VOLUME 14.

7 – 2019

THE OMNICHALLENGE
SMURFIT KAPPA ON HOW E-COMMERCE IS
FORCING FMCG TO RETHINK PACKAGING
HOLYGRAIL • SMART PACKAGING • K2019 • BIOPLASTICS • FLEXIBLES
 VOLUME 14.7 – 2019
Content Team Head of Commercial
Tim Sykes Operations
Elisabeth Skoda Jesse Roberts
Libby White
Victoria Hattersley Head of Sales
Kevin Gambrill
Head of Studio
Gareth Harrey Senior Sales Executive
Dominic Kurkowski
Production Manager
Rob Czerwinski Sales Executive

4 53
Alain Rizk
Advertising Coordinator
Kayleigh Harvey IT Support
Syed Hassan
Executive Assistant
Amber Dawson Audience Development
Executive
Andrew Wood

Packaging Europe Ltd 3 Editorial Elisabeth Skoda

Part of the Rapid News Communications Group 4 Smurfit Kappa Omnichallenges
9 Norwich Business Park, Whiting Road, Norwich, Norfolk, NR4 6DJ, UK 7 Digital watermarking Congratulations to
Sustainability Awards 2019 winner HolyGrail!
Registered Office: Carlton House, Sandpiper Way, 11 Aerosols and sprays Aerosols: Innovation,
Chester Business Park, Chester, CH4 9QE. design and recycling
Company No: 10531302. 15 IK interview Making the case for plastics packaging
Registered in England. VAT Registration No. GB 265 4148 96 19 Bioplastics Bioplastics: Where are we now?
27 Memjet A Game-Changer for Digital Print?
Telephone: +44 (0)1603 885000 31 Smart packaging A glimpse of the future –
developments in smart packaging
Editorial: editor@packagingeurope.com 37 Flexibles Flexible Packaging: Resiliently bending
Studio: production@packagingeurope.com to challenges
Advertising: jr@packagingeurope.com, kg@packagingeurope.com 44 Innovation spotlight Gabriel-Chemie shares
digitalisation and sustainability expertise
Website: packagingeurope.com 46 Sealed Air “We can’t turn our backs on the
tiger in the room”
Facebook: facebook.com/PackagingEurope 50 Innovation spotlight Innovation based
Twitter: twitter.com/PackagingEurope on collaboration
LinkedIn: linkedin.com/company/packaging-europe 53 Food and beverage Food packaging and
YouTube: youtube.com/PackagingEurope changing demographics: Packaging-free versus a
rising expectation for convenience
© Packaging Europe Ltd 2019 61 K Q&A Plastics – the insider perspective
71 Dow Packaging Innovation Awards Inside the
No part of this publication may be reproduced in any form for any world’s top packaging innovations
purpose, other than short sections for the purpose of review, without 79 Innovation spotlight The importance of quality
prior consent of the publisher. and flexibility in glass filling
80 On second thoughts... Practical recyclability is
ISSN 2516-0133 (Print)
the only version of recyclability
ISSN 02516-0141 (Online)

AS
we enter autumn and with it the busy trade show season
including FachPack, Labelexpo and K2019, we have once
again a range of interesting features lined up for you that
discuss some of the industry’s hot topics. I’d like to point you towards
just a few of the highlights.
E-commerce creates a lot of new challenges to work out – also
for CPG brand owners who need to integrate a new supply chain into
their existing production lines and supply chains. Smurfit Kappa’s
Herwin Wichers maps out the demands, complexities and some new
ways in which packaging can rise to the challenge in conversation
with Tim Sykes.
We would like to offer our congratulations to HolyGrail project for
emerging as Overall Winner of the Sustainability Awards 2019. As we
are going to print just before the ceremony, we will feature a full report
in the next edition of the magazine. But we spoke to P&G’s Gian De
Belder (HolyGrail’s project leader) ahead of the announcement about
the potential of digital watermarking, which offers the chance to greatly
increase accuracy of sorting and therefore quality of recycling, but at
the same time to open up lots of other value-adding opportunities for
interactivity with packaging throughout the supply chain.
EDITORIAL | Elisabeth Skoda
Editor
While investigating trends in food and beverage packaging across
different demographics, Libby Munford gains interesting insights into
new initiatives such as packaging-free aisles (fad, or likely to become a
permanent fixture?) and the impact of the rise in ageing populations and
single households globally, which brings with it demand for more single-
portion packaging in order to add functionality and combat food waste.
In a conversation with Dr Isabell Schmidt, managing director of the
German plastics packaging association IK, I gain an insider’s perspec-
tive on the ongoing plastics sustainability debate and a differentiated
view on the amount of packaging needed, using the well-known exam-
ple of cucumbers wrapped in plastics.
Finally, with the topic of plastics, prior to K 2019, I speak to several
industry giants to get their take on the burning issues of the day.
Elisabeth Skoda
Elisabeth Skoda
es@packagingeurope.com
@PackEuropeEli
Packaging Europe | 3 |
OMNICHALLENGES
Smurfit Kappa’s market development director Herwin Wichers primarily focuses on driving e-commerce
business, having previously, as European account director, worked on the top FMCG accounts. He’s
therefore rather uniquely placed to comment on the challenges confronting the consumer goods industry as it
seeks to capitalise on the irresistible rise of the direct-to-consumer channel. Herwin spoke to Tim Sykes
about omnichannel impacts, the new consumer and how packaging can meet changing demands.

AS
e-commerce continues to record double-digit growth
throughout the world, we’re reaching the point at which it
shifts from being a discreet (though significant) niche to a
commercial channel with a hefty impact on the bottom line. This shift in
scale creates challenges for brand owners.
“In terms of their packing lines our FMCG customers are generally not
yet perfectly equipped to go directly into e-commerce,” observed Herwin.
“Their production is still mainly orientated to bricks and mortar, and they
tend to use co-packers to service the e-commerce portion of the market.
“When brand owners are experiencing
growth rates of 25 per cent, inevitably
FMCG businesses are going to have to
bring more of their e-commerce in-house”
At a time when e-commerce was a promising market niche, this was a
financially acceptable situation. However, in a context where certain global
brand owners are experiencing growth rates of 25 per cent, it becomes
more and more of a challenge to operate like this in a financially sound
way. Inevitably, FMCG businesses are going to have to bring more of their
e-commerce in-house. The challenge is that typically their current plants
are not set up for this.”
One of the complexities is that e-commerce packaging functionali-
ties differ profoundly from those serving traditional retail. “There are a
few players within FMCG that are highly focused, such as Nespresso, for
whom there’s a very specific e-commerce market,” commented Herwin.
“But for most brand owners working with everyday products, it’s a chal-
lenge to integrate e-commerce into their full supply chain view.”
Just consider case count. With bricks and mortar retail they are usually
laid out to pack in twelves or sixes, whereas with e-commerce they are
usually packed in units of one or two but this case count is only known at
the moment the consumer places the order.

| 4 | Packaging Europe
 “Moving forward, I expect we will see more and more of the multi-
channel customers developing lines that are able to fulfil both supply
chains,” said Herwin. “The key change needs to happen at the end of the
customer’s packing line. Where today you pack in batches of six or twelve,
you don’t have many options for moving to a lower case count. We expect
to see increasing flexibility in this space. At Smurfit Kappa we conceptual-
ise this as the ‘Pack Hall of the Future’; only at the last stage of the line is
it determined whether the packaging goes down the e-commerce channel,
the standard retailer, the discount retailer channel, etc., with all the associ-
ated packaging requirements.”
In addition, Herwin suggests that FMCG businesses may come to adopt
‘omnipackaging’ solutions such as combined units that can be broken apart.
For instance a 6 x 2 case configuration might serve bricks and mortar chan-
nels, but will be separated into individual units for the e-commerce channel.
It’s worth noting that the market is not homogeneously omnichannel.
“There will always be some pure e-commerce players,” Herwin pointed
out. “For them the challenges are different, namely to keep pace with the
growth of the market. For the dedicated e-commerce players one of the
strategies is to adopt a modular approach, so they can copy/paste solu-
tions to support their growth.”
Consumer expectation
If packing line integration is one headache for FMCGs, another is that the
rules governing e-commerce are shifting under their feet. Market maturation
brings consumer familiarity, which in turn gives rise to concrete expectations.
In other words, at the same time as dealing with fast growing volumes, brand
owners must deal with more exacting demands around the type of packaging
that lands on doormats.
“In the past you could put goods in a brown case that was much too
large with lots of void – and it didn’t matter,” remarked Herwin. Those days
may have been relatively recent, but feel as though they belong to another
era. “People don’t accept large quantities of void fill anymore, especially if
it’s plastic. Sustainability and the perception of too much packaging have
become big drivers, and we’re seeing more and more dedicated solutions
for e-commerce. We helped a leading e-tailer to optimise the dimensions of
their parcel portfolio by applying our insights and tools which subsequently
increased their logistical efficiency and reduced void by over 20 per cent.”
In fact, Smurfit Kappa’s research on e-shopper attitudes has found that 40
per cent demand sustainable packaging in the goods delivered to their home.
The same study – performed on consumers across Europe – reveals that the
digital consumer has grown far more demanding in a range of areas.
Damage is the number one consumer concern. “The trend is towards
expectation of perfect condition almost being a given,” Herwin commented.
“92 per cent of consumers will send a product back if they perceive it to be
damaged, or even refuse to use the same provider again.”
As he sees it, this is symptomatic of a shift toward positive unboxing experi-
ence of the delivered package becoming a satisfier or even a qualifier: “Apple’s
products have set a benchmark for this, but you can create experiences in
e-commerce too. For example, we have worked with a vendor in the Nether-
lands specialising in flower gifting who uses the outer packaging shape, the
pack opening and the printing to create a special moment when the gift arrives.
There are also executions where the product moves toward you as you open it.”
The Enjoy Flowers company also worked with Smurfit Kappa to design
a package to preserve and protect fresh flowers across a long and
complex supply chain. This achieved a 300 per cent sales growth among
online customers.
Another example is a pet food application developed for one of the biggest
players in the pet food market. Smurfit Kappa designed a dispenser pack, which
delivered both convenience and enhanced the brand experience.
“Much of the market has yet to catch up on the experiential and brand-
ing potential of e-commerce,” Herwin suggested. It’s comparable to what
happened when shelf-ready packaging emerged: at first people were just
putting in perforations. Only later did they start to recognise the branding
opportunities. The same process is happening now in e-commerce as
customers begin to realise that e-commerce gives them the chance to
have a more intimate relationship with consumers.”
Indeed, Smurfit Kappa’s research emphasises the importance consum-
ers invest in the graphic and structural design of their e-commerce pack-
ages. Some 56 per cent say that they appreciate a good unboxing experi-
ence. Meanwhile, 63 per cent consider it important that an e-commerce
package is easy to handle and open.
One size fits nothing
This is all unwelcome news for any FMCG companies hoping that integra-
tion of e-commerce into their existing packing facilities will be smooth
and painless. The particular demands of the home-delivery channel is not
conducive to one-size-fits all. The array of variables and options creates
more complexity than a high volume consumer goods business may want
in its supply chain. Do you personalise or version? Fit for size or standard-
ised box sizes? How do you define ‘zero damage’?
“We’re on a journey, working with the supply chain, e-tailers and above
all customers trying to understand specific needs across specific applica-
Packaging Europe | 5 |
tions,” Herwin revealed. “The goal is to achieve that fine balance between
flexibility and harmonisation. This is once again where the ‘Pack Hall of the
Future’ can come into play, where the primary formats are standardised,
but channel-specific solutions and differentiation are executed at the
secondary packaging stage.”
Another pillar of Smurfit Kappa’s strategy is to help clarify for custom-
ers the choices they face. “We can use facts and figures to transparently
show them the options,” Herwin commented. “It’s up to us to provide new
insights, tools and algorithms for customers that help them to choose the
right solutions.”
This is why the business has poured resources into collecting consumer
data. Such efforts will soon be augmented by the opening of a new User Expe-
rience Lab in the Smurfit Kappa Global Experience Centre at Schiphol that will
study how consumers and other users of packaging respond to handling and
opening packages. Smurfit Kappa has also developed specific tools to refine
e-commerce design and decision-making: e-Pack Expert, Perfect Parcel Size
and other tools that sit within the Smurfit Kappa eSmart process, which guides
customers through 12 optimisation areas across e-retail processes, supply
chain and consumer experience.
What’s next?
Gazing beyond the horizon of the challenges of this initial adaptation to a
mature omnichannel environment, what does the future hold for e-com-
| 6 | Packaging Europe
merce packaging? There is no shortage of predictions, some of them
resembling science fiction.
“The thing we know is that it’s forever changing, and changing very fast,”
said Herwin. “Three years ago people would have looked at you strangely if
you’d predicted Amazon’s Frustration Free Packaging. Similarly, few people
expected we would see so much branding. ‘Focus on the last mile’ is going
to remain a big trend, and driverless delivery is likely to be part of this con-
versation. It isn’t sustainable business-wise or environmentally to have three
vans arriving at your house on the same day. So we can envisage that there
will be some reliance on AI, and interaction with the packaging will help.”
With packaging waste high on the agenda, there are also visions of a
CPG ecosystem reliant on reusable and refillable packaging.
“With reusable systems, such as Loop, the first question I would ask is:
‘What’s the return rate?’ With corrugated, certainly in western Europe, we can
be relatively assured that it will be recycled. With other schemes there’s often
still a lot of material that leaves the cycle. Perhaps you can combine the best
of both worlds, by introducing reuse in paper-based formats. There is already
extensive reuse of corrugated boxes in the cut flower market.
“What we do know is that whatever happens, packaging will be an essen-
tial component and enabler of e-commerce. The landscape is sure to throw
up new surprises and challenges that the value chain will have to respond to,
and Smurfit Kappa will leverage its design expertise and market knowledge to
be at the forefront in providing solutions.”
CONGRATULATIONS TO
SUSTAINABILITY AWARDS
2019 WINNER HOLYGRAIL!
On 25th September at the Sustainability Awards ceremony in Nürnberg
the HolyGrail project claimed the award for ‘Driving the Circular Economy’
and also took the accolade of Sustainability Awards 2019 Overall Winner.

This magazine went to press on the eve of the Sustainability Awards 2019 ceremony.
We’ll bring a full report of this year’s event and outcomes in the next month’s edition.

