The latest in smart packaging will be discussed at this year’s foodpro in Melbourne by one of Australia’s leading experts on the subject, Anna Di Bello, director APAC Marketing, Digital, Graphics and Smart at SEE.
Di Bello’s presentation – How smart packaging unwraps a new world for consumer brands – will shine a spotlight on how smart packaging is currently using insights to change how we design, make, sell, use, dispose or repurpose packaging, through various digital technologies.
She will explain how SEE is on the fast-track with their own product prismiq – its latest digital packaging brand, and what the company is calling “the future of packaging”.
“Sustainability has become increasingly important in the food and beverage manufacturing sector,” said foodpro product manager, Felicity Parker.
“This year is the first year we have shone a spotlight on sustainable companies. Not only do we have a great range of environmentally conscious exhibitors, we also have a range of top speakers who will be discussing aspects of the topic.”
Current challenges and smart packaging as the way forward
Digitising packaging creates many opportunities to resolve and minimise frustrations, explained Di Bello.
“One of the key functions of printed packaging is to communicate. Brand owners are restricted in how they can use that space, and this can be a major reason for complaints, which include the text. It's too small to read, and that there are multiple languages on the pack, and consumers can’t find the information they need,” she said.
“Many packs take you to a website homepage, with the onus on the consumer to find what they are looking for, if it even exists on the website. Instead, imagine the consumer experience where in that scanning moment, the relevant product information is presented in the local language, and designed to enhance the consumer experience.
Di Bello added that another common consumer complaint about packaging is knowing how to dispose of the packaging correctly.
She said that through smart packaging, brands can educate consumers on how and where to recycle or dispose of the packaging, Smart codes could then help with the identification and sorting stage.
“They could even be hard etched into reusable containers and form part of new reusable packaging business models,” Di Bello continued.
“A third area where connected packaging could address complaints is when there is a quality problem within the supply chain. If the data is connected, then it can cut down the time it takes to identify and resolve quality problems.”
Creating a connected brand experience
SEE’s prismiq suite of services has been put together so their customers can leverage digital printing, smart packaging, custom design, or any combination of the company’s services to create a truly connected brand experience.
“Starting with a considered design brief, we bring together experts from across the globe on creative design, graphic services, engineered solutions, and performance testing, which means that concepts presented will work best for your food applications, and within the capabilities of our packaging, automation and digital technologies,” Di Bello said.
“Our local and international digital printing capabilities accelerates speed to market and provides new opportunities for brand owners.
“By removing the constraints of plate making and set up time that needs to be recovered over longer print runs, digital printing offers brand owners with the ability to better match their packaging needs to the product lifecycle.”
Early in a product lifecycle, Di Bello said many brands purchase packaging as if the product was already at scale.
“Unfortunately, with high failure rates of new products, many brand owners are left with packaging write-offs,” Di Bello continued.
“This also extends to the later stage of the lifecycle when line deletions can mean carrying higher levels of packaging inventory. Digital printing can help right size your order so that brands can free up cash flow.
“Further to the above advantages, with the elimination of printing plates, not only is this more attractive for brands by minimising set up costs, but it also represents a new media for ‘packvertising’ and personalisation with variable image printing.”
According to Di Bello, when it comes to connected packaging, SEE has done the heavy lifting so that customers can fast track the adoption of these technologies, lower the risk and realise the benefits sooner.
“SEE leverages a deep understanding of its customers’ operations so it can design solutions that will minimise potential disruption to their production lines,” she said.
“With SEE, customers could digitise one single product with us, enabling them to build the business case for further investment. That would be very difficult, costly and time consuming to do with many solution providers in the market.”
Unlocking valuable data
Ultimately, Di Bello said that by digitising packaging, brands can unlock valuable data and analytics needed to grow market share, reduce costs and mitigate risks.
“Whether you’re packing food or other consumer goods, a digital identity when powered by a product cloud, can capture and interpret data to drive new outcomes for brand owners, supply chain partners and consumers,” said Di Bello.
“It can also help to identify, trace and track resources as we move towards a circular economy.”
Di Bello will be expanding on this topic in her presentation How smart packaging unwraps a new world for consumer brands on Wednesday 26 July, 1pm, at foodpro’s Smart Food Lounge, sponsored by Schneider Electric.
Foodpro’s operations manager, Luke Norris, added that foodpro has also been working hard on improving its own sustainability regarding the event.
“We have introduced water refill stations, recyclable and compostable food packaging, and a separated bin system to support the removal of unnecessary packaging and resource recovery,” he said. “As our venue partner, the MCEC has also introduced energy and emission reduction initiatives to reduce the environmental impact of our event.”
