturers, brand owners and retailers consideration. Allied to this, significant The Great Recovery, a programme run are incorporating ethical principles into their improvements have been made in the UK by through the RSA and supported by production processes and using this ‘added local authorities, the recycling industry and Innovate UK, that builds capacity and value’ to promote their brands and build the wider supply chain towards achieving a understanding around circular design in customer loyalty. circular economy for plastics and reusing the materials supply chain. She has an Soft drinks giant Coca Cola has seen the these valuable resources. in-depth knowledge of material use and commercial advantage in manufacturing its Raw material scarcity needs to be considered how to reduce the impact of design on products using recycled materials and uses a and recycling existing polymers ensures a the environment, and is often invited by minimum of 25% recycled polyethylene (rPET) sustainable and consistent supply for the government and projects to support the in all its plastic bottles in Great Britain. future, reducing the reliance on dwindling drive for more sustainable design Generally people want to ‘do their bit’ for the virgin materials. It is also a low-carbon choice. solutions. In 2014 Sophie became one of environment and tend to trust brands that can Typically recycled polymers have about 50% to the first designers to become a help them do this. This opens up opportunities 75% of the carbon impact compared to taking Chartered Waste Manager and has for product designers and specifiers of oil out of the ground and making a virgin twice been nominated for CIWM’s materials to work towards sustainable product polymer, depending on the types. Industry Leader of the Year. She is a design in a move away from the traditional The high quality of recycled polymers and their trustee for WRAP and was awarded an linear model of ‘take, make and dispose’ greater availability ensures a reliable and Honorary Fellowship at UAL. towards a circular economy in which sustainable supply of locally sourced resources are recovered at the end of each recovered materials, a viable alternative to service life and reused in new products. virgin materials and the more environmental Designers and specifiers of materials have a choice for new plastic goods. key role to play in breaking the linear model by End users that enter into a long-term supply
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ENERGY SAVING, RECYCLING & THE ENVIRONMENT
agreement with an integrated recycling business, such as those in the end-of-life vehicle or construction products sectors, can benefit from a reliable local feedstock. This shorter, lower risk supply chain from UK- based recyclate suppliers makes future production planning easier. Another advantage of using recycled plastics in durable goods concerns multiple re-use. Design for recyclability is crucial. If the component design is right, plastics can be recycled many times through a well- structured end of life re-supply chain. PVC-U windows, pipes and building products are great examples. Recycled plastics can be used in many innovative applications and manufacturers are using them effectively in engineering products across diverse sectors. For example, Manchester-based Axion Polymers produces recycled plastics derived from end-of-life vehicles to make new Innovations in sustainable automotive-related products. The BMW Mini air vent that controls air entry and packaging: An overview exit/pressure in the cabin is made from Axpoly r-PP51, a black polypropylene (PP). The BY DR LIZ WILKS expensive process of plastic separation. polymer is also used in wider manufacturing The cosmetic industry has set out to prove industries, including water treatment, Director Sustainability & Stakeholder that businesses in any sector can make horticulture and retail goods. conscious choices to cut their Engagement Europe Axion has extensive in-house technical environmental footprints. Leading Asia Pulp & Paper expertise to recover and refine recycled cosmetics brands like L’Oreal choose materials from end-of-life vehicle shredder suppliers with independent forest Dr Wilks has a wealth of knowledge residue, providing a consistent product from a certification and turn towards recyclable in paper, packaging, and supply guaranteed feedstock supply. cardboard boxes. Forest certification, chain management, having worked in Axion Polymers Director Keith Freegard told provided by independent organisations the industry for over 15 years. me that creating new manufactured products like the Programme for the Endorsement Joining Asia Pulp and Paper (APP) in using materials resources that are ‘mined’ of Forest Certification (PEFC), 2010, Dr Wilks manages stakeholder from closed-loop recycling routes provides a demonstrates that a brand and its outreach across Europe, including novel and environmentally-responsible suppliers are meeting responsibility sustainability efforts. approach for vehicle producers that is both benchmarks in their forestry practices. sustainable in the long term and lower cost. Additionally, cosmetics giants are turning Consumers increasingly want to know that away from cheap plastics that are READILY-RECYCLABLE PVC the products they buy are eco-friendly, wasteful and difficult to biodegrade, and PVC is a versatile material that can be readily and this extends to the by-products of looking towards recyclable materials. recycled many times with no loss of their purchases, such as packaging. With Environmentally-friendly cardboard performance, making it an ideal choice for use retailers catching up to the demand for manufacturing not only uses less water in building products with green credentials. ‘green’ products, innovations in and electricity than plastics, but its VEKA Recycling processes post-industrial and sustainable packaging will become more recyclability means less landfill. post-consumer PVC window frame material to important than ever. The food, Rather than simply observe sustainable a high standard of purity at its Kent site. pharmaceutical, retail and cosmetic practices in the manufacturing process, The finished products, 100% recycled PVC industries are demonstrating eRetailers can also mitigate any negative pellet and micronised (pullover), are suitable a commitment to finding new ways to effects on the environment. They too are for a wide range of manufacturing and incorporate sustainable packaging re-examining their packaging practices to extruded plastic goods, from building, roofline into business plans. Food packaging leads be more sustainable. In this case, going and cabling/ducting products to new windows. the way in sustainability. The rise of the back to basics by using less high-tech EKA Recycling Commercial Director Simon delivery, or out of home (OOH) food sector plastic and Styrofoam packaging can have Scholes says recycled PVC offers reliable puts OOH food packaging at the forefront a real effect. Rather than using peanuts or consistent supply and improves environmental of the need for sustainable packaging. plastic airbags, newspaper is an credentials of manufacturers’ products. He Research from Smithers Pira, environmentally-friendly way to keep an told me: "In releasing the reliance on virgin commissioned by Asia Pulp & Paper, object cushioned for a long journey. polymers, we are giving longer life to plastic.” found that the European out-of-home Corrugated boxes are another way shops In conclusion, designers need to understand packaging market is expected to grow by can save on emissions. Flat boxes save the design principles that enable the efficient 6% to hit €6bn by 2020. space on planes and lorries by being release and recovery of materials during the Food packaging manufacturers are neatly flat-packed, and 91% of corrugated recycling process. Equally, they should searching for new sustainable innovations boxes are able to be recycled. recognise the ‘black marks’ that apply to that meet the needs of different dining While some industries are ahead of poorly designed products and wrong sectors. For example, creating a 100% others, all sectors can be taking a hard combinations of materials. Many everyday bio-degradable beverage and food cup for look at the sustainability of their products have simple design-for-recycling both hot and cold foods. This works across packaging practices. By considering the guides, created by recyclers. Helpful guidance a range of applications, including ice wider value chain for both packaging and can be found in Recoup’s Recyclability by cream tubs, hot beverages and takeaway its customers’ products, packaging Design guidelines and for those keen to start food. The aqueous coating makes the manufacturers can help ensure that sourcing recycled materials, a good place to packaging easily recyclable and environmental targets are met without begin is with the plastics recycling companies compostable, removing the timely and compromising stakeholders. listed with the British Plastic Federation.