O
nce packaging is designed for circularity, the collection challenge and
consumer participation are solved, high quality sorting is crucial to
increase the current poor recycling rates. Through improved sorting,
the quality and quantities of recycled materials will be greatly increased,
thereby helping the transition to a circular economy as more and better
recyclate can enter the marketplace. As reported last year in Packaging
Europe, the HolyGrail Pioneer Project (run by participants in the New Plastics
Economy, and led by Procter and Gamble’s Gian De Belder) is investigat-
ing the potential role of both digital watermarking and chemical tracers in
improving accuracy of recycling. Basic proof-of-concept has been estab-
lished (P.R.I.S.M. for chemical tracers in 2018 and Filigrade and Digimarc
for digital watermarks in 2019).
Gian De Belder spoke to Packaging Europe about the initiative (before
we had announced the identity of the winners). “By making the packs
more intelligent through digital watermarks, an add-on module linked to
existing sorting equipment can read these ‘barcodes’ for recycling and can
do a more effective job,” he said. “This includes jobs that are not possible
today, like making a distinction between food and non-food packs, sorting
efficiently all coloured packs including blacks, proper sorting of full-body
shrink sleeved bottles, proper identification of recyclable vs compostable
packaging, efficient sorting of multi-layers and many more. The great thing
about digital watermarks is that one technology can be used along the full
lifecycle of a pack: from packing lines through to improved sorting at mate-
rial recovery facilities and recyclers.”
Major progress has been made in the digital watermark technology,
where codes that are invisible to the human eye are integrated in either
printed materials or directly into a mould. In addition to its huge potential for

Packaging Europe | 7 |
circularity, digital watermarking has great potential to bring disruption into
other fields. It effectively facilitates smart, interactive packaging, providing
added functionality beyond circularity across the value chain, for inventory
management at filllers, anti-counterfeit checks in stores and fast check-
outs at retailers (making 2D barcodes and QR codes redundant). In terms
of consumer engagement, mobile phones can now easily read a package,
Gian De Belder
| 8 | Packaging Europe
adding features such as transparency, coupons, how to use/dose a product,
etc. According to HolyGrail, major retailers Wegmans and Walmart in the USA
and others in Europe are signing up for this technology.
“The current low EU recycling rates are mainly related to lack of infrastruc-
ture/collection schemes and participation of consumers, next to inefficient
sorting,” Gian De Belder observed. “We wanted to bring solutions for the
latter. During our first Open House (a key focus has been EU associations)
we had many people joining us during the proof-of-concept trials and each
of these associations truly embrace the technology. Next steps have been
identified and we hope to soon bring it into a (test) market to further learn and
prepare for full roll out.”
A logical next step for HolyGrail will be to upscale from an R&D test line to
a (semi-)industrial line, after which roll-out of this technology can take place.
On the broader sustainability challenges facing packaged goods, Gian com-
mented: “We need to work solutions that offer benefits in both LCA metrics and
recyclability profile, as the ultimate goal is to become fully circular. We need to
speak all the same language, and here harmonisation of all aspects – especially
recyclability definitions – is crucial. We need to move away from opinion-based
assessments and create scientific-based assessments. Note the great work
currently being performed by Recyclass, which should create a level playing-
field for all!
“Clearly, sustainability in packaging needs to be achieved by many stakehold-
ers acting together, not by someone with a silver bullet. Thinking about the wider
picture, what areas of innovation or action would you like to see across the value
chain in the coming years to meet the demands of nature and society? I am a
true believer in cross-value chain collaborations as no single company can solve
these challenges on their own. HolyGrail is a perfect example of this.”
Gian De Belder also served as a member of the Sustainability Awards
2019 judging panel. Consistent with the competition rules governing potential
conflicts of interest, he recused himself from voting or commenting on the
HolyGrail submission.
| 10 | Packaging Europe
AEROSOLS:
INNOVATION, DESIGN
AND RECYCLING
EUROPE’S AEROSOL INDUSTRY: AT A GLANCE
• More than 5.7 billion of the 16 billion units produced globally were made in Europe in 2017 (a new record high, according to reported filings)
• The UK, Germany and France account for more than 60 per cent of annual European aerosol production
• Aerosol containers are primarily made of steel and aluminium, with glass and plastic containers remaining marginal
• Cosmetics and household products represent more than three-quarters of European production (personal care 56.6 per cent, household 20.7
per cent, others 22.7 per cent)
Taken from the FEA Statistics report 2017

PLASTIC AEROSOLS ON THE RISE

W
hen the average consumer thinks of aerosol cans, they probably
think of aluminium or steel – and it’s definitely the case that
metals still make up the largest percentage of overall produc-
tion. We’re all pretty well-versed by now in the environmental benefits
of metals. They are permanent materials that can be infinitely recycled
without any loss of quality. Empty aerosols can then be safely recycled
alongside other metal packaging. Simple, yes?
But it’s also the case that an increasing number of aerosols today are made
from plastics, and this percentage is expected to rise. It’s also worth bearing
in mind that while metal is certainly endlessly recyclable the actual carbon
footprint needed to produce it is higher than plastics – something that should
be taken into account when we are looking at overall life cycle analysis.
“Plastic aerosols are becoming increasingly popular for several rea-
sons,” says Nadine DeBauche, business development manager, Strategic

Packaging Europe | 11 |
Initiatives, Graham Packaging. “They will not rust on the bottom like metal
spray cans and they are warmer to the touch. When exposed to high heat,
pressurised metal aerosols can also be hazardous if not vented properly.”
According to Ms DeBauche, plastics can also allow for greater flexibility
in design, which helps to address the demand for more portable products.
“As the population ages, consumers are looking for products that have more
ergonomic appeal and are easier to use. Our plastic aerosol solution allows
us to produce container shapes that provide better ergonomics and more
attractive designs than is possible with metal. Our new champagne-base,
single-piece bottle has garnered a significant amount of shelf appeal. This
container has also been beneficial from a cost perspective since the manu-
facturing process is reduced to one piece.”
Building the circular economy
The current Aerosol Dispenser Directive (ADD) was written in 1975, at a
time when only brittle plastics were available, meaning they were treated
in the same way as coated glass containers. The market has moved on
since then, and PET is now an increasingly viable aerosol material. In
2020, an updated ADD could allow plastic aerosols beyond the current
220ml restriction in Europe. This would greatly expand their market
IS THE FUTURE AIR-POWERED?
I
t’s long been considered common knowledge that aerosols – as in the
sprays themselves, rather than the container – can be damaging to the
environment. I don’t need to give a history lesson here – the industry’s
voluntary move away from CFCs to alternative propellants such as liquid
flammable gases in 1989 is well known – but even so, it could be said
that many of the propellants in use today are still damaging.
Some have argued that air-powered aerosols, as opposed to the use
of liquids, are ‘the future of sustainability’. One such company is Nether-
lands-based Airopack, which is an innovator in the area of air-powered
solutions – indeed, it advocates for a ban on liquid propellants altogether,
as well as the use of aerosols in-house.
“Airopack is not really an aerosol at all as it contains no harmful propellants
but only pure air,” says Olivier Overweg, executive vice-president, sales, at
Airopack. “In fact, I would opt for rephrasing to ‘air-powered pressurised con-
tainers’.” In addition to the sustainability benefits, he explains that some of the
other advantages of such a solution include: “Transparency of the bottle with
less risk of flammability; pressure control device to ensure smooth, uninter-
rupted flow and giving complete evacuation.”
What are we breathing in?
Aside from environmental concerns, there are also the health implications. As
consumers become more aware of the ingredients in their products, they are
demanding alternatives to propellants using potentially harmful ingredients.
“We need to show the big picture on both carbon footprint and direct health
threats when using packaging materials,” says Mr Overweg. “Not only the pack-
aging material itself but also what happens when you dispense or spray. What is
the impact on health when dispensing or spraying?”
| 12 | Packaging Europe
reach, so if it comes to pass the amendment would be a significant
development for companies such as Graham.
It is owing to this potential growth in the volume of plastic aerosol pack-
ages that in 2018 Petcore Europe founded, along with the FEA, the Plastic
Aerosol Recycling Special Industry Group (SiG). Its aim is to enhance the
value and sustainable growth of the PET value chain in Europe as well as
growing the volume of recycled PET.
Among other things, this is a conscious effort on the part of the industry
to address one of the biggest challenges of using plastic aerosols – the
low recycling rates and the negative perceptions of the material this elicits.
In part, according to Petcore, this comes down to a focus on the design of
the valve area to avoid any contamination (e.g. metal) to the PET recycling
stream. This is an issue that still needs some exploration by the SiG.
Alain D’Haese, Secretary General of FEA, the European Aerosol Federation,
highlights that several valve companies are already developing PET valves.
“If we want to be serious about plastic recycling,” he says, “there is a need
to establish a constructive dialogue within the PET value chain. The aerosol
industry is already well-advanced on the recycling of metal aerosols. Obviously,
there is more work to do for the plastic stream because the topic is more recent.
I think this is an opportunity to provide a good story on plastics.”
No ‘single fit-for-all solution’
One thing we have learned when it comes to packaging is that there is no
‘perfect’ solution – and while the above may make it seem as though air-
powered aerosols are the clear choice, it is, alas, not so simple.
“Technically, air is an aerosol propellant like any other,” says Alain D’Haese,
Secretary General of FEA. “It will be a compressed gas (like nitrogen or carbon
dioxide) not a liquefied gas. However, in some aerosol products it is not yet
technically or economically possible to replace the liquefied propellant whilst
retaining product performance. Other options also exist to improve products.
I do not think there is and will be a single fit-for-all solution to make aerosol
dispensers more sustainable.”
In short, while there is great potential for air-powered aerosols this
does not mean that we can dispense with more traditional propellants
altogether. But the industry is more conscious than ever of the need to
mitigate their impact.
SUSTAINABLE INNOVATION: TUBEX
U
nilever’s Dove Men & Care recently received the German
Packaging Prize 2019 in the ‘economic efficiency’ category.
The can, manufactured by German company Tubex, uses a
new patented alloy for slugs – a joint development between Tubex
and slug supplier Neuman Aluminium. According to the company,
the advantage of this patented slug’s design is that it is ready to
use real postconsumer recycled scrap – up to 25 per cent and
more which it says is of ‘real significance’.
Another achievement of this new can is the weight reduc-
tion – up to 20 per cent less than the previous standard can.
Tubex achieved this by reducing the wall thickness and slightly
modifying the shape of the shoulder.
But reduction of the wall thickness in turn creates its own
problem: it makes the cans more susceptible to dents during
packing and transport. To minimise this, Tubex has invested in
a new packing technique, layer wide packaging, through which
the cans are placed on pallets by robots instead of being packed
in bundles.
“The real advantage of this packing is that 15 per cent more
cans fit onto the pallet and fifteen per cent more pallets fit onto
a truck,” says managing director Leo Werdich. “This also means
fifteen per cent less warehouse space / pallets are needed.”
DESIGN SPOTLIGHT: BALL PACKAGING
R
eaching the consumer through on-shelf differentiation is
a constant challenge for brand owners. Add to this the
increased consumer demand for sustainable solutions,
combined with functionality and personalisation, and it’s clear
to see this puts an awful lot of pressure on aerosol manufac-
turers to come up with ever-more innovative solutions.
One big design story of the past year was Ball Packaging’s
360° can, which pairs graphics expertise with innovative shap-
ing in order to be visually engaging from every angle. “360°
brings can design to the next level, as varied shaping is avail-
able around the entire circumference of the can,” says Jason
Galley, global director Innovations and Business Development.
“Artwork oriented to the recessed area complements the shap-
ing and allows for dynamic detail. For brands that embrace a
clean and simple aesthetic, this new dimension can add drama
without clutter.”
There are also ergonomic benefits. The shaped recessed
area can be designed in such a way that it provides easy grip
– a feature that is useful for products where slippage can be
a usability concern.
| 14 | Packaging Europe
WHAT DOES
‘SUSTAINABLE’ MEAN
FOR AEROSOLS?
IN
the midst of the ongoing climate crisis, the
word ‘sustainable’ is used so often that
sometimes it can seem to lose all mean-
ing – and it can mean different things to different
people, depending on their priorities or which part of
the value chain they operate in. We asked our various
interviewees what the word means to them within their
own segment.
Olivier Overweg, Airopack:
It means being as transparent as you can be. Show
customers and consumers the real ‘end-to-end’ com-
parison of the carbon footprint. For instance: what is
the comparison of energy needed to recycle aluminium,
plastics or metal?
Alain D’Haese, FEA:
The concept focuses on meeting the needs of the pre-
sent without compromising the ability of future genera-
tions to meet their needs. Life-Cycle Assessment is the
only tool to make relevant environmental assessments,
but it is complex and costly, and the results depend
on the data which are used and assumptions which
are included. Aerosol packaging is only a part of the
product impact.
Nadine DeBauche, Graham Packaging:
Graham has committed to the New Plastics Economy
Global Commitment for all plastic packaging to be
reused or recycled by 2025. In addition, we’re currently
focused on three primary goals that directly impact our
customers: increasing post-consumer resin content in
our bottles, improving recyclability in all categories and
decreasing our carbon footprint.
Jason Galley, Ball Packaging:
Public debate often focuses on the first-time produc-
tion of aluminium, plastic or other packaging materials.
This is outdated, linear economy thinking and neglects,
for example, the 95 per cent energy savings that are
achieved through the recycling of aluminium. Ball’s
development of ReAL®, the world’s first lighter weight
aluminium aerosol can, expresses our commitment to
innovation and sustainability.
MAKING THE CASE FOR
PLASTICS PACKAGING
It has been a challenging period for the plastics packaging industry with
difficult market conditions and the ongoing ‘war on plastics’ having an
effect. On the eve of K 20019, Elisabeth Skoda catches up with Dr
Isabell Schmidt, managing director at the IK Industrievereinigung
Kunststoffverpackungen e.V., the German association for plastics
packaging and films, and finds out how the situation looks from the
perspective of the German plastics packaging industry.
T
he recent years have brought a lot of change and more stringent
regulations for the plastics packaging industry both in Germany and
across the EU. We ask Dr Schmidt how this has affected IK members.
Are they well prepared for the coming changes?
“The German Packaging Law and its quotas mainly affects packaging manu-
facturers that bring packs into circulation, who now have to register with a cen-
tralised authority. Our members are mostly affected by the German Packaging
Law’s paragraph 21, which requires packaging design for recycling, recyclability
as well as the use of recyclates and renewable materials,” she explains.
Recyclability is of course a big topic in the industry. IK has been working
on this over the last three years, and there is now healthy competition on
the market. Many manufacturers who previously manufactured products
that were considered to not be recyclable now offer alternatives, for exam-
ple for composite layer films.
“However, recyclability comes with disadvantages for converters, such as
additional cost, additional thickness and the question of whether a material
will run on a particular machine. The companies buying the films at the end
of the day decide what prevails in the market,” Dr Schmidt adds.
Recyclability vs plastics reduction
Plastics have been on the receiving end of some bad press in recent
years, but the attempt to avoid plastics has sometimes come at the detri-
ment of recyclability, as Dr Schmidt explains.
“In politics, there is a desire for a more circular economy, i.e. better
recyclability and higher recycling quotas as well the use of more recyclate in
packaging. But there is a trend that goes in the opposite, and in my opinion,
wrong, direction. There are now several fiber-plastics composites available
on the market, such as trays for minced meat. The consumer is supposed to
separate the plastic and fiber parts, but this isn’t always possible, or if it is,
does not always happen. In addition, that type of packaging is often heavier,
which is also questionable from a carbon footprint perspective.”
She identifies a kneejerk ‘anti-plastic’ sentiment due to negative press
as the cause of this.
Isabell
Schmidt
“The German government has a five-step plan, which includes more recy-
cling and the use of less plastic. Less plastic seems to be an easier sell than
recyclability. The effect of paragraph 21 of the packaging law seems not to be
strong enough to counterbalance this. A desire for less or no plastic has taken
over and this sends out the wrong signal and actually isn’t of any benefit to
the environment.”
IK has been working hard to highlight the benefits of plastics packaging
and to debunk some of the most common myths, and their work is starting
to show an effect.
“We have noticed that reporting is becoming more differentiated. I recently
saw a report in the FAZ (Frankfurter Allgemeine Zeitung) headlined ‘That’s how
good plastics is’, and even the German tabloid Bild had a front page explaining
that a cotton bag emitted 313 times more CO2 than a plastic bag. Perception
within the media is beginning to change. Perception by the general public can
still be described as negative, so the tide has not turned yet,” Dr Schmidt says.
Better quality recyclate
The European Strategy for Plastics has set a target to use ten million tonnes
of recycled plastics in the EU by 2025. This includes all plastics, not just
packaging. In this context, IK has set itself the ambitious aim to reuse one
million tonnes of plastic packaging.
“We see potential especially in the area of industrial packaging, as there are
obviously restrictions on recyclate allowed for food contact,” Dr Schmidt says.
There are several challenges to overcome, as she points out.
“Hurdles are recyclate quality and quality fluctuations – one batch might fulfil
the necessary criteria, and the next one won’t. Managing that is a big challenge.
More has to happen in the recycling sector to address this, as packaging appli-
cations are more demanding than construction or the agricultural sector. Colour
and smell also play a big role. There are procedures available to improve this,
but this means extra effort and cost, which doesn’t improve the CO2 balance,
and increases the recyclate price.”
The difference in price between recyclate and virgin material is a big issue,
and Dr Schmidt thinks the ability to influence that would be beneficial.
Packaging Europe | 15 |

“There are discussions in Germany about taxing CO2 emissions. Doing this
across various industries would have the advantage of reducing the price differ-
ence between recyclate and virgin materials. In Germany, recyclers also often
have to pay the renewable energy levy as they use a lot of energy. Balancing
this would be an important first step. Marking products as containing recyclate
could also help, so that consumers can easily recognise it as the more environ-
mentally friendly choice. Binding recycling quotas should be treated with care. It
involves a lot of bureaucratic effort, and there is a danger that recyclates will be
diverted to applications within the quota, so it is a questionable method.”
Eco design guidelines
The public generally has a vague concept of what good eco design means.
When asked, one person might highlight recyclability, the other the CO2
balance, and a third one may talk about organic produce.
“We were keen to focus on thinking deeper with regards to eco design –
what is it and what is involved? It cannot be narrowed down to just one thing.
Our eco design guideline shows the entire bandwidth and helps to integrate
eco design into packaging development. This means thinking about a strategy,
starting from company goals and brand image. Companies have to think about
what is most important to them, whether it’s CO2, recyclability or resource
efficiency. Based on that they can formulate concrete goals for packaging and
measure them in terms that are relevant to them, for example material use,
Co2 and recyclability. With our check lists and toolbox, we are not reinventing
the wheel but we are guiding users round existing tools,” says Dr Schmidt.
The ‘unpackaged’ trend
In recent months, an increasing number of supermarkets and grocery stores
have started to offer their products with little or no packaging. What does a
plastics packaging association think of this?
“I think that on principle it is a positive thing that shops are thinking
about this and using their creativity, and it makes consumers think about
“Wrapping cucumbers in plastics
prolongs shelf life and prevents
food waste, but during the summer,
when it is sourced locally, this may
not be necessary.”
their habits. It makes them aware that packaging design starts a lot earlier
in the supply chain and makes them think about what distribution method
is good for what product. Our IK guideline also states that. For example,
toothpaste doesn’t necessarily have to be delivered in the shape of paste,
it could also be presented in the shape of tablets,” Dr Schmidt points out.
She is keen to highlight that it makes sense to package as little as possi-
ble but enough to avoid product waste. This varies for different products and
situations. She uses the classic example of a cucumber wrapped in plastics
to illustrate.
“Wrapping cucumbers in plastic prolongs shelf life and saves food waste,
especially in the winter months, when it is imported from Spain. However,
during the summer, when the cucumber is sourced locally, maybe it is not
necessary to wrap it in plastics, and an unpackaged cucumber is best.”
It is important to package smart, and it depends on the product as to
what packaging is best, Dr Schmidt adds.
“With beef, its carbon footprint is so high that it is worth avoiding even
the smallest bit of waste with packaging. Making sustainability just about
‘no plastics’ doesn’t work. That is oversimplifying things too much. However,
in my experience, owners of these ‘unpackaged’ shops think a lot about
sustainability in the supply chain; the problem sometimes lies with their
customers and ‘followers’ who lack that differentiated view. Plastics can
often be considered taboo in the industry, but they don’t have a problem with
single-use glass despite its carbon footprint being higher.”
She highlights the importance of differentiated thinking and using
packaging in a smart way.
“I would like the sustainability debate to be less ideologically tinted and
more open to different arguments. This can then create innovation that thinks
outside the box, such as toothpaste in tablet shape. It’s also important to
promote breadth and regional products. It’s important to advise consumers to
buy products that make sense for them – best to buy something maybe a bit
more heavily packaged when it can reduce food waste.”
Packaging Europe | 17 |
| 18 | Packaging Europe
BIOPLASTICS:
WHERE ARE WE NOW?
Innovation in bioplastics development continues
apace, but there is still much to be done and many
challenges to be overcome if we are to see their
more widespread adoption. We heard from three
different voices from the industry – Stefano Facco
from Novamont, Caine Folkes-Miller from Floreon
and Anantshree Chaturvedi from FlexFilms Inc. – to
gain their insights into the state of the industry and
where it is headed.
T
he conversation around bioplastics is a complex one, and there are
varying opinions as to their merits and drawbacks. They have been
around on the market for over 20 years but their high cost and
relatively low commercial value has in the past meant they have been
considered low-volume, niche materials.
But the market statistics suggest that the tide may be slowly but surely
turning. According to the most recent data released by European Bioplas-
tics in collaboration with the nova-Institute, global production capacities of
bioplastics have been predicted to grow from around 2.11 million tonnes in
2018 to approximately 2.62 million tonnes by 2023.
“The market is indeed growing in a healthy way,” says Stefano Facco,
new business development director at Novamont. “Bioplastics have well
demonstrated worldwide their benefit when organic recycling is adopted.
Packaging Europe | 19 |
| 20 | Packaging Europe
New recycling schemes, including such polymers, are evolving in paral-
lel to the increase in our production capacity. There are already many
products on the market, and new developments in the area of high barrier
bio-polymers will further help to grow the market.”
‘Significant opportunities’
Some of these new developments hold great potential. There are several
recycling options currently under evaluation, including chemical recycling
and the development of monomaterial solutions. Organic recycling is also
an option in certain product categories – particularly that contaminated by
food residues. A challenge here is to develop compostable solutions that
can meet the stringent demands of the food sector, such as compostable
high barrier films that can perform in the same way as traditional plastics.
“Given the direction taken by European legislation, and given the ben-
efits already demonstrated, food packaging could be one of the sectors
in which bioplastics will increase significantly,” says Mr Facco. “Indeed,
according to several studies, the replacement of some types of food
packaging with compostable solutions would bring benefits in terms of
better management of food waste within both large-scale distribution and
domestic environment. Moreover, it will help to reduce landfilling, improv-
ing the quality of organic waste collected, thus allowing the production of
high-quality compost.”
Home composting solutions for flexible films are a particular area of
focus, as they are difficult to recycle, have a limited resale value and often
contain food residues. “Composting your films either at home or via food
waste collection and recycling your rigid higher value packaging would
be a compelling and relatively quick to implement solution,” says Caine
Folkes-Miller, commercial director at UK-based Florean. “The same could
be said for fast food packaging which by nature is going to be contami-
nated with food waste. If these could be disposed of to composting via the
same stream it would provide significant opportunities.”
“Certainly, the increase of composting plants, the improvement of
existing technologies, and the introduction of new innovative recyclable
technologies will play a fundamental role in simplifying the growth of the
sector and allow it to reach maturity,” adds Mr Facco. That being said, it
should not be seen as a case of either / or when it comes to recycling and
composting – rather using the most appropriate end-of-life pathway for
each product.
Barriers to adoption
But despite the above, there are still several factors slowing down wide-
spread adoption of bioplastics. One of the biggest of these relates to the
regulatory climate across Europe. Stefano Facco argues that at European
level it is vital to provide for a harmonisation of the legislative framework,
reduce duplication and fragmentation, and encourage investments in line
with an industrial policy in the sector.
“For example, the Single-Use Plastics Directive tried to give an answer
to an important problem: marine litter. It should be noted that marine litter
(plastics or other materials) comes from land. Thus, if we do not address
the waste on land, strengthening a proper waste management system, we
Packaging Europe | 21 |
will not solve the issue of marine litter. In this context, compostable materi-
als represent one of the possible solutions for specific plastic applications,
which today are not collected with plastic waste or are not recycled for
technical or economic reasons. Unfortunately, this directive is missing a
holistic approach with the risk of stopping innovation and solutions.”
And some, in fact, still argue that bioplastics are less sustainable than
building a better recycling model for existing materials. “That is why the
EU is thinking to go the mono-material/polyolefin route as these materi-
als can be recycled into garden furniture, decking, and flower pots readily
after their use in flexible packaging,” says Anantshree Chaturvedi, vice-
chairman & CEO, FlexFilms Inc. – the global manufacturing arm of India’s
Uflex. In his opinion, bioplastics will likely become more cost-effective after
substantial investments from major chemical companies, but this is at
least a decade from today.
“Uflex has been working on an alternative aerobic bio-degradation material
for sustainability purposes. This would then meet the best of both worlds in
acceptance and sustainability.”
There is also the question of supply and demand – until the latter increases,
investment in the former cannot reach the levels the industry would need
to see to ensure sustainable economic growth. “There is a need for more
suppliers with greater capacity,” says Caine Folkes-Miller. “For this to happen
there needs to be a concerted effort to commit to the use of bioplastics in key
areas where it makes the most sense (flexible packaging, fast food containers
Stefano Facco
| 22 | Packaging Europe
and accessories). This would drive down costs and accelerate research and
development which would see the packaging market in a very different place
5-10 years from now.”
According to Mr Chaturvedi, for this to happen the industry also needs to
find the correct balance between functionality and cost-effectiveness. “The
heavy investment into R&D by biopolymer companies into low-cost routes of
bio-monomer production will give the greatest return in the next decade. Some
further bioplastics will emerge with unique properties. Bioplastics need to match
the functional and barrier properties of the fossil plastics without exceeding a
15-20 per cent mark-up. This will then start finding a place in the multi-layer
plastic segment.”
Bioplastics vs fossil-based?
With all the highly charged conversations around fossil-based plastics and
their alternatives, it can be hard to get a clear picture. And in fact, seeing
it as a case of ‘either/or’ when it comes to fossil-based or bioplastics may
not be helpful. While it is clear that end-of-life infrastructure and industrial
scale need to develop further, we should not ignore the fact that other
materials, such as glass and wood, are very energy-intensive to produce.
However, to fully utilise the benefits of bioplastics, recycling waste streams
need to be developed. Caine Folkes-Miller points out that the technology
already exists to recycle materials such as PLA back to food grade material,
but food waste collection also needs to be developed.
Anantshree Chaturvedi
 “A big concern is bioplastics being unnecessarily caught up in the
backlash on plastics and some of the knee jerk reactions in terms of regulatory
approaches, specifically around single-use plastics,” says Caine Folkes-Miller.
“Increasing the use of carton board, glass and wood has a very negative impact
on energy consumption and carbon footprint. Plastic has been so successful
due to its resource efficiency. Now it’s time to consider that bioplastics provide a
really great opportunity to have the best of both worlds – resource efficiency and
performance of fossil-based plastics but from renewable low carbon sources.
“The key message is that we should not view the answer as bioplastics
vs fossil plastics. We need to think of how best to optimise the use of both
which is the only realistic answer to the challenges faced by the packaging
industry today.”
Building a circular economy
When we consider the circular economy strategies in fossil-based plastics, there
seems to be a growing consensus that we need to move towards monopolymer
solutions that can be more easily recycled. We might envisage for example
that simplification of the market and the collection / recycling infrastructure
could have winners (polyolefins) and losers (polystyrene) when it comes to
fossil-based plastics. But do these kinds of dynamics have any impact on the
bioplastics landscape?
“These dynamics could certainly have impacts and could even create
new case studies of cooperation between recyclable plastics and the
| 24 | Packaging Europe
compostable bioplastics sector, as has been demonstrated by ongoing
studies carried out for the production of compostable bioplastics starting
from monomers derived from plastics recycling and combined with bio-
based building blocks,” says Stefano Facco. “Furthermore, the bioplastic
sector could even have interest in depolymerisation technologies to further
increase environmental sustainability and reduce the use of raw materials
in the logic of a circular bio-based economy.”
Novamont believes the circular bioeconomy could be one solution to our
present climate crisis. “This model is based on the construction of bioec-
onomy infrastructures with integrated agricultural value chains and on the
development of innovative products designed as opportunities to find solu-
tions to problems affecting environment and society. A long-term strategy
is essential to redesign the entire system, but in the short term, we need
to rethink the products, their use and their disposal from a circular and
eco-design perspective.”
Lastly, some have pointed out that as a growing industrial sector, bio-
plastics could provide future European employment growth. They could, for
example, make a contribution to rural development by providing income in
areas that might otherwise decline economically. But while Europe is making
strides when it come so R&D and the scaling-up of biomass production, it
does need to step up the transformation of research knowledge to industrial
applications if we are to reach the necessary economies of scale for produc-
tion and conversion.
Caine Folkes-Miller
 As the digitally printed
packaging market hesitates
to go fully mainstream, a
potentially disruptive option
for market entry has been
quietly establishing itself.
Tim Sykes visited Memjet’s
San Diego headquarters to
learn about its low cost /
high quality proposition.

A GAME-CHANGER
FOR DIGITAL PRINT?
F
or the uninitiated, Memjet’s unique technology is based on pioneer-
ing work by Australian Kai Silverbrook, who essentially reimagined
the digital printhead with a nozzle density and head width that far
surpassed everything else on the market. Memjet’s core technology is
characterised by low equipment and running costs, small drop sizes for
optimised ink usage, and up to 5x redundancy for low intervention.
Having launched its VersaPass aqueous dye-based, single-pass digital print
system in 2009, the DuraLink modular print system with pigment ink in 2017,
and a next-generation system with a newly designed thermal inkjet head –
DuraFlex – ahead of this year’s LabelExpo Europe, Memjet now has a portfolio
that can support a wide range of packaging and labelling requirements, includ-
ing the ability to stitch together multiple printheads for wide formats. Helping
to power affordable, simple but powerful entry-level press systems with speed
and quality as an alternative to large investments in complex equipment, the
company views itself as at the forefront of developments that will drive the
future of digital label printing.
Bigger than we imagine
For Donald Allred (Memjet’s VP Packaging, business development) digital
print is all about switching perspective from a cost game to a value game.
“The supply chain efficiencies associated with digital printing (just in
time production, reducing stock, eliminating the need for plates) is some-
thing everyone knows,” he told Packaging Europe. “What I think really gets
these early adopters excited isn’t the savings they can make, but how
much additional revenue they can generate by adding value. For a long
time, many printing businesses have focused on slimming down costs
to carve out a bit of extra profit. For me the exciting thing is to challenge
them to shift mindset and think about how much money they can make.”
The two packaging market drivers that support the case for a more
bullish attitude are the irresistible growth of e-commerce, on one hand,
and promotional activities within bricks-and-mortar retail on the other.
“With all the data they collect, brands know who they are selling to,
enabling them to customise and to market additional services,” Donald
remarked. “E-commerce fulfilment businesses can get a premium for
“There’s very little data capture around
what’s happening in e-commerce
fulfilment, and I’m not sure anyone
really knows the volume of digital
printing that’s going on there”