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ENERGY SAVING, RECYCLING & THE ENVIRONMENT
Service solves complex Nothing is sweeter than new packaging challenges sustainable packaging solution Tasked with finding a packaging solution that improved the customer experience for food delivery service HelloFresh, Smurfit RPC M&H Plastics and Bulldog Skincare for Men have joined forces Kappa used its eSmart service to find a solution. A proven approach once again for Bulldog’s new line of skincare packaging, with a based on three focus areas, optimisation of e-retail processes, sustainable twist.The first men’s skincare brand in the world to use supply chain efficiency and superior consumer experience, eSmart sugarcane as a raw material, Bulldog chose to go green with its helps identify packaging insights that solve complex challenges. updated flexible tube line-up, which features moisturisers, face Smurfit Kappa experts generated two key insights: Improving the washes and scrubs, with multiple variations of each product focusing structural integrity of boxes is key to delivering food unharmed and on different skin types. The green polyethylene is created by farming having sustainable boxes is crucial for HelloFresh customers Using Sugarcane on sustainable land in Brazil. The Sugarcane is transformed these insights, Smurfit Kappa developed an integrated board that into “ethanol”, a type of alcohol, which is in turn used by Bulldog’s divided the box’s internal space into compartments, increasing partner Braskem to create green plastic. The Green Plastic is then stability, improving product protection and creating an interactive used by RPC M&H Plastics instead of fossil fuel sourced material to user experience. The solution increased packing space by 17%, create Bulldog’s Flexible Tubes while maintaining the performance generated a cost saving of £50,000 and created a 100% recyclable characteristics of traditional Polyethylene. RPC M&H Plastics is box that HelloFresh customers loved. continually seeking alternative environmentally-responsive products. [email protected] I www.smurfitkappa.co.uk www.mhplastics.com
Innovation set to improve lifespan of wooden pallets
James Jones & Sons Ltd has revealed a new a wooden pallet by three times and many supply chains. venture it says will dramatically improve the potentially longer. This is because UPALL® - “Rigorous independent testing and quality, length of life, and environmental protected pallets experience substantially trials show that this proprietary product benefits of wooden pallets, and significantly less damage with significantly fewer wood brings remarkable increases to the reduce their whole life cost. chippings and debris. This reduces lifespan of a pallet and reduces its cost UPALL® manufactures and fits robust downtime, equipment maintenance and significantly. Meanwhile, the considerable protectors at the points of entry on wooden housekeeping, and improves safety. increase in service life gives significant pallets. This means the pallets last longer, A UPALL® protected pallet remains in environmental advantages over need far fewer repairs and stay in circulation circulation earning money for longer with unprotected wooden pallets.” for longer than conventional non-protected quantifiable savings in inspection, repair, The protectors can be supplied in corporate pallets. The protectors are based on the US transport and trip costs. colours, with printed logos and other pointGUARD invention, which UPALL® has Gil Covey, Chairman of UPALL® Ltd, said: designs. The enhanced appearance of the redesigned and developed for the European “The UPALL®-protected pallet is a truly pallets makes them ideal for display directly market. Tests on the protectors at Virginia innovative and ground-breaking development at the point of sale in retailers. Tech show that they increase the lifespan of in wooden pallets, which are critical to so www.upallpallets.com
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ENERGY SAVING, RECYCLING & THE ENVIRONMENT
THE FUTURE OF SUSTAINABLE PACKAGING JAMES CROPPER PLC RESPONDS TO PUBLIC DEMAND FOR MORE ENVIRONMENTALLY RESPONSIBLE OPTIONS
Based in the Lake District and with a paper- quality. Seeing this go to waste on such a Cropper’s innovative recycling plant – making heritage that spans more than 170 huge scale is what inspired us to develop the including that from coffee cups. What’s more, years, James Cropper Plc is renowned technology to separate the two components. it’s easily recycled with household paper, but globally for producing custom-made paper What we’re left with is material that’s virtually even if it does end up in landfill, it’s naturally products of the highest quality for a variety indistinguishable from fresh fibre and can biodegradable and therefore leaves no trace of applications, including packaging. therefore be used to create paper products of whatsoever. The company was recently commended for the highest quality.” Each product is designed specifically to making huge leaps in the world of recycling Recently, Selfridges partnered with James customer requirements and can be and sustainability, themes that continue to Cropper to upcycle disposable coffee cups manufactured to match any colour with dominate the business objectives of generated at its Oxford Street headquarters guaranteed consistency and a quality finish. consumer brands globally. There has been a and store, with the resulting paper being used Brands can also tailor the texture to suit their huge rise in the request for more to create its yellow shopping bags in a unique needs, choosing between COLOURFORM™ environmentally responsible packaging closed-loop recycling solution. Touch, with its warm, tactile and velvety feel, options in recent years, with brands Steve added: “Our plant has so far recycled and COLOURFORM™ Smooth, with its slick continually looking to lower their carbon more than six million used cups – a figure finish and sharp edges. footprint. In response to this, James Cropper that with partnerships like those with This is what appealed to Lush Fresh has launched CupCycling™ technology and Selfridges and others is expected to boom. Handmade Cosmetics. The company is COLOURFORM™ moulded packaging. With CupCycling™, we’re enabling brands to committed to using materials that can be work with us towards a world that’s less reused, recycled or composted, and so CUPCYCLING™ wasteful and become part of a movement that recently called on James Cropper to create a It’s estimated that 2.5 billion paper cups are has the potential to truly revolutionise paper bespoke piece of packaging for its solid bath used in the UK each year. Until recently, these cup recycling.” oils, aimed at enhancing customer shopping were unable to be recycled owing to their experience in a practical and sustainable way. tricky polyethylene lining. However, James COLOURFORM™ Matthew Miller, business director at James Cropper’s facility possesses the technology to The public is growing ever more conscious of Cropper 3D Products, said: “COLOURFORM™ separate the two components, therefore the landfill and plastic pollution crises, and is is going to shake up the packaging industry. helping to solve a long-standing keen to buy products with packaging that As more brands like Lush come on board and environmental crisis: The paper fibre is contains no plastic and is easily recyclable. ditch plastic, we can really get our protest rescued and upcycled into luxury papers, COLOURFORM™, created by James Cropper against waste heard and collectively move while the plastic is recycled into products 3D Products, is that sustainable alternative. towards a more sustainable future.” such as tubing and cable wraps. It’s made from 100% renewable, natural wood Managing Director Steve Adams said: “The fibres from well-managed forests and high- www.cupcycling.co.uk fibre used to create paper cups is of very high quality recycled material from James www.colourformpackaging.com.
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QUESTION TIME uestiontime THIS MONTH WE ASK: What are the key issues facing our industry in terms of environmental responsibility and challenges today?
ALEXIS VAN MAERCKE over competing materials. Magnetic properties BACKGROUND Secretary General make steel easy and economical to recycle as Sustainability and ethics have APEAL there is no need for a specific sorting process. grown in importance to The onus on brands to be more proactive in Steel scrap is an inherent part of the European consumers over the their environmental activities is getting production process for new steel so every steel greater, with current environmental thinking plant in Europe is also a recycling plant, saving past five years, according to very much focussed on the circular economy. resources, energy and emissions by recycling GlobalData, a leading data and More and more brands and retailers are now simply and efficiently. analytics company. The looking to meet the obligations of a Indeed, CO2 emissions from steel production company’s latest report circular economy in order to achieve a today are 50% lower than 40 years ago and the confirms that in 2016, 71% of more sustainable future. energy used to produce packaging steel is 25% European consumers The circular economy is widely agreed to be a lower than 30 years ago. This continuous considered living an ethical or concept where maximum value is taken from improvement in environmental performance is sustainable lifestyle to be very resources for as long as possible. Products integrated into a comprehensive lifecycle important or important in and materials are then recovered and analysis (LCA) for tinplate production in Europe creating a feeling of wellbeing regenerated to create new products. that APEAL has established and The European Commission has embraced the communicated since 2006. or wellness, 7% more than in concept of a circular economy and has created But it’s not just steel’s closed-loop recycling 2011. Public awareness of a circular economy Package (CEP), which is credentials that define its role in the circular sustainability issues has been designed to help businesses move towards a economy. New generation steel food cans are heavily influenced by an circular approach when it comes to using 46% lighter than those of 30 years ago. In explosion in media coverage. resources in a more sustainable way. addition to saving raw materials, this Technological advancements The CEP represents a great step towards contributes to easier and more effective and internet utilisation have achieving higher recycling rates across Europe, transportation and storage, making steel more also made it significantly easier as well as the creation of new jobs and savings appealing to packaging manufacturers, for consumers to stay up to for businesses that will benefit from greater retailers, brands and, ultimately, consumers. date with issues like global resource security. Despite its lighter weight, steel’s strength Steel packaging has closed the material loop. remains. Virtually unbreakable and a 100% warming and poverty. In With a European average of 77.5% recycled in barrier against light, air and liquid steel, addition to consumer focii, EU 2015 (latest available data), it is a real example cannot be rivalled for its product protecting directives are pushing us to of the circular economy at work. qualities at all stages in the value chain. achieve higher targets in terms As a permanent material, it can be infinitely The last three decades have seen a significant of recycling and sustainability. recycled with no loss of quality. Unique, shift in the way we work, communicate and inherent qualities give it a natural advantage shop. At the same time, we have also seen a
ALEXIS VAN MAERCKE SAM JONES SECRETARY GENERAL SUSTAINABILITY MANAGER APEAL DS SMITH Before joining APEAL (The Association of Sam is part of DS Smith’s core European Producers of Steel for sustainability team which works Packaging), Alexis was policy officer at across the business to drive the European Commission, Directorate performance improvements, General Internal Market, Industry, Entrepreneurship and broaden data capture and share progress with SMEs. He also spent five years in the European stakeholders. He has previously worked with large Parliament as political advisor to Marianne Thyssen MEP, FMCG organisations, within a consultant capacity as the current Commissioner for Employment and Social well as in-house, in similar environment and Affairs, where he was in charge of legislative files related sustainability focused roles.
to food safety, environment and consumer protection.