Packaging Europe | 27 |
 Memjet’s new DuraFlex printhead
being able to add branding and promotion on white boxes. Customers with
big ambitions for e-commerce growth will see it as a no-brainer to do this
if it costs 25 cents a box and the product sells for 100 dollars.”
Within the arms race of traditional, in-store retail he sees ever growing pres-
sure to run regular promotions: “If brand managers are aggressive about their
sales, they’ll be proactive in doing whatever they can to drive them. Everyone
likes to have a five-year plan but sometimes you have to react in six months –
this pressure is going to drive demand for digital print.”
Naturally, some printers embrace the paradigm shift away from margins to
adding value, along with its connotations, more readily than others. However,
Memjet believes that the modest investment implications of a press powered by
one of its printheads – the capital outlay could be as low as $125,000 – makes
it much easier to enter the market and learn how to leverage the opportuni-
ties of digital print.
In fact, Donald suspects the transformation may be more advanced
than the industry has realised. The inroads made by digital print may be
bigger than we imagine.
“The statistics don’t necessarily reflect the true extent, since to my
knowledge most of the data we have derives from the promotional applica-
tions – the mass versioning – which tends to be handled by the traditional
converters,” he said. “On the other hand, there’s very little data capture
around what’s happening in e-commerce fulfilment, and I’m not sure anyone
really knows the volume of digital printing that’s going on there. What I do
know is that a lot of our printheads are going into these applications.”
Into the marketplace
As the technology gradually penetrates these markets, Memjet’s strategy is
characterised by flexibility toward commercial models – following the prin-
ciple that ‘we don’t make money unless the customer makes money’. The
leaders of the business are also palpably excited by the partnerships with
OEMs who apply Memjet technology to fulfil revolutionary new capabilities.
For instance, France-based MGI Digital Technology applied a Memjet
DuraLink inkjet printhead, ink and modules to create the AlphaJET B1 Inkjet
Printing and Embellishment Press: a five-colour digital printing system that
offers decorative special effects such as 2D/3D UV dimensional textures and
variable embossed foil. It’s a solution that consolidates usually disconnected
operational workflows such as primer coating, printing and embellishment
into what is essentially an all-in-one industrial print factory.
“MGI is a great example of how our technology is enabling other people
to go out and use their imaginations,” commented Donald Allred. “Our print-
| 28 | Packaging Europe
DuraFlex print module
head is easy to integrate, meaning the companies we deal with don’t have
to be printing experts. What they need is a vision of a customer requirement
that needs to be met.”
He continued: “I’m a big believer in applying technology in the spot where
it’s most suited. To me this suggests there will be a lot of hybrid applications –
whether that is a multi-function printing-coating solution, or adding die-cutting,
or some analogue printing systems. And for e-commerce there’s a great
opportunity to combine digital printing with automated fit-to-size box makers.”
Sales cycles are lengthy but we are now beginning to see years of R&D and
business development come to fruition, with more and more Memjet applica-
tions in the marketplace. At this year’s LabelExpo, for instance, Memjet partners
included UPG, Rigoli, Lemorau, VIP Color, Printing Innovation, Astro Machine
Corp, New Solution, Afinia Label, and PCMC.
The next generation
LabelExpo was also the first showcase for DuraFlex, the latest advance in
Memjet’s technology – a modular, single-pass print solution. This is claimed
to combine Memjet’s generic USPs of speed, simplicity and affordability with
enhanced durability, A4 and A3 plus widths that can be stitched up to 1.2
metres, in a four-color printhead, a high-speed data path and modules that
control all printhead functions. Together, these features are intended to extend to
OEMs the resources to create affordable benchtop, mini-press and entry-level
presses capable of quality and speed previously not available in these types
of solutions. With 1600 x 1600 dpi and built-in nozzle redundancy, DuraFlex
is claimed to deliver market-leading print quality at print speeds up to 46 m/min.
DuraFlex is conceived as a resource that fits strategically alongside its
existing VersaPass and DuraLink platforms, adding a pigment ink solution
to the dye ink solutions provided by VersaPass. Memjet believes that thanks
to this addition, it now possesses the technological range to power any type
of digital printer in the market.
“By simplifying the development process for our OEMs and offering
outstanding image quality as well as performance, DuraFlex solves OEMs’
most pressing challenge: getting affordable printing solutions to market
faster without sacrificing the quality and speed users demand in these
rapidly evolving print markets,” commented Kim Beswick, general man-
ager of Memjet’s benchtop and mini-press division.
In a packaging marketplace that has appeared perfectly shaped for
digital print but has so often proved sceptical about ROI, these are bold
claims – and Memjet’s promise of affordable agility is a potential game-
changer. We should very much watch this space.
A GLIMPSE OF THE FUTURE –
DEVELOPMENTS IN SMART PACKAGING
MARKET POTENTIAL
• Between US$5 trillion and US$10 trillion worth of consumables are sold globally each year and the vast majority of them are packaged in some
way, generating a packaging market of US$424 billion. Smart packaging therefore has the potential to create value and to disrupt traditional
business models.
• The global market for smart packaging is currently estimated at $5.3 billion and growing at CAGR of 8% for a projected value of $7.8 billion
by 2021.
• When ranking industries on a scale for stages of market adoption, ranging from introduction to growth and maturity, pharmaceutical smart
packaging is in the lead, followed by liquors and spirits, cosmetics and food, with industrial products furthest away from maturity.
Sources: Smithers Pira and Deloitte

UNLOCKING THE POWER OF QR CODES

C
onnected packaging has emerged as a way for food and beverage
producers to connect with consumers, and solutions like scannable
QR codes can turn physical packs into interactive tools.
Aseptic packaging and system provider SIG researched QR code usage
around the world. The company asked consumers in Brazil, Europe and China
how they use and perceive QR codes on smartphone-enabled packaging.
China is leading the way
SIG first asked consumers how often they currently scan QR codes. In
Brazil and Europe, usage rates were similar with just seven and eight per
cent of consumers, respectively, scanning QR codes several times a week.
In China, however, this figure rose to 50 per cent. This not only shows that
QR codes are far more established in China but also that brands in Brazil
and Europe could do more to promote their value to consumers.
“Consumers in both these markets scored QR codes highly for being
innovative, useful and easy to use, as well as important for product peace
of mind. But many also cited a lack of awareness as a major hurdle to
scanning more often. To reach the high engagement levels seen in China,
brands in Brazil and Europe therefore need to provide clearer information
on what consumers stand to gain with connected packaging,” comments
Ayed Katrangi, SIG’s senior product manager automation and digitalization.
Trust and transparency
By using fraud-proof printing technologies, QR codes can offer a viable
way to increase product trust and transparency. In Brazil and Europe,
SIG found consumers are particularly interested in production and expiry
dates, as they want to learn about a product’s journey and quality. In
China, meanwhile, confirmation of product authenticity is key with 94 per
cent of consumers believing this is essential for product peace of mind.
“Connected packaging enables the collection of real-time data through-
out the product journey – from sourcing, processing, filling, quality checks
and logistics, right up to the supermarket shelf,” says Katrangi. “All this
data can be linked to each individual package, so relevant and transparent
information is always available to consumers.”

Packaging Europe | 31 |
Scanning for the right reasons
For brands using QR codes on packaging, knowing the right consumer incen-
tives is crucial. In all surveyed markets, instant free gifts – closely followed by
cash back – is seen as the most important trigger to scan a QR code.
In China, scanning QR codes for financial gain is already a well-estab-
lished practice. In fact, 65 per cent of consumers here think it’s the most
important reason to scan – more important than peace of mind, shopping
assistance, information or entertainment.
Entertainment equals engagement
With QR codes, consumers can access a wealth of interactive content with
their smartphones, which can make a brand and its products seem more
attractive. In Brazil and Europe, video content, including TV shows, movies
and animations, is seen as the most appealing entertainment form for 56
and 40 per cent of consumers respectively.
In China, however, consumers are more interested in accessing online
gaming with 59 per cent of consumers rating this as their preferred
NFC AND CONNECTED PACKAGING
P
ackaging that interacts with smartphones has enjoyed great popularity
in countries like China, but uptake in Europe and the US was slow, and
the lack of engaging experiences and the need to download different
apps to access functionality were roadblocks. NFC (Near Frequency Com-
munication) becoming more widely available is beginning to change this.
“When Apple introduced support for their NFC framework, brands began
to sit up and take notice. They are now increasingly willing to commit to
NFC deployments at scale because of the business benefits it offers. These
include new purchase insights, access to previously unavailable consumer
data, and more effective consumer engagement which leads to increased
brand loyalty,” says Cameron Worth, CEO and founder at SharpEnd – The
Agency of Things ™.
Changing consumer behaviours have also played a key role in this
shift. Connected solutions have become a seamless part of the consumer
experience, he adds.
entertainment. In addition, consumers also want to broadcast their product
interactions on social media, highlighting how they are looking to share
and discuss brand experiences. On-pack entertainment emerges as a
proven gateway for consumer engagement.
Enhanced shopping experiences
In addition to entertainment, QR codes can also facilitate more convenient
shopping experiences. In Brazil (72 per cent) and Europe (41 per cent),
consumers want to know the physical locations where they can purchase the
relevant product. In Brazil, 75 per cent are ready to scan QR codes regularly
to access online shopping assistance. In China, consumers are also interested
in knowing where to buy a product, but the majority want to be taken directly
to the product company’s website to shop via quick links.
“In all markets, it’s apparent that consumers are ready to switch to
brands that offer more convenient online shopping assistance and options.
QR codes provide an ideal platform for these enhanced experiences,” Mr
Katrangi says.
“Consumers are increasingly familiar with NFC technology, thanks to
it becoming an intrinsic part of the familiar ecosystem people use every
day, such as transport, access control, Apple Pay etc. As the technol-
ogy continues its journey to mainstream awareness and usage, it’s a
no-brainer for brands to look at how it can be incorporated into their
products. Therefore, we should expect to see NFC and wider connected
solutions become commonplace, and, in particular, more brands facilitat-
ing two-way conversations with their target consumers built around insights,
data and personalisation.
Learning about wine with a tap
A cooperation between SharpEnd, Guala Closures and Californian wine
brand Böen gives consumers instant access to information about the wine
they are purchasing by tapping the bottle’s cap with their smartphone with
e-WAK®, described as Guala Closures’ first NFC-integrated aluminium clo-
sure for wine. Böen deployed the technology on its wine bottles, harness-
ing the power of NFC.
“Companies should think carefully about the technology they are using.
The starting point should not be ‘what can I do with this technology?’, but
‘how will this technology enhance the consumer experience’? A clear pur-
pose is beneficial to avoid technology for the sake of it,” Mr Worth points out.
It was this approach led to the creation of the ‘tap-the-cap’, app-less
format with the aim to offer consumers a frictionless experience. It gives
direct access to an interactive farmhouse that provides services relevant to
every stage of the consumer journey. This demonstrates the possibilities of
focusing on IoT as a creative challenge, rather than a technical problem.
Mr Worth concludes: “There is increasing consumer demand for connected
packaging across a range of technologies. We know from experience that
brands who leverage connected packaging to drive engagement can learn more
about what their consumers want and keep up with emerging trends.”
Packaging Europe | 33 |
FORENSIC COUNTERFEIT-PROOF FEATURE FOR PHARMA LABELS
A
cooperation between Schreiner MediPharm and Applied DNA
Sciences harnesses the potential of DNA to offer a new forensic
authentication feature for pharmaceutical labels. DNA markers are
deemed to be impossible to counterfeit and are recognised as forensic
authentication evidence in courts of law. SigNature® DNA is a high-secu-
rity feature based on DNA markers.
DNA molecular tags belong to the category of covert authentication
features. They are based on uniquely modified, encrypted DNA sequences.
Various multi-level methods to verify the covert authentication feature along
PROLONGING SHELF LIFE AND ELIMINATING ODOURS
| 34 | Packaging Europe
the supply chain are available to informed experts: Beacon® technology, for
instance, enables fast, reliable on-site verification by means of a decryptant
liquid and a UV lamp. Specialised mobile devices may be used to authenti-
cate the SigNature® DNA molecular tags as well. An extensive, forensic DNA
analysis by a laboratory provides results that qualify as admissible evidence
in courts of law.
Using conventional printing techniques, Schreiner MediPharm says it is
able to flexibly and invisibly integrates this high-security technology from
Applied DNA Sciences into existing label designs.
S
IAD, an Italian chemical group, has developed a solution to address
the issue of unpleasant odours in fresh food packaging which some-
times occur even if there is nothing wrong with the food.
Aroma+ is set to solve the issue that can occur due to volatile and organic
compounds of the food without changing the taste of the actual food product.
A university study explored the benefits with regards to sensory and microbio-
logical properties for sausages.
“We use natural aromas on a liquid base that we combine with the
appropriate gas mixture for the MAP of the food. Rosemary aroma was used
within the sausage packaging to address the issue of browning and smells of
rancid fat and blood. Using the rosemary aroma with antioxidant properties,
the original colour was retained until the end of the shelf life, and fat oxidation
was reduced,” explains Rhoman Rossi, a member of SIAD’s marketing team.
Aroma+ was also tested for other fresh foods, such as fresh pasta and
chicken, and the results showed a reduction in unpleasant odours until the
end of shelf life.

FLEXIBLE PACKAGING:
RESILIENTLY BENDING
TO CHALLENGES
Guido Aufdemkamp, executive director of the
Flexible Packaging Europe association, delves
into the European flexible packaging sector
with overarching expert insight, alongside wider
context from the US branch, with Alison Keane,
president and CEO of the Flexible Packaging
Association. Libby White reports.
Alison Keane
F
lexible Packaging Europe’s (FPE) core activity is representing the
European flexible packaging industry at a European level and on the
international stage. FPE deals with a wide range of issues relevant to
the flexible packaging industry, most notably food contact, sustainability
and environmental issues. The Flexible Packaging Association (FPA) is the
US association of the manufacturers of flexible packaging; and material or
equipment suppliers to the industry.
What is flexible packaging?
Flexible packaging is produced from paper, plastic, film, aluminium foil, or
any combination of those materials, and includes bags, pouches, labels,
liners, sachets, lids, wraps, rollstock, and other flexible products.
Packaging Europe | 37 |
 Guido Aufdemkamp explains further, “Flexible packaging means pack-
aging structures which are not rigid and bend easily. They are produced
from a wide variety of substrate materials in the form of film or foil. This
includes polymers films, paper and aluminium foil used either separately
(single-layer structure) or in combination by adhesive- or extrusion-lami-
nation (multilayer structure).”
He shares the latest market figures. Total annual production from Europe
last year exceeded €15.6bn, of which 78 per cent was accounted for from
western Europe, with 22 per cent coming from eastern Europe. The region
remains the most significant exporter with approximately 10 per cent of its
production consumed outside Europe. Forecasts expect growth to continue,
with sales achieving €16bn in Europe, while global consumption is predicted
to reach nearly US$113bn (€100 billion) by 2023.
Indeed, according to Alison Keane flexible packaging continues to be
the fastest growing segment of the packaging industry worldwide.
She says, “In the US, it is second only to corrugated cardboard. Our big-
gest segment continues to be food, which accounts for half of our packag-
ing end-use market. Every category of the food segment except tobacco
is projected for growth. Trends have to do with sustainability – moving to
recyclable and compostable packaging and bio-based materials. Digital
printing is also a trend.”
Back in Europe, Guido Aufdemkamp points to pet food, ready meals and
convenience products, as well as pharmaceuticals and health products ben- Guido Aufdemkamp
efiting from healthy growth.
“Stand-up pouches will continue to grow at an upper single digit growth
rate, especially within baby food, healthy snacks, dog and cat treats and “Flexible packaging is very resource
all kind of snacks. Portionability will become more important among the
confectionery and snack categories,” Guido Aufdemkamp shares. “This
efficient as it uses a very small amount
means smaller and/or multiple packs, but also reclosable and resealable of material to achieve the requested
packaging with the latter also important for the dairy categories.”
functionalities. […] However, this is
Challenging public perception rarely recognised because the very small
Flexible packaging faces challenges to prove compliance with the continu-
ously evolving requirements of the relevant regulation on food safety (food amount of material contained in the pack
contact regulation). Alongside this, an understandably pressing challenge
in today’s climate of focus is to ensure flexible packaging supports a
is generally less easy to recycle.”
circular economy.
Guido Aufdemkamp goes so far as to say that it is just as vital that flexible
packaging is perceived as such by the stakeholders. He argues, “Flexible
packaging is very resource efficient as it uses a very small amount of material Circular economy
to achieve the requested functionalities, and its overall environmental impact is The FPE takes sustainability seriously, Guido Aufdemkamp underlines.
limited, generally lower than alternative packaging solutions. He explains, “To further enhance the performance of flexible packaging
“However, this is rarely recognised because the very small amount of mate- in the circular economy, with the improvement of its recyclability, FPE initi-
rial contained in the pack is generally less easy to recycle and, today, recycla- ated the CEFLEX project and its members have been actively supporting
bility is the key driver of the public perception for packaging sustainability.” since its creation, together with other stakeholders of the entire flexible
The strong anti-plastic rhetoric today, coupled with an overriding ideology packaging value chain.”
that recycling equals sustainability, amounts to a simplistic approach to a The objective is to increase collection, sorting and recycling of flexible
worldwide problem that may have a detrimental effect on flexibles. Alison packaging across Europe and to develop end-markets for recycled materi-
Keane sums up however that flexible packaging has holistic sustainability als. This will be achieved by combining optimised packaging design and
attributes, pointing towards the bigger picture. improved infrastructures for post-consumer collection and treatment.

Packaging Europe | 39 |
| 40 | Packaging Europe
 In parallel, FPE continues to explain and educate on the resource efficiency
benefits of flexible packaging, considering the holistic picture. “For that, we
have developed a comprehensive online information package with facts and
figures targeting the people working in the fields of flexible packaging and
products packed in flexible packaging but also the general public,” shares
Guido Aufdemkamp.
Alison Keane adds that many of their members are part of the Ellen McArthur
Foundation (EMF) and the Alliance to End Plastic Waste, working on infrastruc-
ture and solutions to plastic pollution, mainly from Asian countries.
She states, “According to the Ocean Conservancy, 60 per cent of the global
marine debris originates from five countries in Asia. EMF reports that 82 per
cent of plastic global marine debris comes from Asia, whereas by comparison
only 2 per cent comes from the US and Europe combined.”
End of life is a vital element the association supports. They are heav-
ily involved in research and development with members on end-of-life
management, including mechanical recycling, chemical recycling, use of
post-consumer content and recyclable/compostable/biobased alternatives.
Continuous innovation
The flexible packaging industry continues to innovate with new struc-
tures and new features, either to provide improved functionalities (e.g.
longer shelf life or better convenience) or to serve the same purpose with
reduced resources.
The key trends of the market today, says Guido Aufdempkamp, “include
for example flexible packaging with re-closable and re-sealable features,
providing the end consumers with new services and helping them to
reduce the risks of food waste.”
The winners of the FPA Flexible Packaging Achievement awards 2019
point to some standout innovation in the field this year. Check out the
accompanying case studies highlighted alongside this article to learn how
the industry is innovating.
Why flexible?
It must be emphasised that the main purpose of packaging is to contain and
protect the product, enabling the proper and safe delivery to the final user,
whilst also to reduce the risks of food waste and the associated environmen-
tal and economic burdens.
Flexible packaging perfectly fulfils this, enthuses Guido Aufdemkamp –
and, he argues, often in more resource efficient ways than alternative pack-
aging types solutions, even with low recycling rates, underlining: “Today’s
efforts to optimise its end of life, with proper collection and improved sort-
ing and recycling, will only further increase its sustainability and relevance.”
Flexible packaging also has a plethora of holistic sustainability benefits,
such as light weighting/source reduction; transportation efficiency; high
product to package ratios; and its reduction in water usage, greenhouse
gas emissions, and fossil fuel consumption.
Alison Keane concludes, “We continue to forecast good growth over
the next five years, despite the ‘anti-plastic’ sentiment, given the overall
sustainability of this packaging type and its ability to fight food insecurity
and food waste.”
Packaging Europe | 41 |
 CASE STUDY ONE
The FPA Flexible Packaging Achievement awards 2019 went to Molson Coors’
12 Pack Cooler Bag which creates a fresh take on the ubiquitous beer carton.
The new flexible bag delivers portable convenience with a pouch that expands
into a larger, reusable bag that provides additional convenience features. This
innovative package features easy-carry handles and can go directly into the
refrigerator or cooler. The film’s sturdy, high performance structure allows con-
sumers to reuse the bag. Reusability provides brand benefits to communicate
benefits and quality to brand-loyal consumers over and over again.

CASE STUDY TWO

Harney & Sons desired a flexible pouch with luxurious graphics that would protect the
aroma and flavour of their fine teas while supporting their environmental values. TC Trans-
continental Packaging, in collaboration with Charter NEX Films, Inc. and The Dow Chemical
Company, achieved all of Harney & Sons’ key criteria of excellent shelf appeal, shelf life,
and recyclability. This pouch is the first commercial example of a package which contains
EVOH, for oxygen barrier, and moisture barrier properties in a format which is 100 per cent
recyclable for in-store drop-off.

CASE STUDY THREE

A flexible peanut bag made of certified compostable materials was developed for arenas
and stadiums to help sports teams, venues, and leagues achieve the next level of landfill
waste diversion by eliminating a pesky food scrap contaminant. The chief benefit of the
new bag is that it reduces the amount of labour previously devoted to the manual sorting
of materials collected during clean-up after games. The economic benefit is the lowering
of overall waste management costs for the venue. The environmental benefits of this pack-
age centre around the use of renewable resources and its easy inclusion into the venue
managed composting programme.
Packaging Europe | 43 |
GABRIEL-CHEMIE SHARES DIGITALISATION
AND SUSTAINABILITY EXPERTISE
The Gabriel-Chemie Group will once again be present at K2019 in Hall 5, Booth B40, sharing a new booth
design as well as numerous new, innovative solutions and product demonstrations. The main topics up for
discussion are digitalisation and sustainability.
B
ack in 2018, at Fakuma, Gabriel-Chemie launched its custom devel-
oped platform Master Of Batch™ which penetrated the digital and
networked world. In addition, the Smart Search Tool was launched last
year with Master Of Colours. This year the solution will be complemented with
the extension of Master Of Additives.
Disruptive development
Gabriel-Chemie has launched a new product line called Taggent Technology
Series (TagTec). Offered in addition to predefined application modules, as a
customised solution for specific requirements, the solution is aimed at providing
plastic parts with an individual DNA, a signature for identity like a fingerprint.
This combination is useful for all stages of a product cycle – from man-
ufacturing, quality management, the supply chain or the circular economy
of raw materials to the end of a product life – every single step, from
production to distribution, is traceable. The product authentication and any
security concerns are ensured by appropriate markers or ‘taggants’.
An overview of the basic functionality of the TagTec series and a selection of
different application options, even with a demonstration sorting system on the
stand, is presented by Gabriel-Chemie in Düsseldorf together with its partners
ALPLA and Wittmann Battenfeld (hall 15, booth C06).
New COLOUR VISION No.20
An integral part of the Gabriel-Chemie autumn presentations is the colour
concept COLOUR VISION no. 20.
The topics focus on Sustainability and Spirituality. Both motives are more
present than ever and unite the promotion of actual principles of responsible
use and also the considerate handling of resources, as well as the careful
and conscious handling of oneself and one’s surroundings.
The associated colours and materials of the COLOUR VISION Sustain-
ability range follow these principles and showcase dry colour and surface
impressions. These were realised on the basis of PCR and PIR polymers.
Furthermore, new additives have been used which, among other fea-
tures, enable detectability in the recycling stream. The colour spectrum of
the Spirituality COLOUR VISION ranges from an intense and vibrant red to
a marble effect elaboration in magical blue shades.
| 44 | Packaging Europe
Near-infrared detection in the recycling stream
The already mentioned detectability in the recycling stream refers to a
professional solution for near-infrared-detectable and sortable thermoplas-
tic masterbatch colours.
The masterbatch is made by using special pigment formulations which
enable the correspondent sorting and recycling, is food contact approved
and even laser markable. It can be extruded, blown or moulded by injection,
compression, etc.
Laser-markable reinforces sustainable values
A laser additive masterbatch enables the contact-free, permanent mark-
ing, labelling and decoration of plastic parts without using any printing ink
or solvents. A marking can be made on soft, coarse, stepped and curved
surfaces and is abrasion-resistant, resistant to chemicals and lightfast.
The use of laser additive masterbatch makes it possible to create custom-
ised designs and personalised markings and is perfectly suited to complex
and rapidly changing layouts, making it the most sustainable alternative to
all conventional methods of customisation.
Therefore Gabriel-Chemie continues to build on its close cooperation with
beLaser® and will demonstrate the partnership at the K in the form of a
separate laser area.
Sustainability strategy throughout the group
As a second-generation owner-managed family business, Gabriel-
Chemie is today one of Europe’s leading masterbatch producers after
almost 70 years of existence. A long-term and, above all, sustainable
strategy is therefore a priority that focuses on delivering high quality
and innovation.
Sustainability has been a strong focus for Gabriel-Chemie in recent
years. Responsibility and awareness of resource-processes pave the way
for the group into the future. The upcoming generations in the family busi-
ness are also adding their voice to the drive for sustainability.
In addition to the NIR detectable product range, the group-wide initiatives
also include PCR masterbatches, Corporate Social Responsibility, awareness,
circular economy and recycling, brand identity & personality.
Packaging Europe | 45 |
“WE CAN’T TURN OUR BACKS
ON THE TIGER IN THE ROOM”
How do we solve the circular economy challenge at the same time as providing food to a
growing global population amid increasing pressure on resources and the climate? Ed
Roberts, Sealed Air sustainability director for EMEA, talks to Packaging Europe’s Tim Sykes.
Ed Roberts

TS: Faced by horrific facts about both climate change and the penetration
of plastics to the most remote corners of the planet, how can our industry
act, and how do we prioritise?
ER: Studies such as The Economist’s 2017 global survey on resources
are highlighting significant, present challenges with natural, physical and
labour resources. Over the last 18 months there has been an unprec-
edented (and justified) focus on the problem of plastic in the environment.
But in terms of efficient use of resources, there has been significant
progress. If you look at food packaging, something with a thickness of 200
microns a couple of decades ago might be 20 microns today. Alongside
this there are reductions in the footprint of transportation and refrigeration
thanks to things like vacuum packs, improved cube efficiency and reduced
weight. At the same time, these thinner, lighter packaging materials have
significantly cut food waste over many years.
Today’s drive toward materials like mono-polyethylene as a means to address
the plastic waste crisis may reduce those efficiencies around food waste and
energy usage. We’re faced with a really difficult trichotomy of packaging reduc-
tion and efficiency, food waste and packaging waste in the environment.
The alarming effects of climate change are visible now. Greenland alone
is losing 260 billion tonnes of ice sheet every year – which is both indica-
tive of climate change and in turn accelerating it. I see climate change as
the tiger in the room. There’s a danger that we’ll turn our back on it while
we deal with the important but much less critical issue of plastic waste.
We must of course address both, but there’s a real risk of taking steps on
plastics that are detrimental to our efforts to cut carbon emissions.
To give you an illustration, just over a year ago we worked with a Euro-
pean retailer to move from MAP to vacuum skin pack for their chicken por-
tions. This saved 1.9 million kg of CO2 and around 340 tonnes of combined
food and packaging waste – in one product line alone. It’s arguable that the
skin pack was less recyclable. However, without making that change we’d
have failed to achieve these carbon savings.
TS: Do you think the world is starting to take a more nuanced view after
an annus horribilis for plastics?
ER: There has been a certain amount of rebalancing to recognise that ‘tiger in
the room’ but there is still a lot of pressure on plastics – quite rightly, but still

| 46 | Packaging Europe
with the risk of unintended consequences. EPR on virgin plastic is not going
away, and this will impact food prices and lower-income consumers. There’s
also a consensus forming around replacing multi-layer, highly efficient barrier
packaging solutions with less efficient alternatives.
Societal focus is on how to solve problems using our existing model, when
perhaps we should be thinking about how innovations such as chemical
recycling could integrate those complex films into the circular economy. I
don’t think any of the companies in this space, such as Sealed Air or Amcor or
Bemis, increased the complexity of structures with crosslinking, adding PVDC,
using different materials, just for the sake of it. Many years of R&D have been
driven by the need to reduce weight, improve barrier functions, cut food waste
and make it easier to automate – that is, addressing all of those key resource
efficiency challenges.
TS: How do you translate this nuanced understanding of a complex set of
challenges to the concrete offerings you put before your customers?
ER: Obviously, you have to avoid making generalisations about what is
right and wrong. For instance, there’s an upper limit to the gains you get
from extending shelf life: is there a financial or environmental benefit in
doubling the shelf life of beef to 56 days? There’s no blanket answer to
these questions.
Over the last decade we’ve put a lot of work into sustainability mapping to
give a more complete picture of the impacts of the various packaging decisions
that can be made. Within this we have identified 13 metrics – nine environmen-
tal (e.g. greenhouse gas emissions, food waste) and four social (e.g. inclusion).
Our customers are asked to specify their primary, secondary and tertiary
priorities from these. For instance, retailers always see food waste as highly
important but rarely put water consumption at the top of their list. Major carriers
will be likely to specify jet fuel and carbon emissions as high priority.
TS: Is there scope beyond this to educate brand owners and retailers
when they aren’t seeing the wider picture?
ER: These businesses have already figured out what they need to do; it’s
not my job to tell them what their goals are. We take this data and match a
packaging system to what they want to achieve.
However, we do try to quantify each of the 13 metrics. So as part of that
mix, we point out relative positive and negative impacts and the inevitable
trade-offs involved in most decisions we make. Particularly over the last couple
of years we have also had lots of conversations where we remind people about
the wider contexts: issues such as climate change and legislative proposals.
It’s our responsibility where we have expertise to help everybody in that col-
laborative supply chain.
Packaging Europe | 47 |
TS: Speaking of collaboration, what is Sealed Air’s vision of how it should materials; this can also be complicated, and there are some companies that
participate in efforts to solve the big sustainability problems? may be cautious about using PCR at the moment because they’re uncertain
about safety.
ER: Wider collaboration is of course essential. If you picture a model of the value
chain, a retailer has very little contact with a resin supplier; we as converters TS: The challenges around sustainability go beyond innovation…
are furthest from the waste management sector. As a start, everyone should
talk to the stakeholders on either side of the supply chain (for us that’s the raw ER: Yes, it’s a complex set of challenges and it’s obvious that there’s no
material producers and the food processors) and branch out from there. Beyond silver bullet and you can’t leap a canyon in two bounds. However, there’s an
that, cross-industry collaborations are invaluable. We’re involved in the Ellen obvious progression we need to make. We need to evolve beyond the status
MacArthur Foundation and CEFLEX. We are also working collaboratively with quo, step by step, and work with the market to shift towards new solutions.
organisations like MRFF (on separating different polymers after waste collection) There are all sorts of things to bear in mind aside from the attributes of
and The Chemical Recycling Alliance (on alternative recycling methods). the pack itself. To take the example of the vacuum-packed chicken portions,
making a transition like that means asking a food processor to change their
TS: What are Sealed Air’s specific goals in sustainability, and how are they equipment from MAP to vacuum, which could be a costly investment. They
driving your R&D? need to be very confident that vacuum packaging is the sustainable answer
if they are going to make it – so perhaps we need to think about different
ER: The Sealed Air Sustainability & Plastics Pledge commits to making business models and financing methods, such as leasing. Maybe the financial
products 100 per cent recyclable or reusable, with an average recycled sector has a role to play too. With a new packaging system, what are the line
content of 50 per cent recycled content (60 per cent of which will be post- speed and reliability implications? Another consideration is consumer percep-
consumer), by 2025. What we won’t do is compromise on other metrics, tions. For instance, pork goes a slightly unattractive grey colour in vacuum
such as carbon emissions, in order to meet these pledges. packaging: will shoppers accept this?
It’s a significant challenge, complicated by lack of infrastructure. When you So, yes, there’s no silver bullet – rather we need to fire lots of little silver
consider the 80 per cent of the market based on easier to recycle monopo- coloured bullets.
lymers, it has been estimated that meeting the objectives of the UK Plastics
Pact will require building ten new recycling plants for rigid plastics alone.
We have set ourselves targets that are equally stringent to other parts of the
industry while working with more complex substrates. Shifting to mono PE
and throwing in a bit of EVOH may not work in many of these applications, for
a number of reasons.
We have reorganised our R&D operations and now have just under a half
working on this circular economy area using a range of approaches. The
other half of our R&D team focuses on further improving the functionality of
films. Obviously, the two sides speak to each other so they aren’t shooting
themselves in the foot. We’re fighting a battle on two fronts – with a growing
global population putting pressure on resources, and if consumers in northern
Europe want to eat strawberries in December these challenges aren’t going
to go away.
In terms of the circular economy, our efforts are focused around four key
areas. First, what the packaging is made from: post-consumer resin (which
presents quality challenges, as mechanically recycled PCR deteriorates over
time) or plant-based resin (which raises ethical questions around deforestation,
etc.). The second area of focus is meeting external demands on packaging –
reducing materials, maximising food safety, minimising food waste, functionali-
ties such as shelf-display properties, easy opening, microwavability, etc.
Thirdly, how do we make the packaging recyclable – through existing
mechanical streams, or alternative technologies, including (but not limited to)
chemical recycling. Finally, we also work on how to ensure packaging is dis-
posed of in the most appropriate way. We need to simplify both the fragmented
infrastructure and, in my view, the choices consumers face. Consumers should
simply know they can put everything recyclable in one bin and we the industry
figure out how to separate it. We also need to create markets for those recycled