EXPERTS... THE THE
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QUESTION TIME
major change in attitudes to environmental recycling, the focus must be on manufacturing Proper segregation of recyclables is the best issues and our impact on the world around us. packaging that considers the entire product method to reduce contamination. If they are Despite the arrival of other packaging cycle, through manufacturing, supply chain segregated as soon as consumers and materials, steel has continued to thrive. This is use, product protection and preserving businesses discard them, the outcome is much because steel for packaging remains relevant material value after use. improved. Assisting clients with best practice, to brand owners looking to combine brand One of the founding principles of the circular as well as implementing it within our promotion with a proven packaging format that economy is good quality recycling, which still operations, is where the packaging industry consumers like and trust, and which lends represents a major challenge at a pan- can make a real difference. According to a 2015 itself well to innovative and differentiated European level. The recycling process needs to report by McKinsey, adopting circular economy design. Farsighted brands are those who fully be consistent across the EU to enable higher principles could not only benefit Europe embrace a circular economy and use it to grow rates of quality recycling, but the reality is that environmentally and socially, it could also their businesses. I am confident that in 30 it’s currently not even consistent within generate a net economic benefit of €1.8 trillion years’ time we will all enjoy the benefits of a individual countries. It’s not unusual for by 2030. Increasing utilisation and longevity more sustainable and resource efficient recycling processes to differ from region to means you get more value from existing economy while steel will have played a part in region, which does nothing to advance product and material stocks. making that possible. recycling, or indeed the reputation of recycling. The packaging industry needs to recognise that It seems counterproductive to offer different moving towards a circular approach not only SAM JONES recycling capabilities to residents who share improves public perception and opinion, it also Sustainability Manager the same waste production patterns. This delivers on the bottom line. Increased price DS Smith inconsistency must be addressed, which also volatility, supply chain risks and growing There is growing recognition that operating means that every country in the EU needs to pressures on resources combined, mean a more sustainably can provide opportunities for have access to the required infrastructure and circular business model will undoubtedly in the growth, support risk management, help us resources to properly implement recycling. long term be more profitable. operate more efficiently and enhance Another challenge is contamination, when Now the European Commission has adopted stakeholder relationships. For many materials destined for recycling end up mixed, the circular economy package, the next step businesses, sustainability is the foundation for for example glass with paper. If recyclable will be mandated targets. Our industry must their overall business strategy, and this is materials are contaminated, they are more take the opportunity to support our customers where adopting a circular business model is so difficult to re-process, lose value as a result in working towards those targets and we must vital. Throughout operations and supply chains, and potentially make incineration or landfill the not be afraid to constructively challenge each from design to production and supply to best solution from a financial point of view. other to find a better way forward.
MARTIN CONSTABLE NIGEL THOMPSON CHAIRMAN, SALES MANAGER – GAS POWER SOLUTIONS CAN MAKERS UK FINNING Martin has incredible insight within all aspects Nigel Thompson, Sales Manager with of the can making industry, including the responsibility for gas power solutions at growing market for independent, craft canned Finning, a global company that rents and beers. In 2016 he led the Indie Beer Can provides parts and service for equipment and Festival, run in partnership with SIBA, and has played an active engines to customers in various industries all over the world, role in the development of the Indie Drinks Can Advice portal for has been with the organisation for more than five years. He has brewers interested in canning. Martin’s career in the can making many years’ experience of working within the power generation industry started when he joined Crown Packaging in 2004. He is industry. He is currently responsible for championing the many now based at Crown Bevcan’s offices in Carlisle, where he is benefits for combined heat and power (CHP) technology. Sales Director for the UK and Ireland.
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QUESTION TIME
MARTIN CONSTABLE solution to help the UK reach the EU’s Waste NIGEL THOMPSON Chairman Framework Directive target of a minimum of Sales Manager – Gas Power Solutions Can Makers UK 50% of all household waste to be reused Finning The circular economy, the idea where and/or recycled by 2020. According to a Confederation of European resources are used, recovered and then It is important to understand that, thanks to Paper Industries (CEPI) report, more than 45.6 regenerated, is very much on the radar right existing recycling, 75% of all aluminium ever million tonnes of packaging paper was now as one of the European Commission’s produced is still in use today. It’s also good to produced across Europe in 2016, a 2.4% 2017 stated key priorities. Metals, as a uniquely know that recycling metals saves between 70% increase on 2015. With packaging demand Permanently Available Material (PAM), are well and 90% of the energy used to produce new increasing, attention must be paid to placed to contribute to ever increasing recovery production quality metals. production and making it more efficient. rates as they can be easily recycled to make Many industry-supported recycling schemes Pulp and paper production constitutes new products and materials again and again, across Europe are encouraging and educating 7% of national energy demand, and is forever. But why does this matter and how well consumers to recycle even more. Industry co- known to be energy intensive. are metals, like the aluminium in drinks cans, funded campaigns Every Can Counts and Almost 1.7 million tonnes of oil were used in placed to make a major contribution to the MetalMatters are great examples. These are UK paper mills and associated facilities last circular economy? Already by 2016, seven out government recognised, long-standing year, resulting in higher energy costs for of every 10 aluminium drink cans sold in the campaigns that encourage more businesses packaging manufacturers. UK were recycled. This 70% milestone, recently and consumers to recycle cans at work, at Energy constitutes 16% of these paper announced by Alupro, makes a major home or out and about. MetalMatters production costs, mainly because of the heat contribution to the European metal packaging campaigns have been delivered in 81 local and steam needed for the pulping process. sector’s own ambition to reach and exceed an authorities across the UK, and directly targeted Despite this, natural gas and biomass sources average 80% metal packaging recycling rate by over 5.3 million households. Aluminium drink provide 80% of the European paper industry’s 2021. This exceeds the EU’s targets as the can recycling reached a ‘milestone’ 70% energy consumption, dwarfing bought-in industry believes it can increase rates more recycling rate in 2016 in the UK. electricity. This level of heat and power quickly than the average across pack formats. Then there’s the Extended Producer demand puts packaging manufacturers in an The European Commission’s Circular Economy Responsibility (ERP) scheme which supports ideal position to benefit from CHP technology. Package (CEP) sets common targets to increased recycling and reuse amongst In fact, the CEPI already encourages increase recycling and ultimately stop precious manufacturers. ERP fees are based on real manufacturers in the paper and packaging materials going to landfill. There are many end-of-life costs, with recyclability factored in. sector to adopt the technology if possible. goals helping to drive the circular economy, So, producers are charged lower fees for using CHP, sometimes known as cogeneration, including a common EU target for recycling metals such as aluminium or steel, which are involves recovering electricity by using the 75% of packaging waste by 2030, and a binding easy to collect, sort and recycle. huge amounts of heat otherwise lost in landfill target to reduce landfill to a maximum Metal Packaging Europe (MPE) has been busy conventional power plant processes. This of 10% of all waste by 2030. There are also drawing attention to the continuous lifecycle of allows CHP plants to reach efficiencies economic incentives for producers to put metal with a recycling mark, and message, for exceeding 80%, where coal and gas-fired greener products on the market, and support drinks cans, Metal Recycles Forever. The plants struggle to reach 40%. Massively recovery and recycling schemes. infinity loop image is designed to engage increasing efficiency can result in hugely Aluminium and steel can be recycled again and consumers and remind them of the value of reduced energy costs, benefitting the plant again without losing structural integrity, known continuously recycling metal. owner’s bottom line. Furthermore, any as ‘real’ recycling. With most other materials Permanent materials are the ideal building biomass produced as waste during the pulping there’s a limit to how often they can be blocks for a circular economy, with both process can be repurposed to serve as fuel for recycled to the same quality without adding packagers and drinks brands reaping the the CHP system. This benefit, unique to the new raw material to the mix. rewards from their increased use, whilst packaging and paper industry, cuts both costs If you heat aluminium or steel ‘scrap’ in a working towards a more sustainable, and carbon emissions. recycling facility until it melts, what comes out innovative and economically efficient Europe. UK government reports show that CHP can is completely the same as what went in. Metal Global resources are limited, but society’s reduce industrial users’ primary fuel use by up is unalterable structurally, technically speaking demands are increasing. So, managing to 30%. However, financial savings depend on it is an element, which makes it an ideal resources efficiently must be a top priority. external factors, such as the cost of natural building block for a circular economy. Metal, as a highly recycled permanent gas, as well the system’s long-term quality and Their endless recyclability makes drinks cans a material, saves on raw materials, energy reliability. Of these factors, site size is the most valuable material source for reintroduction into consumption and CO2 emissions. In fact, the influential factor, as larger plants may require the economy to make new cans or other aluminium reprocessing industry has cut CO2 a larger CHP system to supply more energy. products, such as kettles or engine emissions by 50% since 1997. Almost 75% of Yet economies of scale mean that as a CHP components. That’s why we call the metals in metal packaging is recycled in Europe and the plant’s size increases, its capital, installation drinks cans a Permanently Available Material. drinks can aims to continue to contribute as and operation costs per kW of energy It also happens to be the perfect packaging the most recycled pack type yet. generated all fall.