| 48 | Packaging Europe
 INNOVATION BASED
ON COLLABORATION
Innovation is usually perceived as being related
to an additional feature on an existing product or
service, or a totally new conception on a part or
an industrial equipment for example.
A
DOP France, a specialist injection blow moulding (IBM) mold
manufacturer for the cosmetic, pharmaceutical, health care and
FMCG sectors focuses on innovation in terms of collaborative and
interactive project management.
At the heart of the European IBM cluster, Adop is working alongside
the majority of IBM machine manufacturers, and notably in Europe with
Meccanoplastica (Italy) and Novapax (Germany) as well as raw material
suppliers and annex equipment suppliers in order to innovate on collabo-
ration and participation from the very outset of the project and beyond the
SOP, reducing customer’s ‘time to market’, and supplying fully operational
turnkey solutions on all continents.
Furthermore, the company works on piloting feasibility studies on
IBM projects initially considered as infringing on, or exceeding the limits
of blow technology (thin wall, thick wall, blow coefficients, materials,
undercuts, neck designs…) while optimising production efficiency and
cycle times.
Adop focuses on widening the process window and reducing machine down
time by means of balanced hot runner systems, conformal cooling circuits,
| 50 | Packaging Europe
optimised mould design of the preform and the interaction mould/machine/
material and offers mould conception for recycled & biobased materials.
ADOP reports that its approach results increased mould lifespan and
minimal maintenance costs.
A focus in recent years has been directed to the fabrication of moulds for
thick transparent parts in PETG or in PET, innovation in IBM moulds for very
thin-walled parts, innovation on automated over moulding of inserts in IBM.
The injection blow mould technology is also experiencing a demand for
rapid cycle times. ADOP France has recently developed a high multi-cavity
high-speed mould.
“Rheology analysis allows us to fully optimise the manifold/hot runner
system. This means that our hot runner system is not only thermally bal-
anced but, more importantly, it is balanced mechanically. This means that
during ‘short shot-ing’ at approximately 97 per cent there is a variation
between the most complete part and the least complete part of < 3 per
cent,” says William Docherty from Adop France.
“A uniquely conceived cooling circuit, ‘conformal cooling’, is machined
to reach up to close to the cavity wall (depending on the part form we can
sometimes get as close as 4mm to the cavity wall). In sum, the machining
of the cooling wells behind the cavity wall is machined to the same form
as the cavity wall, as opposed to a more standard circuit/well where the
closest point to the cavity wall is only one tangent point. This allows us to
confirm a gain in cycle times by 13 to 18 per cent, while ensuring 100 per
cent perfect wall distribution”
Packaging Europe | 51 |
FOOD PACKAGING AND CHANGING
DEMOGRAPHICS: PACKAGING-FREE
VERSUS A RISING EXPECTATION
FOR CONVENIENCE
In its 2019 Global Food and Drink Trends report
analysts Mintel predict that modern takes on
sustainability, health and wellness, and convenience
will reshape the food industry. Libby Munford takes
an in-depth look at the changing demographics
challenging the food packaging industry.
A
longside new initiatives such as packaging-free aisles (fad, or likely
to become a permanent fixture?) there is an ever-present rise in
ageing populations and single households globally, which brings
with it demand for more single-portion packaging in order to add function-
ality and combat food waste.
These trends on two opposing sides of the coin hint at a future that may
be symbiotic in nature: minimal (or no?) packaging on one side, versus the
need for packaging that is both functional and convenient.
Packaging Europe | 53 |
 This simplistic juxtaposition points to the diversity and flexibility of the
packaging industry as a whole. We talk to key players from across the
value chain to put these challenges into focus. Can these trends be symbi-
otic, or will the future demand one or the other?
Package-free?
We are starting to see package-free trials and aisles across Europe, to
address the rise in focus on sustainability. The roll-out of bagless fruit
and vegetable aisles, as well as refill stations for goods such as pasta,
rice, grains and cereals, is increasing among supermarkets. Ultimately,
these are on a small-scale basis and we are yet to benefit from long-term
results from these trials, however they are hitting mainstream media and
piquing consumer interest.
“As packaging free stores display their
produce in bulk, with no packaging to
protect it, the risk of contamination is
increased. Food manufacturers need
to ensure that hygiene procedures are
thorough and that products are treated
with greater precautions.”
The supermarket Morrisons is encouraging shoppers to bring their own con-
tainers for meat and deli products, whilst Waitrose has launched a packaging-
free trial with refill stations for certain foods at its supermarket in Oxford, UK.
Stores such as Original Unverpackt in Berlin, Precycle in Brooklyn and more
recently, Bulk Market in Hackney, London are encouraging consumers to bring
their own tubs, jars and containers to take produce away in.
Hannah Thomson, retail analyst at GlobalData, comments: “Amid growing
awareness of the harmful effects of single-use plastics on the environment,
retailers are keen to prove that they are acting responsibly and responding to
consumers’ concerns. After initial set-up costs, retailers could benefit from
selling certain goods unpackaged and removing packaging costs. Waitrose
has said that its ‘Unpacked’ trial resulted in cost savings from goods arriving
instore in re-usable containers.”
GlobalData’s monthly survey of 2000 UK respondents found that 44.1 per
cent of 16-24 year olds who had purchased food and grocery products in
July had used a refill station in the last 12 months, compared with 35.0 per
cent of 25-34 year-olds and just 25.4 per cent of 35-44 year-olds.
Thomson says: “Encouragingly for retailers, the least-cited reason for
not wishing to buy unpackaged items is a preference for branded products.
This leaves retailers free to switch suppliers in search of the best margins,
and should give them the confidence to use suppliers which are able to
deliver in bulk instead of in packaging, and not worry about customers’
brand loyalty.”
Sean Field, solutions category manager, CHEP sees a future with more
food dispensers which comprise of an ‘Eco Aisle’ within existing super-
markets; more start-ups harnessing consumer preferences for ‘weigh and
save’ in increasingly imaginative ways; and revisiting and refining products
that were ahead of their time.
Packaging Europe | 55 |

For example, refillable fabric conditioners were introduced in 2010 but were
quickly abandoned due to lack of demand. “The optics are now much better
for products like this and exploring others – it’s not beyond possibility that we
may see milk vending machines in stores which are more sustainable and are
much easier for staff than replenishing the shelves,” enthuses Sean Field.
Darcy Simonis, group vice-president of ABB’s Food and Beverage net-
work, explains what the rise in packaging free stores could mean for food
manufacturers. “As packaging free stores display their produce in bulk,
with no packaging to protect it, the risk of contamination is increased.
Food manufacturers need to ensure that hygiene procedures are thorough
and that products are treated with greater precautions to prevent contami-
nation in the factory, before they reach shop shelves.
“One way that manufacturers can ensure there is no contamination of
their produce before it reaches the store is through traceability. The concept
of ‘farm to fork’ means that consumers have become more inclined to buy
produce if they know where it has come from and have information to prove
that. Usually, product information is on product packaging and labelling, which
is not possible in a package free store, so barcodes on food containers in the
store could contain the traceability data for that product.”
Online groceries and meal kits
A recent Packaged Facts analysis of the global market for food e-commerce
from the Freedonia Group anticipates intense near-term growth – albeit from a
small base – supported in part by packaging innovations that are making online
grocery shopping a more attractive option for retailers and consumers alike.
| 56 | Packaging Europe
“It’s not beyond possibility that we may
see milk vending machines in stores
which are more sustainable and are
much easier for staff than replenishing
the shelves.”
The report highlights that consumers have been slower on the uptake with
online grocery shopping than with e-commerce for consumer goods – such
as apparel, books, and electronics – in large part because they are less willing
to pay more for essentials like groceries, but also because they do not trust
employees to pick out items, particularly fresh produce and meat, the same
way they would, or worry that items could spoil, spill, or get damaged in transit.
As e-grocers explore high-tech solutions such as delivery drones and
cashierless stores to entice consumers, food and beverage brands are
looking to packaging to enhance consumer convenience and confidence in
the online grocery orders they ultimately receive.
For example: by reducing packaging weight and right-sizing packages
so they take up less space help lower shipping costs, whether to a physi-
cal store or direct to a consumer, active and intelligent packaging compo-
nents such as antimicrobials, biosensors, smart labels, and gas scaven-
gers – widely used in meal kits – can both help to preserve freshness,
quality, and taste, and serve to monitor and track inventory, and advances
in film technology are driving a shift from heavy, rigid materials like glass
to flexible ones such as recyclable polyethylene or biodegradable polylactic
acid, which can improve efficiencies while also boosting sustainability.
Packaging Europe | 57 |
 Phil Brown, managing director, Fortress Technology Europe says today’s
consumers are looking for high-quality meals that will fit into their fast-
paced lifestyles, without having to compromise on health or flavour. As a
result, convenience food, specifically meal kits, is anticipated to continue
growing in popularity throughout 2019 and beyond.
Convenience meal kit offerings deliver all the ingredient components
required to make a fresh meal at home, without the hassle of weighing,
measuring or shopping for each item individually. According to Phil Brown,
in order to accurately inspect meal kits and ensure they are free from
contamination, producers need to ensure their metal detection solution is
sophisticated enough to cope with not only different kinds of foodstuffs
simultaneously, but also different types of packaging.
He explains: “Each type of food – protein, salad, vegetable, carbohydrate,
etc. – has different conductive properties and therefore behaves differently in a
metal detector. For example, some proteins are easier to inspect cooked than
raw; and salad and vegetables will be easier to inspect than protein. The same
principle applies to packaging; metallised foil is more problematic than plastic,
for example. And if each item is individually wrapped before being placed into
the final box, then the overall packaging will be thicker and sensitivity might
be affected.”
It’s clear that new trends have a knock-on effect down the supply
chain, and new challenges and issues arise around the packaging of new
food concepts.
Single-portion and ready-meal culture
Kemira, a company with a strong focus on chemistry (adding functional-
ity and strength to paper and board products, whilst ensuring safety and
hygiene for food packaging) commissioned an international consumer
survey in April 2019 to ask consumers in the US, Germany, China and
Finland about food packaging.
Sami Puttonen, senior manager, pulp and paper, Kemira discusses the
results further. “The main trends which were highlighted were sustain-
ability and food waste, and how packaging can play an important role in
this. We believe if the packaging is not reusable, it should be recyclable
and where possible made from renewable materials.” Consumers are very
aware of these issues today, underlines Puttonen.
He also points to the fact that single portion and ready meal culture is
getting stronger. “It has been rooted in the western countries for a long
time, but it is rising fast in the developing countries. This has a dramatic
| 58 | Packaging Europe
effect on packaging as there are more single households than ever.” At the
same time, functionality of packaging is becoming ever more important
due to ageing populations.
Responsible packaging
Looking ahead to the approaching new decade, shifting consumer demands
will drive changes in packaging and, along with those changes, the way that
manufacturers inspect packaged goods for quality and safety.
According to Simon King, head of global sales, service and marketing for
Eagle Product Inspection, new packaging and accompanying x-ray inspection
capabilities will be designed based on what consumers seek and expect.
“Consumers are already impacting changes in packaging, such as the push
for more sustainable materials and packages that meet a particular need, like
single-serve packages for on-the-go consumption and multi-compartment
packaging for convenient ready meals. You can expect more of that in 2020
and beyond,” King says. “Inspection technologies are keeping pace with and
are often in front of such market forces to help manufacturers reach their goal
of providing safe, satisfying products.”
Responsible packaging stands out as a trend to King: more than two-thirds
or 68 per cent of consumers say it’s important for them to choose ‘responsibly
packaged’ foods or beverages, according to a recent Evergreen Packaging
report on packaging trends. Responsible packaging encompasses various ele-
ments of packaging, including more sustainable materials and formats, as well
as products packaged in a way that ensures quality, integrity and safety for the
end user.
Accordingly, many companies have announced packaging changes as
part of their overall drive toward responsibility and are working with or pur-
suing new materials and forms, including packaging made from renewable
materials or recyclable materials.
“X-ray systems driven by powerful software allow manufacturers to provide
more information about the products and trace back packages to the point of
inspection, with important production information and images. It’s not manda-
tory yet to have item-level traceability for food and beverage products, but with
the increased complexity and demands on the supply chain, manufacturers are
looking for solutions to meet these needs,” says King.
It remains to be seen how consumer demands will continue to affect the
packaging industry in the future, with such diverse and polarised needs to
meet. However, it is clear to see that the industry as a whole can rise to the
fast paced and increasingly challenging demands of the marketplace.
Packaging Europe | 59 |
 A LAETUS

ON DEMAND
WEBINAR
OPTIMIZE TRACEABILITY CONSTRAINTS HOSTED BY
AND PRODUCTIVITY OUTPUT PACKAGING EUROPE

Date: 10/10/2019
Time: 14:00 (GMT) London
Price: Complimentary
Laetus UP is a software platform
for efficient production processes,
transparent supply chains, product
quality and integrity, and customer
loyalty. The webinar answers the
question of how Laetus UP helps
industries meet the challenges of
digital transformation by unifying
processes and ensuring the secure
interplay of all software and hardware
components involved.
The rapidly advancing digitalization
and the production processes,
which are becoming more and
more complex due to the increasing
product variety and variance,
place high demands on industrial
production. New approaches are
necessary in order to increase the
overall effectiveness of the system:
This webinar uses examples to
explain how parallel processes
can increase the efficiency of the
equipment used and how central
and simple access to process data
and reports can shorten decision
paths. In addition, the participants
will learn how Laetus UP can be used
to produce not only in compliance
with current regulations, but also in
compliance with future regulations,
without the need for time-consuming
line adjustments. Another important
point is the connection with higher-
level ERP/MES/SCADA systems
as well as the secure and stable
exchange of data.

ON REGISTER NOW ON
DEMAND DEMAND
packagingeurope.com/webinar-optimize-traceability-constraints-laetus-up/

SPEAKERS HOST

CHRISTOPH STAUB MARCO POLAZZO DR. BERND SÄGMÜLLER ELISABETH SKODA

VP Global Business Development & Strategies Group Director Innovation Head Product Management Editor
Laetus Laetus Laetus Packaging Europe

Laetus is the industry leader in inline quality control. Founded
in 1974, the company is synonymous with successful vision
inspection with solutions such as ARGUS, POLYPHEM and
INSPECT. Our experience of more than 40 years plays an
integral part in the development of Secure Track Trace
Solutions (S-TTS) – reliable modular packaging and supply
chain control solutions for the pharmaceutical, medical
technology, cosmetics and FMCG industries.
Working across print, digital and live media, Packaging
Europe is the leading intelligence resource for European
packaging professionals. Our mission is to connect forward
thinkers across the value chain with the latest developments
in packaging technology and materials, making sense of
innovation in the context of the core business challenges
packaging is required to meet.

PLASTICS –
THE INSIDER
PERSPECTIVE
PE: What are the key market challenges for the plastics
industry today and how is it coping with them (e.g.
political-macroeconomic volatility; fluctuating oil
prices; and the ‘war on plastics’)?
Frank Schuster: The long period of economic growth is now experienc-
ing a slowdown, as has been predicted for many years. Overall, ENGEL is
clearly feeling the effects of the slowdown and we currently see no signs of a
In anticipation of the K 2019 show, Packaging
Europe asks some major players in the plastics
packaging industry a few pertinent questions
about the big issues the industry faces today
and finds out about their sustainability drive
and innovations. We speak to Haim Za’afrani,
vice president of rigid packaging sales at
Husky, Bertram Stern, packaging and circular
economy manager at Arburg, Helmut Huber,
COO Brückner Maschinenbau GmbH & Co.
KG and Frank Schuster, vice-president at
ENGEL Packaging.
short-term economic recovery. The primarily political causes make forecasting
difficult. The automotive industry is hardest hit. While we are currently well on
track in the packaging sector, projects here are also being postponed due to
uncertainty. Among the driving forces behind growth and innovation which are
facing the slowdown are digitalisation, increasing quality awareness worldwide
and the establishment of a circular economy for the plastics industry. The
extent to which these issues can counteract the decline is equally difficult to
assess today. We are technologically very well equipped to support our cus-
Packaging Europe | 61 |
| 62 | Packaging Europe

Haim Za’afrani, vice president of
rigid packaging sales at Husky
tomers in solving the new challenges. On the subject of the circular economy
alone, we are presenting five exhibits at K Show with innovative technologies
which clearly show that digitalisation is an important enabler for closing mate-
rial cycles at very different levels. ENGEL has been dealing with this topic for
a long time and was one of the first plastics machinery manufacturers to sign
the New Plastics Economy global commitment of the Ellen MacArthur Founda-
tion. It networks the players, and this is precisely the prerequisite for planning
the entire product life cycle through to recycling as early as the product
development stage. In future, we will cooperate even more closely with the
other companies along the value chain.
Haim Za’afrani: The sustainability of plastic packaging has been chal-
lenged, and we can’t ignore that. The impact of plastic packaging on
the environment has been emotionalised. This has triggered ambitious
sustainability commitments from most of the large players, and predict-
ably, politicians have also responded strongly with legislation.
In the past, not enough focus was put on what happens to a package
after its contents have been consumed. Our industry should help build
bridges from consumer package back to raw material, to enable waste-
free, convenient, food-safe packaging solutions. The industry has gone
through major transformation and is now focusing on eliminating plastic
waste. The first step is putting the material back into the supply chain by
motivating society to recycle effectively. This means creating incentives
for consumers to put the packaging back by creating a convenient, simple
process. The second step is utilising the collected material by incorporat-
ing more post-consumer recycled resin into packages. This will generate
an end-market demand for recycling material and enable a self-sustaining
circular economy.
Bertram Stern: One thing is clear to us: All of us in the plastics sector – espe-
cially in the packaging sector – are confronted with the huge and perhaps
single most important complex of topics faced by our industry and by society
in general: circular economy and resource efficiency. One of the challenges
is that plastic is often seen only in terms of being a waste product. Instead,
plastic must be used sensibly and responsibly, and in the best-case scenario,
it belongs in a closed recycling loop. However, a circular economy can only
function properly if all elements within the value-added chain work properly.
Helmut Huber: Trade conflicts, the discussion about plastic waste, as
well as the difficult general global political situation makes it necessary
to recognise future topics, trends and application possibilities very early.
Brückner Maschinenbau established a well-functioning scouting system
and additionally set up a ‘New Business Development’ department, ensur-
ing that opportunities are assessed and appropriate line concepts and
solutions are offered, thereby opening new markets.
PE: What effect do you expect the EU single-use
plastics directive and recycling targets to have on
the industry?
FS: So far, the laws have had little influence on ENGEL’s business. Neverthe-
less, we are concerned about this development, because the new laws do not
always provide more sustainability. A move away from polymer materials often
results in a poorer CO2 balance, especially for packaging. Here we would like
to see a more differentiated view from politicians and no further uncertainties
on the part of consumers. Rather, it is necessary to provide people with better
information and to increase recycling capacities. There will also be new tech-
nological challenges. For example, by 2021 caps must remain attached to the
bottle, which requires new product designs. We are facing a paradigm shift. In
future, costs will no longer necessarily be the most important driver.
HZ: I believe the EU plastics directive will have an impact, starting with a poten-
tial consolidation of the range of plastics used for packaging, with a distinction
between easy to recycle plastics like PET and plastics that are not so easily
recyclable today. We foresee potentially a policy focusing on reduction or bans
on difficult to recycle materials and would anticipate a shift in packaging items
to more recyclable materials.
The recycling and collection targets within the directive are driving
innovation and investment to get more recyclate in the system, and a
bigger supply of recycled PET is needed to feed demand. We already
see a huge lack of supply for recycled PET. The requirement for tethered
Packaging Europe | 63 |
 closures is also creating panic among customers. At Husky, we are focused
on developing the best solutions for tethered closures that meet legislation
requirements while maintaining product safety, and using more recycled
materials in packages without compromising product quality
.
HH: Plastic is an extremely beneficial material, but we all have to take care
how to handle it in the sense of reuse – reduce – recycle. We appreciate
clearly defined targets, as long as they consider all involved components. For
example, besides the plastic material itself the colour systems used play an
important role for recycling. In addition, environmental aspects, e.g. the CO2
footprint, energy consumption in production and hygiene should not be forced
into the background. In this context political guidance could support our indus-
try’s sustainability goals – if this guidance is long-sighted and goal-oriented.

PE: How do you view the overall technological progress

towards a circular economy in plastic packaging?
Could you talk about particular areas of innovation
(e.g. design for recycling; monopolymer solutions; new
sorting technologies; feedstock recycling) that you
believe offer especially significant hope of progress?

Bertram Stern, packaging and circular

economy manager at Arburg

| 64 | Packaging Europe
FS: ENGEL has defined four areas in which we, as a machine building company
and system solutions provider, can already provide concrete support to plastics
processors today for more sustainable production and closed material cycles.
We use intelligent assistant systems to help us increase process consist-
ency and thus create the conditions for using recycled materials in a broader
spectrum, and for higher-value applications. We use innovative processing tech-
nologies to help further increase the proportion of recycled material in sandwich
components as well as design for recycling, which means that we work closely
with processors during product development to reduce material usage and
enable the subsequent recycling of products. Furthermore, we will strengthen
our consulting services in the area of upstream processes in order to optimise
the processing of recycled materials for injection moulding.

HZ: For PET, the future already exists. For example, our customer Ice River
Springs in Ontario, Canada has been using 100 per cent recycled PET in
their water bottles for years. There is a lot of innovation there. This is why we
believe innovation and sustainability go hand in hand, therefore we recently
merged our sustainability department with our innovation department. Col-
laboration is another important area. It is important for the entire value chain
to work together. We are also working on design for circularity, lightweight-
ing and incorporating PCR without compromising product quality. A new
development at Husky will enable our customers to bring more than 60,000
tonnes of PET annually into the circular economy within the next 24 months.
This system works in conjunction with equipment that purifies the recycled
material and eliminates intermediate steps. This brings additional value to the
customer in both operational savings and material quality, leading to better
packages. At Husky, we also focus on key areas for corporate initiatives on
our campuses, including waste diversion and carbon offsets with the goal to be Helmut Huber, COO Brückner
carbon neutral by 2025. All of this helps contribute to a circular economy. Maschinenbau GmbH & Co. KG

Packaging Europe | 65 |
BS: In June 2019, the Arburg Packaging Summit focused on the currently
discussed topic of plastics. The event – which was attended by around 120
guests from all over the world – was conceived to bring together leading
experts from industry, research and professional associations, providing a
platform for sharing knowledge on trends, resource efficiency and the circu-
lar economy in the packaging sector. The event demonstrated the challenges
but also the new opportunities for the packaging industry. Manufacturers
of injection moulding machines, moulds and materials, as well as recycling
experts, must all work together along the entire value chain. At this event, it
was clear for all to see that the spirit and will to do so exists. Only by working
together will it be possible to develop new solutions and ensure that valuable
used plastics can be recycled and efficiently re-purposed in the manufacture
of new products.

HH: The focus of Brückner Maschinenbau as film stretching technology

supplier is on the production of single-origin structures with the high-
est recyclability: all raw materials originate from a common polymer
group and can therefore be recycled to high-quality re-granulate. These
mono-material structures from PP, PE or PET meet the highest require-
ments for thermic and dynamic stability and display excellent barrier
properties. Thanks to their minimal thickness, they are also extremely
resource-efficient.

PE: How do you make sure that your pack/packaging

material is as recyclable/environmentally friendly
as possible?
HZ: At Husky, we are heavily involved with PET and we see ourselves
as a sustainability partner. We offer a range of solutions to enable the
circular economy.
We are dedicated to making a positive impact by aligning the goals of
sustainability with the many positive attributes of plastic packaging. Husky
focuses on designing not just the best package but a package that can be easily
recycled with our downstream partners and for this, cooperation is key. Our
modular solutions are built on global platforms to incorporate PCR and we are
always evaluating new and alternative materials, such as biobased, composta-
ble or biodegradable resins. We also focus on energy efficient equipment and
offer work cells optimized for the lowest energy consumption. A lot of education
and learning still has to take place, but we have our innovation centre ready to
adjust to present and future market needs and demands.
BS: At Arburg we have been working for a long time on the range of topics
associated with resource efficiency and circular economy because envi-
ronmental protection and the gentle use of resources are deeply rooted in
our corporate philosophy. Therefore we are engaging in this discussion, and
not hiding from it: we have understood the problem, we have recognised its
magnitude and we are contributing towards a solution with all our powers.
Our strategy in terms of resource efficiency and circular economy and all of
these related aspects and activities can be grouped together in our ‘arburg-
GREENworld’ programme, which is based on four pillars. The first three pillars
Frank Schuster, vice president
at ENGEL Packaging
refer to the quotations for our customers and go by the names of ‘GREEN
machine’, ‘GREEN production’ and ‘GREEN services’. The fourth pillar goes by
the name of ‘GREEN environment’ and incorporates our in-house processes
associated with resource efficiency and circular economy.
Important topics for the three customer-specific areas are minimisation of
the CO2 footprint of the machines, processing of recyclates and bioplastics,
improvement in production efficiency, use of innovative processes as well as
consultancy advice on all aspects of applications technology, resources and
energy efficiency.
With two examples, Arburg shows practical future applications using
recyclates at K 2019. The production of cups demonstrates that thin-
walled moulded parts of consistently high quality can be produced when
processing new PP material together with recycled PP. In the second appli-
cation, a PCR material derived from household waste is used to produce a
durable technical product.
Around 30 per cent recycled material is used in the production of PP
cups. For this practical example of a closed circular economy, Arburg coop-
erates with Erema, which provides recycled PP. In a cycle time of around
four seconds, eight cups are produced on a hybrid Allrounder 1020 H in
Packaging version.

Packaging Europe | 67 |
 In the second circular economy application, a PCR material (post-con-
sumer recyclate) derived from household waste is used to produce a techni-
cal product. The PCR available on the market is processed by an electrical
two-component Allrounder 630 A in a Profoam foaming process, the second
material is TPE. The injection-moulded part is a machine door handle whose
two halves are mounted in the mould. This is followed by partial overmould-
ing with the soft component.
HH: Our new BOPE line concept makes the production of mono-material
films with superior mechanical and optical properties possible. These are
excellent to sort in waste separation and are ideal to recycle. Additionally,
we developed a new inline coater for the production of extremely thin
functional layers. Due to the extreme thinness, the layers don’t disrupt the
sorting and recycling.
PE: How does your company ‘make the case for
plastics’ by highlight its benefits, for example in the
area of reducing food waste?
and recycling possibilities for packaging. In cooperation with other com-
panies in the plastics industry, we will therefore use our experience and
know-how to ensure that people in all regions of the world will be able to
handle plastics responsibly.
HZ: We believe that plastic, and in particular PET, is the best packaging mate-
rial available today, with its properties being optimal from a cost, weight, carbon
footprint, food safety and consumer experience point of view. It contains no BPA
and is 100 per cent recyclable. It also helps to prevent food waste. In summary,
society needs plastic, but we do not need plastic waste. Until a few years ago,
the focus was on energy, something that seems to have fallen by the wayside
today. After all, PET is lighter weight than aluminium and glass. If plastic didn’t
exist, and somebody invented a new packaging material that was safe, light
weight, can hold up to 100 times its weight, helps combat food waste and is
recyclable – wouldn’t people jump on that and think that it is great?

HH: We have brought our own, Brückner Group wide campaign to life in
2017, called ‘Yes, We Care’. This project is an acknowledgement to our
responsibilities in the matter of plastics and sustainability. It includes the
knowledge transfer for a better understanding of the needs and benefits
of plastic and its correct use. Our corresponding information material
(booklets, video, traveling exhibition) are in great demand.