MR MICHAEL LAURIER MICHELLE CARVELL CEO, DIRECTOR AND COO SYMPHONY ENVIRONMENTAL LIMITED LORAX COMPLIANCE
Michael's career began with his long With almost 15 years working in the established family packaging business, environmental compliance sector, Brentwood Sack and Bag Co Limited. In Michelle has built an extensive the mid 1970s he changed the emphasis of the knowledge of the industry, specialising in product company's business from jute products to polythene stewardship, REACH and producer responsibility packaging, introducing the then innovative high density legislation. Co-Founding Lorax Compliance in 2014, and medium density polythene bags in the UK market in Michelle has been able to combine her passion for 1975. He was appointed Managing Director of Brentapac environmental legislation with a desire to simplify the
UK Plc, which formerly owned the Tuffy trademark in requirements, through the development of intelligent
EXPERTS... 1985 and co-founded Symphony Plastics in 1985. technology solutions. THE THE
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QUESTION TIME
MICHELLE CARVELL be complex, time consuming and easy to get manage, interpret and accurately report on Director and COO wrong. It requires an understanding of how product data is key for businesses as excess Lorax Compliance products are packaged and the specific types fees will be incurred if they over report. They Packaging waste regulations, which fall under and amount of materials that are used, as could also be liable for fines if they understate the framework of Extended Producer detailed within a packaging bill of materials. their obligations. Responsibility (EPR) legislation, affect every Additionally, the manufacturer must be able to food and drinks manufacturer producing, analyse the quantities of products placed on MR MICHAEL LAURIER handling and selling goods across Europe. the market, country by country, to then CEO EPR regulations have been around for over 20 progress to working out the brand’s fee Symphony Environmental Limited years and are robustly enforced. If payment obligations. Bio-plastics are unsuitable for recycling. It is manufacturers fail to meet their EPR In general, packaging fees are calculated on not surprising that Plastic Recyclers Europe environmental compliance obligations, they the tariff attributed to different types of have found that recyclate from Southern run the risk of large fines and significant packaging material (paper, plastic, glass, etc.) European countries is causing defects and reputational damage. EPR legislation requires multiplied by the sales within the specific ruptures in film. all food and drink manufacturers to report country. Analysing your packaging may seem This is because the governments of France, periodically to national recycling organisations straightforward, but countries frequently ask Spain, Italy, and now Greece have been with details of packaging. WEEE (Waste for different levels of detail. One may be persuaded by the manufacturers of starch and Electrical and Electronic Equipment) and satisfied with the description ‘plastic’, whereas PLA plastics to prefer their product. The battery sales. Effectively an environmental tax, another will ask to know what type. Recyclers’ analyses demonstrated that most of EPR obligates manufacturers to pay fees to Additionally, if you sell or distribute products the defects in the film are coming from fund the national infrastructure for the across Europe, you may also choose, or be substances used in production of degradable recycling and recovery of the materials, as required, to display the Green Dot on your plastics i.e. starch, polylactide (PLA) and opposed to local or central governments. packaging to demonstrate compliance. This polybutylene adipate terephthalate (PBAT). EPR requires food and drinks manufacturers to trademarked logo, often mistaken as a Not only is this type of plastic incompatible account for their products long after recycling logo, indicates to consumers that you with recycling, and 400% more expensive than distribution and to consider the long-term have paid fees to a national packaging recovery ordinary plastic, but it does not deal with effects they will have on the environment. This organisation. It is required to display this in a plastic waste in the environment. This is is one of the driving forces behind the ‘circular range of European markets. because it is tested to biodegrade in municipal economy’, a cycle where instead of products Manufacturers and retailers may in future be composting, not in the open environment. It being produced, used and disposed of, they are required to comply with deposit-return does not even convert into compost, as used to their maximum value and then schemes. This would see customers in EN13432 requires it to convert rapidly into CO2 recovered for the materials to be reused. Scotland pay a deposit when buying cans or gas. What is the point of it? Why use land and EPR is implemented differently in each bottles, which will be refunded when they are water resources to produce plastic, when European country, a process which is likely to returned empty. The Scottish government has conventional plastic resin is so inexpensive and become even more complex for UK commissioned a detailed study of how the readily available? Oil is extracted from the manufacturers to manage, with Brexit in the scheme, which has manufacturer backing ground to make fuels, and plastic is made from pipeline. The government’s recent Repeal Bill, from Coca-Cola, would work. an unavoidable by-product of the refining published on July 14 2017, confirmed that Keeping on top of business critical process. The same amount of oil would be current environmental laws for packaging and environmental compliance and potential extracted if plastic did not exist. packaging waste will be maintained as the UK legislative changes both at home and abroad Governments and consumers should instead leaves the EU, up until 2020. could prove highly complex post-Brexit. In be preferring oxo-biodegradable plastic, which Uncertainty remains over policy direction post- addition to managing reporting calendars and is designed to convert rapidly into Brexit. However, unless or until the fee calculations, this will require resource few biodegradable materials if it gets into the open government introduces new legislation, EPR companies have budgeted for. environment. Even better, it costs little or no compliance will be a continued requirement for Expert advice can prove invaluable. more than conventional plastic, and is re- the UK’s food and drinks manufacturers. Manufacturers and distributors can quickly usable. It has been proved to be recyclable Calculating the packaging waste fees you need start to accumulate Product Stewardship fees without causing harm to the recycling process to pay to national recycling organisations can once products are sold. The ability to find, or the finished product.
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LUXURY PACKAGING
RE-INVENTING PREMIUMISATION NEW REPORT PINPOINTS FOUR PRINCIPALS WHICH ARE EXPECTED TO DRIVE FUTURE GROWTH IN THE LUXURY MARKET
The distinction between mass-market and coloured packaging marks it out as Lily O’Brien’s offers consumers a choice of luxury products is becoming blurred, a premium product. chocolate box packaging and the ability to prompting luxury brands to turn to innovative Appearance and aesthetics are major factors upload photos or images to personalise technologies and strategies to attract when designing packaging in this sector and in the printed pack. customers to their high-end goods, according other fast-moving consumer goods (FMCGs) A number of premium brands, particularly to ta new report by Smithers Pira. industry. Considerable attention is paid to within the Scotch whisky sector such as The Future of Luxury Packaging to 2022 report areas such as colour, images and graphics. Glenfiddich, Glengoyne, Gordon & MacPhail, reveals that the luxury packaging market was Increasingly, brand owners are having to now offer personalised labels, mainly for valued at more than £10.5 billion in 2016, with consider what packaging for their products gifting purposes with individual messages. global sales forecast to increase by 3.4% in looks like on screen as well as on the shelf, In the jewellery sector, personalised gift 2017. In volume terms, a growth rate of 2.6% given the fact that more people are now packaging is usually in the form of gift boxes is forecast for 2017, after which the world purchasing goods via online channels. or bags, although some companies have market is expected to increase by an annual started to customise secondary packaging, average of 1.3% up to 2022. PERSONALISATION AND CUSTOMISATION such as tissue paper and ribbons. Keenpac’s The four principal drivers that are expected to Digital printers in many parts of the world are jewellery boxes are created on a bespoke basis aid market growth over the next five years increasingly benefitting from the recent and come in a variety of shapes and sizes. include using packaging as a medium to growth in demand for personalised gift Coca-Cola’s Share a Coke campaigns premiumise a product, creating a consumer products, a trend that carries strong featuring bottle labels carrying common connection via personalised and customised implications for the luxury packaging industry. individual forenames, remain the most well- print, the growing importance of consumers in Personalised printed products are now being known example of a major brand applying non-traditional markets and engaging with an offered by many leading brands, with customisation to create a more personal online sales culture consumption peaking during gifting occasions, connection with its consumers. Coca-Cola Premiumisation is a trend apparent in many like Christmas and Valentine’s Day. For has sold more than 150 million of its sectors of the packaged goods industry. Brand example, in the UK market for personalised personalised bottles. owners are seeking to attract consumers by gifts in 2015, the average expenditure per The print costs of such campaigns, using toner offering products positioned on an ‘everyday consumer was almost £36. or increasingly inkjet presses, are declining, luxury’ platform, and packaging is seen as a Companies competing at the upper end of the but remain significant. Luxury segments have way of achieving this. chocolate confectionery market now offer and will continue to be a key area for this The food and drink industry has been one of personalised products and packaging, most of pioneering technology, as one that can accept the main pioneers of the trend toward more which are targeted at the gifting market. the premium for such printing for special and premium forms of packaging. One successful Thorntons now sells personalised chocolate seasonal editions more readily. The range of example from the UK food industry is the Gü boxes in the form of Alphabet Truffles, in options available is now being supplemented range of desserts, which is marketed on an which the chocolates can form messages, by new printing equipment and finishing indulgence platform and whose black- such as birthday wishes. Ireland-based firm systems for new pack formats – like flexible
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LUXURY PACKAGING
pouches, and folding cartons – and high- grade substrates optimised for accepting digital print graphics. As the market for luxury goods has What is the become more international, the leading brands have commanded a wider true meaning geographical footprint. From a supply perspective, the luxury goods market is highly concentrated. It is estimated that of luxury and the larger European brands currently account for up to 70% of global sales, its impact on which gives some indication of their long- standing strength and heritage across much of the world. consumers? Sales of luxury goods in non-western regions have benefited from factors such Rowena Curlewis as the emergence of a more affluent urban Founder and CEO consumer base and a greater number of Denomination youthful and Western-oriented consumers. Much of the growth in the global luxury The spirits market has long led goods market has come from China. the drinks market in terms of luxurious According to recent analysis global luxury primary and secondary packaging. With sales would have contracted by around 2% high margin, spirits brands are able to on average between 2012 and 2015, had it devote considerable resources to bespoke not been for Chinese consumers. bottles, special closures, slick gift boxes Tom Hearn Shopping for luxury goods while travelling and supporting material. For wine brands Business Director is an increasingly common activity for the however, with relatively low margins, the Nude Brand Creation: emergent middle class in China and task is tougher. How does a premium priced elsewhere, with airport malls a focus for wine brand effectively compete against The notion of luxury has this trade. Some research shows shoppers these in the Global Travel Retail changed in the last few years. Previously at airport malls accounted for 6% of total environment? The challenge is to create a luxury packaging meant lots of gold, over- worldwide expenditure on luxury goods in luxurious pack that feels superb in the embossing and dark, rich colours. Shouting 2016, up from 4% the previous year. hand, reflects the brand’s price and ‘luxury’ in order to stand out. The new luxury positioning, yet is cost effective to produce. is inspired by craft and honesty. It is about ONLINE SALES AND “SHOWROOMING” Creativity is key, as is the ability to balance brands communicating their story visually Online channels are making a greater opulence with restraint. If you can keep in and having the confidence to be single- impact within the world market for luxury mind Coco Chanel’s sage advice ‘Before you minded in their approach. This way they can goods. Online sales of luxury goods are set leave the house, look in the mirror and take then engage more effectively and quickly to reach almost $42 billion by the end of one thing off’, then a design can project with consumers, who are confronted with the current decade, up by more than 95% luxury cues without over-delivering. Take many competing messages on shelf – even from levels observed in 2014. Yalumba The Caley for example. Each bottle in the world of luxury. It is also about The growing importance of the online is wrapped in bespoke tissue paper, but the attention to detail. There must be a truth sector has also contributed to the design is not the standard ‘wallpaper’ of behind every element of the design. For ‘showrooming’ trend, whereby consumers repeat graphics. Instead it is specially example, through our work on luxury brands research products in-store, only to wrapped so that the branding is replicated including The Glenlivet, Havana Club, complete their purchases via online from label to tissue paper, and the tissue Martell and Ballantine’s, we seek to create a channels. This has been apparent in the unfolds to an historical map of Caley’s set of luxury codes that are inspired by the luxury goods market, particularly since journeys around the world in the late 1800s. history of the brand and its heritage. many of the world’s leading fashion houses No need for additional neck ties or other have been relatively slow to adopt e- accessories, the carefully designed tissue is Alan Davies commerce. It was estimated in 2016 that enough, especially when combined with its Global Design Manager up to 40% of luxury brands had little or no hard-covered book slotted neatly inside a Essentra online sales capability. Consumers are cloth-covered rigid gift box. Penfolds Bin becoming increasingly price conscious, 170 is similar. Creating a bespoke latch out Luxury packaging must be and are therefore attracted to the special of the Penfolds’ crest combines function, striking whilst conveying the brand’s identity offers and discounts typically offered by brand and detailing. With such an intricate in one glance, such as via a trademark online retailers. piece on the gift box, the rest of the gift box colour or shape. An intricate shape or In-store shopping is expected to remain a design and construction could be pared structure can transform a simple carton mainstay of the luxury goods market, since back to balance the latch’s jewel-like into something more special; it is already most consumers still want to touch, feel nature. Materials and finishes are of course more interesting if it has more than six sides and smell products prior to purchase. essential to distancing luxury brands from and opens in imaginative ways. If the brand Traditional retailers have already masstige. Anne Lumeau, Founder of Brand is more upscale, the carton should reflect responded to the growth of the Boutique, says luxury brands must ‘create that, including processes such as intricate online/mobile sector via tactics usually the perfect experience from the very foiling, embossing, micro-perforations, die referred to as ‘reverse showrooming’ - beginning of receiving the product’. cutting or window-patching. A luxurious sometimes called ‘web-rooming’ - Obviously, a luxury drinks brand must product could also use a more specialist whereby consumers research products project the right cues and appeal, but how material such as metallised, holographic, online, and then complete their purchases the brand feels in the hand is incredibly special effects or synthetic boards. The in-store. The increasing popularity of important. The tactility of finishes, the ultimate goal of packaging is to add value to ‘unboxing’ videos on social media is also paperstock, the heavy embossing and a product offering, so every element must putting a new focus on materials and debossing of a brand mark, the fragility of be carefully considered. As products design, with ‘experience’ packaging the wrapping paper, all lead to delight what become more homogeneous, it is important making this process part of the overall the consumer feels. for brands to distinguish themselves. enjoyment of the product.
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LUXURY PACKAGING
Apothecary Range Additionally, the clear film adds a high is a perfect fit for For a touch degree of resistance to chemicals, cleaning solutions and other harsh craft spirits sector environmental factors. of elegance Fast print speeds and a low purchasing The craft spirits sector is booming in the UK, price allow users to quickly and cost- and more and more artisan distillers are turning to Beatson Clark’s Apothecary Range of and luxury efficient produce shiny labels on-demand in the amount that is actually needed. bottles to ensure their product stands out on Primera Technology Europe has FX500e costs less than the foil imprinter the shelf. Forty-five more distilleries opened in announced its new FX500e Foil Imprinting it replaced, which was called FX400e. 2016, taking the total to 273, as consumers System that adds brilliant metallic develop a taste for small batch, high-quality highlights to inkjet-printed labels. The MSRP of Primera’s FX500e is € 499 spirits. Gin is particularly popular as it’s It’s the perfect accessory to Primera’s while the FX400e was priced at € 599. relatively simple to produce and lends itself to LX-Series Color Label Printers and Additional features include: a wide variety of flavourings to suit all tastes. other inkjet-based label printers. Glass manufacturer Beatson Clark offers both As the imprinting process is digital, • 300m ribbon capacity bespoke designs and standard bottles from its virtually any design elements can be • Easy media and ribbon loading with an general sale range, but its Apothecary Range added to the label including borders, improved guiding mechanism to secure is proving especially popular with artisan fonts, graphics and backgrounds. the label path producers. The bottles were originally designed Metallic foils enhance product labels, • Optimised printing results as pharmaceutical containers for medicines because a message of luxury and • Reduced printing noise and tonics, and their vintage look and unusual elegance is conveyed that emphasises • Easy and hassle-free maintenance shapes mean they can give a new craft spirits the quality and value of each product. brand a distinctive, retro appearance. BrewDog Metallic foils in gold, silver, blue and red Primera Europe continues to offer 24 was among the first to use Beatson Clark’s pharmaceutical bottles for its LoneWolf gin. are available as well as various spot months warranty (the standard 12 months www.beatsonclark.co.uk colours and clear foil. When printed onto plus additional 12 months for free upon inkjet-printed labels, clear foil not only product registration on its website) for adds a professional, glossy finish but also all European units. makes labels virtually waterproof and UV resistant, allowing longer exposure to +49 611 92777-0 I [email protected] natural and artificial light sources. www.primeralabel.eu
The offline solution for luxury embellishments
Elaborate embellishments, unusual shapes or them to be brought to the production line ready an awkward printing position can leave online printed. This has considerable advantages for printers struggling to position codes correctly code quality, since coding the pack in its flat on the finished product. Premium packaging form results in a consistently clear, perfectly also commands a premium price, so even positioned code.Rotech’s stack-to-stack feeding relatively low-frequency errors are likely to be technology can pick sleeves or cartons from a expensive in terms of packaging waste. stack, accurately print the necessary codes, and Whatever the issue, offline coding offers an place the printed sleeve neatly onto another affordable and practical solution. Rotech says stack at speeds of up to 400 packs per minute, coding packaging such as cartons, sleeves or depending on the application. pouches offline before they are filled enables www.rotechmachines.com
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INTERNATIONAL NEWS
SO WHO IS KING OR QUEEN OF GREEN? LOOKS AT THE RECYCLING ISSUES AND INITIATIVES THAT ARE TAKING PLACE ON ALL SIDES OF THE GLOBE
China ban would have on the UK recycling take place in Shanghai from April 24th to 27th, industry. The problem of capacity and how the with plastics and rubber industries from all over UK will handle the waste following the China ban the world exhibiting. The event is sponsored by By Stephanie Cornwall was questioned by MPs on the committee. Mr Europe's Association for Plastics and Rubber Editor Gove said the UK has the capacity to handle the Machinery Manufacturers, with joint organisers The Packaging Gazette waste meant for China, and that he doesn't have including China National Light Industry Council, any worries because the waste industry is China Plastics Processing Industry Association "energetic, innovative and ambitious." and The Plastic Trade Association of Shanghai. The impact of the international "China Crisis" TRA chief executive Simon Ellin said his Overseas recycling initiatives are continually has put the UK Government under increased response was “disappointing” and he was evolving, including the world’s first bottle-to- pressure to adopt certain parts of the EU grateful that the Environmental Audit yarn recycling plant in the UAE. DGrade, the Circular Economy Package post-Brexit. Committee, chaired by Labour MP Mary Creagh, manufacturer of eco-friendly clothing, recently China, which was the largest global importer of was taking the issue more seriously. launched Simply Bottles, the ongoing initiative to many types of recyclable materials, announced CEPI (China National Export Commodities educate and equip UAE businesses, schools and in July that it will ban imports of 24 categories of Packaging Research Institute) and AIP individuals with the tools and infrastructure to recyclables and solid waste by the end of the (Australian Institute of Packaging) recently reduce plastic pollution and increase recycling year. Last year, Chinese manufacturers supported a packaging training program held in rates of plastic bottles. The UAE is among the imported 7.3m metric tonnes of waste plastics China by the World Packaging Organisation world’s highest consumers of single use plastic, from developed countries including the UK, the (WPO), at which the improvement of foodstuff yet less than 6% is currently recycled. EU, the US and Japan, but it will replace this packaging to reduce wastage was a key theme. In Belgium, an out-of-home strategy has been with recycled material from its own domestic Lecturers from various universities in China launched. Fost Plus, the organisation market, from Western-influenced consumers. involved in packaging design or graphics responsible for the country’s household The Recycling Association (TRA) launched its attended the event in Chengdu. packaging waste collection and recycling, Quality First report in September, in which it Vice President of Education for WPO, Pierre recycles around 680,000 tonnes of packaging, called for the UK to adopt the European Union Pienaar, said: “More than ever it was evident almost 90% of all packaging from the Belgian Circular Economy package, despite Brexit, and that there is a need, as well as a desire, for market. Belgium is one of only five countries in apply new regulations on packaging design to many across the globe to learn more in the Europe with a recycling rate over 50%. After help industries deal with the China ban. science and technology of packaging.” Germany and Austria, it is the best recycler in Labour MPs Joan Ryan, Kerry McCarthy and A similar program was also staged in Vietnam. Europe. For the recycling of industrial and Anne McMorrin have also called for action from Both events also looked at how to improve household packaging, Belgium is the best Environment Secretary, Michael Gove. packaging, reduce costs and what packaging (80%+). A major reason for this is its separate When tackled on the subject at the recent counterparts are doing in developed countries. collection system for household packaging Environmental Audit Committee gathering, Mr With China's latest waste decision, there is sure waste, and Fost Plus is extending this collection Gove admitted he did not know what impact the to be renewed interest in Chinaplas 2018, due to system to collect waste outside of homes.
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Design Gallery
THE DESIGN GALLERY
Stephanie reviews some of our favourite products new to the FMCG market. If you would like to send us a sample in connection to a new or innovative product, for us to consider for review in our Launch Gallery, please get in touch. Contact us by email with full details: [email protected]. Product samples should be sent to the editor, Stephanie Cornwall, Media One Communications Ltd, 1 Accent Park, Bakewell Road, Orton Southgate, Peterborough PE2 6XS.
PB Creative designed the packaging for a limited-edition Lynx range to celebrate its collaboration with world heavyweight boxing champion Anthony Joshua. PB worked with Lynx, Anthony Joshua and his management team to develop an identity that communicates the new brand message of ‘inclusivity’, and points to the way Anthony Joshua represents modern masculinity. The design features Anthony’s underscored signature, which complements the red keyline brand mark on the pack. The design features across the YOU range, which includes a body wash and spray, and a gift pack containing both items which is part of Lynx’s Christmas range. www.lynxformen.com
Nutritious snack brand Munchy Seeds has launched a new format shaker-style pot, and moved all its snack packs into new display outers in smaller case sizes designed for independents. The new packaging is eye-catching, colourful, with convenience in mind. The new 140g shaker pot is a taller, slimmer pack format and will replace the current 200g tubs with a lower recommended retail price. The full range of Munchy Seeds 25g snack packs have been relaunched in new, high impact outers for display on shelf. The new look range now comes in a smaller Premium milkshake producer, Shaken 12 unit case size in place of the previous 24 unit case size. Udder, has had a packaging refresh for www.munchyseeds.co.uk Uber Udder, its large format milkshake. The new see-through 750ml Uber Udder bottles have replaced the former cartons, bringing the packaging design in line with the bottles used for the smaller format and helping to achieve a stronger brand identity. The relaunch of Uber Udder in a bottle reflects the premium nature of the Uber Udder brand and gives the larger milkshake format a stronger and more visible position on the shelf. The new 750ml Uber Udder bottles in flavours Chocolush and Vanillalicious are available from Waitrose and Ocado, RRP £2 to £2.40. www.shakenudder.com
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The Yorkshire Crisp Company has introduced two new point of sale items to help stockists promote their brands which now include Yorkshire Crisps in eleven flavours, luxury toffee-coated Yorkshire Popcorn in three flavours, traditional style Yorkshire Popcorn in three flavours and two varieties of Titbits – gourmet savoury bites. The point of sale items, which are free of charge to stockists, consist of a Yorkshire Crisp-branded ‘clip strip’ which holds 12 40g bags of Yorkshire Crisps, ideal for use in shops, pubs, bars and cafes, and a branded counter display stand which holds 12 40g bags of Yorkshire Crisps and is perfect for counter top use. Stockists can request these items when placing their order. yorkshirecrisps.co.uk
Snact, a fruit snacks manufacturer with a mission to reduce food waste in the UK, has unveiled a distinctive new brand identity, with design by B&B studio. The vibrant new packaging for jerky and banana bars, features vivid colours and every pack is created using fully home compostable packaging, the first of its kind in the UK, supporting the brand’s purpose to promote sustainability and reduce waste. Snact fruit jerky is available online and from selected retailers, including Amazon, Ocado, Planet Organic and Selfridges. Banana Bars are available to pre- order now from the Snact website. www.snact.co.uk
Free-from bakery brand Genius Gluten Free has launched a new brand identity across its popular range, with design from London-based B&B studio. Its refreshed identity is now being rolled out in the UK and USA. Whilst maintaining colour-coding for individual product lines, the Genius Gluten Free range is now unified by a vibrant shade of blue. Adopting a fresher, cleaner and more contemporary tone, the products have a refreshed logo, with a thought bubble or bitemark to express imagination, creativity and tastiness. B&B has given flexibility to the logo by introducing a ‘packvertising’ space: enabling product descriptions on pack and communicating the brand’s founding story. . www.geniusglutenfree.com
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Design Gallery
THE DESIGN GALLERY
Low calorie sugar alternative brand, Canderel, has introduced its new positioning ‘Sweetness Brings Us Together’ to encourage growth within the low-calorie sweetener category, supported by a social media campaign across the Canderel Original and Canderel Sugarly range. Based on consumer insight that sweetness is a social connector, the campaign aims to reinforce the concept of people being able to see past their differences to connect with each other in a more meaningful way - whether these connections happen over a coffee, tea or a sweet treat, with a downloadable money-off coupon for its latest product, Canderel Sugarly, a sweetener with zero calories and the same taste and consistency of sugar, available from its website. www.canderel.uk.com
Leeds-based marketing agency ALLGOOD was tasked with researching the sector and developing a new concept that couldn’t use the word ‘marmalade’ by none other than the BBC. Its brief was to give marmalade a revival and promote the product to a wider audience (youngsters and families), to create a label that will appeal to a wider demographic and persuade people that marmalade can be eaten anytime of the day, as well as re-branding marmalade to make it more contemporary. Part of the challenge was to consumer test the new product to determine whether they would switch to marmalade as their spread of choice. The BBC reported that sales of Ocean Branding were tasked with a second rebrand of marmalade have been dropping in the last OMBAR chocolates, owned by Mood Foods. The first, in 2015, few decades, with value sales down 5.8% contributed to a 40% increase in year-on-year sales. Ombar’s and volumes down 6.2%, with the reason mission is to make raw chocolate part of everyday life because of being consumers switching to jam and the health benefits of cacao. Its brand promise is to deliver honey as well as chocolate hazelnut spread ‘moments of permissible indulgence’. The brief was to inject and peanut butter. Bold colours, fresh direct personality and more natural cues to the existing packaging, while language and simple but dynamic label allowing for NPD and brand extensions. The new packaging aims design were used to attract attention and to appeal across all sales channels, including supermarkets, food create intrigue. After a complete rebrand and to go, and specialist health food stores. As part of the rebrand, refreshed packaging concept, the jars were Ombar’s digital, social, and store presence has also been consumer tested in London where the revamped. Ombar is 100% organic raw cacao, natural antioxidants, rebrand was described as punchy, dairy free, refined sugar free and consists of all natural ingredients. energetic, bold and direct. It is sold in the UK, France, Spain, Germany, Netherlands, Finland. www.allgood.tv www.ombar.co.uk
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After relaunching its crisps range last year, Tayto Group BrandOpus designed a unique brand, Golden Wonder, has refreshed its snacks range with collector’s edition bottle for Hall & new products and updated packaging, to give it more shelf Woodhouse’s signature brew Badger, appeal. As part of the revamped range, the leading flavours which picked up a coveted D&AD of Golden Wonder’s best-selling snack brands, Transform-A- Graphite pencil award. The 75cl bottle is Snack and Ringos, are now available in a range of impulse, shaped like a badger’s head, decorated grab and £1 priced packs. There is also a new addition to the in the familiar black and white stripes, Transform-A-Snack family, a cheese variant, which has been with the nose represented by a corked introduced across all pack sizes in recognition that cheese is neck adorned with a hand-waxed seal. the top-selling flavour in single pack snacks. All of the brands The bottle is presented in a cylindrical are available in £1 priced packs tube depicting the scene of a badger’s www.goldenwonder.com sett, made from untreated craft stock paper. The concept sees the badger emerge from his cosy, leafy sett upon opening the package. Badger’s Collector’s Edition is available to buy from the brewery’s Dorset based shop. www.hall-woodhouse.co.uk
Culinary-inspired cat food GOURMET has unveiled a new packaging design, encompassing a new logo, appealing food visuals and text positioning. With the new packaging design, the brand aims to further differentiate between sub-ranges and flavours, as well as increase premiumisation and stand-out key brand elements. The manufacturer’s research shows there has been an increased purchase intent of 97%, thanks to improved visibility, appeal and perception provided by the new packaging. www.purina.co.uk/cat/gourmet
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READER PROFILE
READER PROFILE
‘IT’S ALL ABOUT QUALITY RELATIONSHIPS’
SHAHID SHEIKH OBE IS A WELL-KNOWN INDUSTRY STALWART WHO HAS BEEN AWARDED FOR MANY ACHIEVEMENTS. WE TALK TO ‘THE PLASTIC MAN’ HIMSELF
How and when did you chairman, sadly passed away in 2014. I, enter the company/industry? Shahid Sheikh OBE, am the Managing I joined the company in 1983 whilst still at Director and Zed Sheikh is the Sales Shahid Sheikh OBE school. I was known as the Plastic Man as Director. Our Leicester facility is the main Managing Director straight after school I used to go straight to branch, however we are looking to add more Clifton Packaging the manufacturing unit and work on the sites as part of our expansion plans in 2018. printing machines until maybe midnight Shahid Sheikh OBE is the Managing Monday to Friday, then all weekend. Tell me a little about the goals and Director of Clifton Packaging Group I have never looked back since then. ethos of the company and how you Ltd, an entrepreneur and Cultural This industry is like a spider’s web: are setting about achieving them... Ambassador to Leicestershire Once you are caught you will stay. Our goals have always been about trying to County Cricket Club. be the first to achieve something new in Shahid was born in Uganda but was What was the origin of the terms of innovation. If you cannot innovate, driven out of the country along with company and when was it started? then you will either end up becoming a his family in 1972 by the then The company was formed in 1981 by the late commodity supplier or, worse still, you will dictator Idi Amin. Shahid and his Khalid Sheikh and Zed Sheikh who at the just become stagnant and ultimately become three brothers set up their own time both used to work for a company called stale. Our history of innovation is clear to see packaging company in 1981 called Cannings. The company was named after the from our website as we have introduced Clifton Packaging Ltd. Married with famous Clifton Suspension Bridge as this many firsts which, unfortunately, as the three children, he lives in Leicester was the favourite area of Khalid Sheikh, packaging manufacturer, the outside world with his family. who used to study at Bristol Polytechnic. never gets to know about you. Take for example, going back as far as 2004, Clifton Is the company family-run, were the first company to introduce quad independent or part of a group? seal resealable bags for the biscuit industry Whereabouts is it based? and Jammie Dodgers were the first biscuits Clifton has always been, and still is, a family- packed in this format and presented in the run business. Khalid Sheikh, the late biscuit aisles. Clifton not only presented this
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READER PROFILE
format but as contract packers and suppliers Tell me about your product range, brand new machine was a Titan SR6 Slitter of food processing and packaging machinery how this has expanded over the and, whereas it used to take us five days to also, we were able to supply everything as a years and what was the original slit films, we were now suddenly slitting the full turnkey project: The packing machinery, product range/service offering? same amount in one day. We had finally the printing of the film on the reel and the Wow! When Clifton started in 1981, we discovered that to continue to progress contract packing of the biscuits. This was started as wholesaler of paper bags and effectively, we had to invest in the latest truly a first of its kind in the UK. Since then plain carrier bags, buying from a cash and technologies. 1989 saw the purchase of the we have launched many award-winning carry filling the boot of our Ford Cortina first Nordmeccanica Solventless laminator in packs into the industry, the latest being the estate car and then selling to shops all over the UK and we had now entered the Worldstar global award-winning Unique London. In 1983, we rented a very small unit lamination market, the rest is a history of beer pouch designed and produced for in Leicester and purchased our first machine continued investments and continued Hopcraft, SAB Miller. which was a one colour printing press on growth, resulting in larger premises, New Also, as a company that employed its first which we used to print carrier bags for the HD printing presses, New and unique pouch full-time sales rep in January 2017, our supermarkets and for the fashion shops. We making machines and even more brand new ethos has always been on building very quickly became specialists supplying to slitters and laminators. At Clifton nothing relationships and not customers. exhibitions based on last minute orders as ever stands still and, with the support of our As a private business, we like to get very what was a small requirement for someone customers, we continue to grow together. We close and personal with our customers and else, was often a big and very valuable order still have some customers with us today who suppliers to the point that we all become for a small company of our size. Then, were there in 1981, with us from the friends. It is easier to grow each other’s gradually we purchased our first four colour beginning. During this whole time, our businesses together when you have that W&H Stack press (although it was probably product range continued to grow and today special friendly relationship rather than have 40yrs old) but we had now progressed from a we are leaders in many fields from HD Flexo a relationship that is based purely on targets. manual operation to an automatic operation. printing, stand up resealable pouch making, Together Everyone Achieves More Success On this press we were now able to print shaped pouches, lidding films, anti bac (TEAMS): The same ethos also applies to our polythene film on the reel in four colours and coated materials, cold seal films, tactile own team whereby everyone is treated with we were now also able to supply pre-made finishes and our latest ovenable range of equal respect and as an extended member of bottom weld bags so we could supply bags to films. We can proudly say that at this the family. Loyalty is, and always will be, the the general food industry. Things continued moment in time we are the only company in key to Clifton’s success. to progress slowly and we purchased a the UK that can manufacture ovenable stand Simon VK eight colour flexo printing press up pouches all from under one roof. Who are your main consumers? which was a huge upgrade to our previous Our customers range from small owner W&H press. However even this machine was Tell us a little about the operators to the large blue chips accounts also probably 40 years old. But each time we company’s evolution? including international customers. For made a purchase, we were able to enter a I think I’ve probably answered most of this Clifton, it is all about the quality of the new field and progress the company. Our question already. However to add to that, relationship and not the quantity of accounts. next purchase was a bag making machine during our growth, we had also added two which could make pillow packs but our first sister companies: Target Packaging,
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READER PROFILE
suppliers of food processing, and Packaging Equipment specialising in VFSS machine, multi head weighers and rotary pouch packing machines. This company was formed 25 years ago and from the early days, where we used to sell very old second hand packaging equipment, we can today proudly boast that we have more thanr 200 installations of VFFS machines alone in the UK. We also have within our group our own contract food packing service and we specialise in packing dry goods for the FMCG sectors, this company was also formed approximately 25 years ago. The amazing thing within our group is that we have no sales people. Yet today our turnover as a group is over £20 million.
Can you tell me about any recent success stories and anything you’ve learned from them that has given you inspiration in other areas? Clifton are an award winning company user. In our industry when the customer driven by innovation and investments being experiences any problem with the machine made continuously. The most recent award or the packaging it is not unusual for the for innovation was the WorldStar unique machinery company to blame the materials award winning HopCraft pouch. or for the packaging company to blame the Inspiration also comes in other forms machinery all in all this does not help the such as the CSR work which we do and customer. Whereas in our case the whole the Charities which we are actively potential offering is from the same group involved in. working with the youth is so our objective is to always resolve any also just as inspiring as we do a lot of issue to the customer’s mentoring programmes. satisfaction/understanding. We also have a very experienced technical team within our Does the company have an company who can talk you through either environmental policy or can you tell machine queries or film queries. me anything about any measures it’s taken to adopt a ‘green approach’? Has the past year been kind to your We have the Environmental Management company? Have you had to make changes System ISO14001:2015. Also we are to respond to changing demands? currently introducing Bio-Degradeable Changes are all part of life. In life it is and Recyclable materials into our called evolution, in our business it is product portfolio. We also have a dedicated called innovation. Time has no mercy team who meet regularly to discuss new on anyone so we have to continue to ideas to implement with regards to the adapt to the changing times and needs Green approach. of our customers. If we don’t, we will just get left behind. What has been your best-selling product/service over the past 12 months, and what products are you excited about for the next 12 months? Our whole approach to our business offerings to our customers across the board is what we offer the best, there is not one single product that can outshine the others this is what makes Clifton so special, however what we are excited about is our latest investments which will be revealed soon and also the New 2nd Generation Anti Bac coated films and our New Ovenable range of products.
Do you offer any support services to aid customers/end-users? We certainly do and this is one of our unique offerings. Through our group company, Target Packaging Systems, we have field service engineers who can be available within 24-48hrs for any issues to do with machines which is critical to an end
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DESIGN FOCUS Design Focus Every issue, our panel of experts dissects the latest packaging designs to hit the shelves. This month, Neil Farmer and Zoe Brimelow look at Natur Boutique’s Moringa Tea package.
FIRST IMPRESSIONS words organic and the brand name Natur ZB: The brand has considered how the What do you think when you first look at the Boutique. For a new product this is important customer will store, dispense and dispose of product? Does it scream luxury, mass market in helping to establish a brand identity and the product, with attention to how ingredients or value for money? customer loyalty. The photographic image of are sourced and flavours created. The brand NF: The pack looks different compared with the tea plant is good, but needed to be on the story and ingredients are premium, yet the many of the tea products on the market. It says front, not the reverse, as mentioned earlier. packaging material reflects a value brand. up-market to me, helped by the image of the ZB: I am unsure which side of the packaging organic tea leaf. Personally I would have liked would be presented at the front of the shelf as IMPROVEMENTS to have seen the photographic image of the tea there are two options – the side featuring a What would you have done differently in the plants on the front of the pack, not the reverse. bold image and brand name or the functional design and manufacturing of the packaging? ZB: On first glance, it was not obvious to me side displaying the flavour and dispenser. NF: As the so called “silent salesman” the what the box contained. I thought that it may visual appeal of any package is always key to contain a candle or a scented item. I feel it FUNCTIONALITY the success of a new product launch. Get this gives the first impression of value for money. What closures/wrapping/ dispensers right and you are a long way on the road to have been used and how do these affect achieving this goal. The Moringa Tea carton is Would it be something that you would the functionality of the packaging? cleverly thought out and designed but without pick up as a result of the packaging? NF: I like the idea of the convenient dispenser having the instant visual appeal. I believe the Or has the packaging not served a purpose? opening flap at the bottom. This is innovative, imagery and colour of the pack could have been NF: Because the carton design is unusual I but its functionality needs to be improved. I more vibrant, with use of brighter colours. This would certainly pick it up to investigate. would have made the opening wider. Top is particularly relevant for the front of the However it just lacks colour and vibrancy. opening of the carton lid was good, as was the carton. The functionality of the tear strip at the ZB: I am a huge fan of tea and love to try new reclosure. The tear strip at the bottom of the bottom of the carton detracts from other flavours, particularly with health benefits, carton was not easy to open, although the positive pack features. Get that right and the however I don’t feel the packaging design individual sachets came out easily after. pack has a better chance of succeeding. promotes the care and attention the brand has ZB: The tea bags are individually wrapped in a ZB: I feel the packaging material would be dedicated to the production of the product. paper envelope to keep them fresh and better suited for a value brand or the brand dispensed from a perforated opening at the should communicate the considered choice of ON-SHELF base of the box. The perforation didn’t tear selecting a lightweight packaging material and How would the product stand out cleanly, leaving ragged edges that diminished the environmental benefits. To stop the compared to its competitors? the appearance of the box. The dispenser packaging from tearing when the dispenser tab NF: As the antithesis of this, the pack could works better if placed higher up so it is easy to is removed, a different style of perforation stand out to some degree because of the take a single tea bag from the box. should be trialled. The wonderful brand story restrained colours and the use of the key words about the care and attention the company takes such as “organic”. The brand’s name, Natur BRAND IDENTITY to source the products and the health benefits Boutique, will also appeal to the Does the packaging on the product should be communicated on the box to help environmentally conscious consumer. adhere enough to the brand’s identity? differentiate from the competition. ZB: The smaller pack size is different to more NF: This is an intriguing brand, probably not too conventual tea packaging. A lot of thought has well known in the UK. Brand identity will be What are the product’s strong points? been given to how the customers will interact crucial for the product to succeed. The NF: It is cleverly thought out and designed with the product. But the design should packaging will help in this respect. The name ZB: The packaging is very easy to recycle. The celebrate the brand story which will help to Natur Boutique has a ring of authenticity to it dispenser feature is a good idea and shows differentiate from the competition. and this appears prominently on the top of the consideration for how the user will store and carton. The healthy qualities of the Moringa use the packaging as well as enjoy the product. Do the graphics/lettering/images serve the tea, as described in the text on the side of the product well in making it different enough? carton, make for interesting and informative What marks would you give it out of 10? NF: The words Moringa Tea on the front of the reading. The ingredients and statutory NF: 6.5 out of 10. pack are strong in capital letters, as are the information appear prominently on the side. ZB: 6 out of 10
PRODUCT BACKGROUND: NEIL FARMER ZOE BRIMELOW Herbal tea expert, Natur Boutique, recently launched a trio of MANAGING DIRECTOR BRAND DIRECTOR single ingredient teas which feature new flavours and NEIL FARMER ASSOCIATES DUO UK benefits from across Asia. The launch has been supported by a campaign highlighting the teas' traditional use, benefits A chartered scientist, Zoe has a strong and taste, and the products are being sold in stores as environmentalist, and marketing background diverse as Holland & Barrett in the UK to TJ Maxx in the author, Neil has more and was the first woman States. Anton Le Khak, Director of Natur Boutique, said the than 34 years’ experience to be invited onto the branding and design of the new packs was key to this. in the packaging industry. board of Duo UK.
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PRODUCT NEWS
New vacuum ejector comes in smaller Accurate colour separations size and offers achieved, from proof to print greater functionality Specifically designed to meet the needs of substrate has changed, GMG OpenColor SMC has refreshed its ZH body ported type the packaging industry, GMG OpenColor immediately calculates a new profile. vacuum ejector so that it is more compact, makes sure CMYK and spot colours print Instead of printing on the machine again lightweight and easy to mount. It also has exactly the way you want them to. and again, the result of changed conditions an improved maximum suction flow rate, GMG's patented OpenColor technology is can now be predicted accurately and with improving its overall effectiveness and unique. It enables accurate proof minimal expenditure. functionality. The pneumatics expert has simulation of the overprinting effects of If a continuous or halftone proof is updated its ZH Series vacuum ejector so it spot colours using special multichannel required, GMG OpenColor can open new is more compact in design, adaptable and profiles. The spectral data calculation possibilities. Apart from checking the color can be used for a wider number of includes printing technologies, media accuracy, GMG OpenColor also makes applications. Offering an improved types and printing order and its results are sure moiré, incorrect trapping settings and maximum suction flow rate, the enhanced so reliable that profile iterations are no other defects will not become the ZH is smaller and up to 74% lighter than longer necessary. Profiles can now be showstopper of the upcoming production the original series, delivering space savings created without a test chart. GMG run. Easily create halftone profiles for the and fewer inert moments when mounted in OpenColor 2.1 now offers a measurement colors you need, be it CMYK or spot colors, mobile applications, such as robot arms. capability for custom patches. Whereas It also comes with four mounting options, previously customers would require a and print high-end halftone proofs in GMG direct, standard bracket, L-bracket and specific test chart to create a color profile, DotProof and FlexoProof that predict the DIN rail, giving customers greater choice GMG OpenColor 2.1 enables the press result with dot-for-dot precision, and flexibility. These modifications make measurement of full-tone patches from a including the screen rulings, angles, dot the ZH suitable for a range of applications print control strip, or even solid patches shape and dot gain. such as packaging, palletising, material and tint patches on the running printed “With GMG OpenColor we are now able to handling, automatic assembly, automatic sheet and to create a profile from the create GMG DotProof profiles with spot transport or pick and place in the semi- captured spectral data, something no colors for special substrates such as foil conductor, electrical, automobile, food and other profiling tool can achieve. or metal very quickly, achieving reliable medical industries. Additional features It is a complete printing press simulator, color matching results,” said Michael include optional silencer and standard even if only CMYK is printed. Guggemos, Head of Reproduction at MCM brackets as well as different coloured Where there is a need to change the colour Nägele GmbH & Co. Digital Repro KG. release buttons for metric or inch types, sequence in an order, if the density or www.gmgcolor.com making the product easy to identify. www.smc.eu
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LAST WORD
THE LAST WORD
THE HUMAN FACTOR
Unlike the products they market, reputation Ethical Tea Partnership. All recognise the value Richard Southon is not something FMCG brands can buy. of showing empathy for human concerns. Managing Director Cultivating a trusted brand name takes time. Fairtrade and organic labelling are perhaps the Communicator In a marketplace overloaded with choice, trust most recognisable standards of sustainability London is the deciding factor when customers choose on UK supermarket shelves. So what happens products for their shopping baskets. when global supply challenges can no longer Knowing that trust matters to customers is meet demand? Creative solutions can present useful, but knowing how to acquire a customers with workable options. Faced with a Richard’s love of painting and reputation that inspires it, is essential. Post- shortage of organic cocoa beans from its long- economics drove him into his truth was last year’s word of the year. Why? term suppliers in the Dominican Republic, chosen career. In the past 15 Because customers are becoming increasingly Green & Black’s recently announced it would sensitised to marketing claims that don’t stack drop the Organic and Fairtrade labels on its years, he has worked on multiple up or connect with authentic human values. new product range. By offering a different but award-winning campaigns for the Social media is all-powerful and shoppers are independently verified sustainability standard, likes of Hovis, Colgate, Palmolive, as tech-savvy as the brands who want their the brand hopes to earn the trust of customers Starbucks and Jack Daniel’s. custom. It has never been easier to find out who still care, but also accept the realities of about dubious supply chains, shrinkflation or global trade. This could have been a marketing unpalatable truths. Customer opinion is catastrophe, but by opening up a dialogue and www.communicatorlondon.com powerful in influencing the brand success. offering customers choice, Green & Black’s Recent successful campaigns from brands that may benefit, rather than suffer from, social enjoy the trust of their customers include media’s power to engage. Kenco’s high profile ‘Coffee-v-Gangs’ New ways to connect online emerge almost campaign, which centred on the tough issue of daily and marketing must keep up. Look at social deprivation and inequality, and ‘Ready Marks and Spencer’s how-to-show-you’re- for More’ from Boots which confronted human playbook. When Aldi and Lidl used a stereotypes of feminism. Unilever’s work on GIF war to characterise M&S as too old ‘Bright Futures’ foregrounded empathy with fashioned to join in, they didn’t just respond the things that really matter to modern with a GIF of their own, they got all the individuals by tackling sustainability which is applause on offer. an issue of pressing concern to everyone on Perhaps that’s what ‘Think Human’ really the planet. Typhoo, has shown it cares about means – don’t tell, just show that you’re worth people on a global scale by joining up with the connecting with.
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