FS: We cannot and will not have a world without plastics. It is only through
the use of plastics that we will be able to solve some of the great chal-
lenges of our time. This includes sustainable mobility, but also world nutri-
tion. Intelligent packaging solutions extend the shelf life of food and prevent
food from spoiling before it reaches the consumer in many countries with
long transport routes and poor infrastructure. We cannot dispense with
these packaging materials, which are necessary for product protection,
and plastics as packaging material here are the most efficient solution in
most of the cases, both in the energy and material footprint as well as in
production and transport. The prerequisite is to create collection systems

| 68 | Packaging Europe
Packaging Europe | 69 |

INSIDE THE
WORLD’S TOP
PACKAGING
INNOVATIONS
T
he Packaging Innovation Awards occupy a special place in the global
industry, thanks to thoughtful curation on the part of Dow (and
previously DuPont) over many years, combined with a commitment
to bring an expert jury from all over the world into a single room for three
days’ intense scrutiny of every single entry. My personal experience of the
rigorous judging process can be characterised by awe at the range and
depth of my fellow judges’ knowledge, and admiration for the worldwide
creativity reflected in the submissions (along with profound mental exhaus-
Dow has announced the results of the
2019 Packaging Innovation Awards,
which recognise the packaging industry’s
best breakthroughs in technology, user
experience and responsible packaging.
Tim Sykes, who was privileged to
participate in the competition’s jury for
a second consecutive year, reports on
the winners.
tion). Having seen first-hand how they work, I have no hesitation in assert-
ing that the Packaging Innovation Awards should command our attention.
The winners must work exceptionally hard to earn their plaudits, and the
selection of finalists has an uncanny knack of painting a broader picture of
how the world’s packaging landscape is evolving.
The highest honour in this year’s competition, the Diamond Award,
goes to a Functional Film Complex PET plastic bottle developed by Japan’s
Dai Nippon Printing (DNP), which was featured in the previous edition of
Packaging Europe | 71 |
Packaging Europe magazine. This alternative bottle sets out to reduce the
environmental footprint in a brand-friendly way, by replicating high-end con-
tainer glass. The technological advance is based on the use of a peelable,
functional film over the PET bottle, which in addition to aesthetic effects adds
oxygen and light barriers to the PET – a necessity in applications such as
delicate rice wines.
The innovation targets the many beverage bottles made from glass thanks
to its barrier properties and sense of luxury, despite the heavier weight of glass
and higher risk of breakage. The PET plastic bottle retains the premium qualities
consumers associate with glass bottles, while creating a recyclable, lightweight
and virtually unbreakable product.
“We are delighted to gain international recognition for our technology,”
DNP told Packaging Europe. “We are always striving to come up with inno-
vative solutions which can contribute to our society and sustainability. Our
journey for innovation will never end, and our technology creates new value
that our predecessors have not achieved.”
E-commerce
The Packaging Innovation Awards tend to have a sensitive radar to the trends
driving the market, and this year, inevitably, saw recognition of some outstand-
ing solutions aimed at optimising efficiency and sustainability within the direct-
to-consumer model that is transforming consumption of packaged goods.
Among the Diamond Finalists are Henkel’s EPIX™ Technology for Sustainable
Packaging: a paper-based, curbside-recyclable package that optimises weight,
| 72 | Packaging Europe
size and impact resistance for shipping. The innovation reduces processing
costs and features an innovative lightweight cushioning material. EPIX™
Technology facilitates recyclability of paper packages and is part of Henkel’s
strategy for a circular economy.
“The demand for more sustainable alternatives necessitated develop-
ment of technologies that enhanced paper product functionality,” said Scott
Farber, head of Global Paper Solutions Strategy. “As a result, Henkel has
embarked on a programme to create functional, sustainable solutions for
paper, including thermal resistance, impact resistance and barrier proper-
ties. The key technological advance involves functionalities that are easily
separated from the paper during the repulping process, providing for the
recovery and reuse of the fibre, and aligning with Henkel’s comprehensive
commitment to a circular economy for plastic and sustainable packaging.”
Another Diamond Finalist is the widely lauded Eco-Box introduced by
P&G’s Tide brand. This landmark innovation reimagined Tide’s 50 year-old
detergent packaging specifically for shipping directly to consumers’ door-
steps. The Eco-Box is 60 per cent less plastic than the equivalent bottle
(150 oz) and contains an ultra-concentrated formula. On top of having less
packaging, Eco-Box doesn’t require any secondary re-boxing or bubble
wrap. The Eco-Box also enhances consumer experience with a no-drip tap
that is easier to use and less messy than other liquid packaging.
If Tide requires little introduction, fellow Diamond Finalist Truman’s is
a relatively small brand. The Truman’s Starter Kit provides an alternative
to single-use plastic bottles for household cleaners by introducing a con-
centrate and cartridge system that enables repeated reuse of the primary
bottle with tap water. Each cartridge is fully recyclable and uses up to 96
per cent less plastic than a typical cleaning product.
“We started Truman’s because nobody needs a gazillion cleaning prod-
ucts with harsh chemicals cluttering their cabinets, and our planet cer-
tainly doesn’t need the plastic empties,” Truman’s co-founder Alex Reed
told Packaging Europe. “That’s why we offer just four cleaners with refill
cartridges that safely and effectively clean virtually all of your home’s hard
surfaces. Truman’s is a new take on cleaning concentrates. Businesses
have used them for decades, but they never made inroads with American
consumers because of the inconvenience and confusion that came with
mixing. So we designed a business around concentrate cartridges and an
auto-dispensing mechanism to ensure there’s never any mixing or mess.”
Reaching for sustainable alternatives
To be considered as a Diamond Finalist, a submission had to exhibit some
significant environmental contribution, and for many entries sustainability
was central to the innovation.
Paperly™, developed by Amcor (formerly Bemis), is a thermoformable
paper-based packaging that gives processed meat and cheese packaging
a rustic feel and look, and is designed to stand out on the supermarket
shelf. With a paper tray made from renewable resources, Paperly™ is
aimed at environmentally conscious consumers who prefer products with
a more natural feel and recyclable packaging. Made from 85 per cent
FSC-certified paper fibres, the whole base tray can be recycled where
paper recycling streams are available.
The technological advance behind this Diamond Finalist’s innovation was
the use of a thermoformable paper in combination with the right sealant and
Amcor’s value-added top webs, such as EZ Peel, Reclose or SkinTite™. EZ
Peel ensures that packaging for processed meats and sliced cheese is her-
metically sealed and always easy to open, while the reclose technology allows
the consumer to easily reclose the package thereby prolonging the product’s
freshness for future servings and minimising waste. The SkinTite™ second
skin top-web can be combined with Paperly™, and guarantees unrivalled
product presentation, increased shelf life and flavour enhancement. Further-
more, there is the option to use a Paper-Like™ print effect on the top web.
Paper-Like™ is a visual and tactile lacquer that can be applied to the top web,
giving it a paper-like look and feel for a cohesive pack design.
“Compared to traditional MAP packaging, this innovation is more sustain-
able,” commented Amcor. “The paper in the tray is from renewable resources
and originate from FSC managed forests. The entire pack contains up to 65
per cent less plastic and it has 75 per cent lower carbon footprint compared
to a standard mono APET 200 base tray.”
Meanwhile, L’Oréal and ProAmpac reimagined the REDKEN® Flash Lift
Bonder Inside to minimise material use and packaging SKUs required,
while maximising functionality in a demanding haircare niche. It tran-
sitioned from rigid packaging to incorporate its built-in bonder with an
emphasis on a circular economy. Instead of having a multi-step process
that included at least three different rigids, the newly designed spouted
pouch combines two containers into one. A new spouted flexible pouch
only requires a developer to complete the application process, giving users
a portable, useful alternative to multiple rigid containers. A unique curved
spout prevents powder fumes and guides product into the easy-open lid
that doubles as a measuring cup for added convenience.
“The final design was chosen based on rapid prototyping of spouts and
caps adhered to pouch prototypes made by ProAmpac’s DASL (Design and
Packaging Europe | 75 |
“The Packaging Innovation Awards should
command our attention. The winners must
work exceptionally hard to earn their plaudits,
and the selection of finalists has an uncanny
knack of painting a broader picture of how
the world’s packaging landscape is evolving.”
Sample Lab),” revealed Sal Pellingra, ProAmpac’s VP Global Application and
Innovation Development. “Ideation sessions with a cross-sectional team
from L’Oréal, ProAmpac and the injection moulder partner, Technimark,
were held to review pouring and mixing with six to eight different potential
designs until the final was chosen with consumer and brand input. From
this the pouch design, the pour spout and cap design were finalised and
the mould produced. Looking back, the ability of rapid product prototyp-
ing, collaborating with the right partners from the start and being able to
move with agility to meet the market launch timeline was key. In addition,
a packaging machine supplier and co-manufacturer were also involved to
launch the project. It was a great example of collaboration.”
Another Diamond Finalist that should be familiar to Packaging Europe
readers is the 100 per cent polyethylene Frosch pouch developed by Werner &
Mertz together with Mondi to replace its previous multi-material flexible pack-
aging for various products. The new mono-material PE film was developed
to be completely recyclable by eliminating barriers (like EVOH) and adhesives
that can prevent recyclability. The package’s decoration is printed on a PE-film.
| 76 | Packaging Europe
No additional materials are disturbing the near infrared (NIR) detection during
sorting. Moreover, refilling an existing Frosch-bottle by using this pouch saves
up to 70 per cent material.
“The key technology advance of the innovation is that we went over the
hurdles of existing standards,” Immo Sander, head of packaging development
at Werner & Mertz GmbH, commented. “To leave the beaten tracks of these
standards was risky and involved huge investments on both sides. Further-
more, part of our collaborative strategy was to involve all experts along the
supply chain: experts in waste management (sorting & recycling), Cradle-to-
Cradle specialists, material and pouch manufacturing experts. Based on that
knowledge platform we could realise that innovation.
“In terms of functionality of that stand-up pouch system the target was to
create a substitute that will have no impact on consumer behaviour and
convenience. Concerning sustainability and recyclability this pouch has a
considerable impact and can be seen as a new standard for stand-up pouches
for the FMCG industry. In general, fully recyclable mono-material packaging will
be the origin for the future recyclate. Packaging materials that were designed
under design4recycling aspects are the necessary foundation for high quality
plastic recyclate in large quantities.”
Assisting nutrition
The last two Diamond Finalists take contrasting approaches to extend-
ing nutrition to those who need it. Embrapa Food Technology, the
National Institute of Technology and Macromolecular Institute of Federal
University of Rio de Janeiro developed packaging for fruits that makes
the most of refrigeration to reduce food waste. The two-part container
is rigid, but it’s also closable over a PET-type plastic where the fruits are
packaged. This elegantly simple Brazilian innovation maintains fruit qual-
ity longer, with the result of significantly reducing post-harvest losses
to less than five per cent and decreasing energy use in the lower cold
chain of the supply chain.
Meanwhile, Danone Nutricia Research designed and developed the
OpTri bottle for tube feeding products that are prescribed to patients who
cannot eat or swallow independently and need to be fed via a tube. The
feed is released in a closed system, simply by gravity forcing the bottle to
collapse. The closed system reduces the risk of air or environmental con-
tamination and therefore increases safety for the patients. The ergonomic
shape of the bottle, integrated big-eyed hook and easy to navigate label,
ensure time saving for health care professionals, while a non-detachable
flip-top cap requires less handling.
Using reclaimable and recyclable material, the OpTri bottle uses 85 per
cent less water than the existing pouch production process and brings a 21
per cent reduction in carbon emissions. Waste plastic from the bottle produc-
tion process is reused and re-integrated into the manufacturing process.
The 2019 Packaging Innovation Awards hosted by Dow, previously
known as the DuPont Awards for Packaging Innovation, is now in its 31st
year, and is the industry’s longest-running independently judged pack-
aging awards program. The judges evaluated nearly 250 entries from
companies in more than 30 countries. In addition to the Diamond Award,
the judges also selected eight Diamond Finalists, 10 Gold Award Winners,
12 Silver Award Winners and two Honourable Mention categories.

Diamond Winner Silver Award Winners

• Dai Nippon Printing Co., Ltd., DNP Functional Film Complex PET • Amcor, Full Moon Perdue Natural Look Pet Treat Pouch
Plastic Bottle • Hangzhou Holmes Food Co., Ltd., Baicaowei ‘Fresh Lock’ Packaging
• Weener Plastics, 100% PCR Dish Soap Cap
Diamond Finalists • Hangzhou Qunle Packaging Co., Ltd., The ‘Fortune Stick’ Pet
• Embrapa Food Technology, Development of Innovative Packaging Snack Packaging
for Fruits • KW Container, TruSnap™ with TwistCap Paint Container
• Procter & Gamble, Tide Eco-Box • Incom Packing, SPOT
• Henkel, EPIX™ Technology for Sustainable Packaging • Blue Apron, Sustainable Gel Packs
• Danone Nutricia Research, OpTri, a Collapsible Bottle for Tube • Huhtamaki PPL Ltd., Barrier and Drop Resistant Bulk Bag
Feeding Nutrition • ITC Limited, Packaging Business, “Breathable Wheat Flour Pack”
• Amcor, Paperly™ Thermoformable Paper-Based Packaging with Air Release Control
• Werner & Mertz GmbH and Mondi Group, Sustainable, 100% • Procter & Gamble / Gillette, Joy Razor
Recyclable Frosch Pouch Made of Polyethylene • Schur Star Systems, Schur®Star Zip-Pop Packing
• ProAmpac and L’Oréal Paris, REDKEN® Flash Lift Bonder Inside • Unilever, Love Beauty and Planet
• Truman’s, Truman’s Starter Kit
Collaboration Honourable Mention
Gold Award Winners • Werner & Mertz GmbH and Mondi Group, Sustainable, 100%
• Kawakami Sangyo Co., Ltd., UKIYO-E PUTIPUTI Recyclable Frosch Pouch Made of Polyethylene
• Meiji Co., Ltd., meiji THE Chocolate 6COLLECTIONS Assorted Package
• Duallok, An Elegant Child-Resistant Packaging Solution e-Commerce Honourable Mention
• Amcor, 46 oz. Coffeemate® natural bliss® Cold Brew with Amcor • PAC Worldwide, Scent Blocking Protective Mailer
Geo-Strap™ Base • Smart Karton, All-Paper Pack
• ALICO S.A., ReciPack • Procter & Gamble (China) Sales Co., Ltd., E-commerce Packaging
• C.I. TAKIRON Corporation, SANZIP Sensory Zipper • Procter & Gamble, Tide Eco-Box
• Amcor, Molson Coors – 12 Pack Cooler Bag • Henkel, EPIX™ Technology for Sustainable Packaging
• Reckitt Benckiser, Finish 0% • Truman’s, Truman’s Starter Kit
• DuPont Teijin Films, LuxCR™ Depolymerization Process
• Huhtamaki PPL Ltd., Bag-in-Bag for Extreme Drop Resistance

Packaging Europe | 77 |
| 78 | Packaging Europe
THE IMPORTANCE OF QUALITY
AND FLEXIBILITY IN GLASS FILLING
The market for glass bottles is estimated to continually thrive over the next few years. This especially holds
true for the beer market but also for other categories, such as water, juices and carbonated soft drinks (CSD).
To keep abreast of this development and adapt to the ever more rapidly changing market and product trends,
manufacturers expect new fillers, which offer high production flexibility, while at the same time guaranteeing
maximum quality for their premium products. These needs can be met with Sidel’s EvoFILL Glass.

G
lass bottles, with their high premium look and feel, call for a filling
process that ensures matching qualities for both: the product inside
and the packaging on the outside.
“EvoFILL Glass marks the latest milestone in Sidel’s filling portfolio.
Product quality and an advanced level of versatility are more and more
driving the development of our innovations. Our new solution is flexible,
hygienic and sustainable, helping manufacturers to get ready for the
upcoming challenges in premium drinks production,” declares Stefano
Baini, Product Manager Filling at Sidel.
Top hygiene and precision: the keys to quality
EvoFILL Glass stands out with a number of features which guarantee high
performance in the bottling process, as Mr Baini explains.
“First, the filling level is controlled by level probes, ensuring very high
accuracy and flexibility. Also, low foaming is secured by using swirling in
the product deflection into the bottle for production efficiency.”
The solution’s highly hygienic design includes the “no base” architecture,
the new drive system with servomotors, and – especially – its external bever-
age tank with the integrated small product chamber. Overall, these features
ensure easy operations during production and maintenance, simultaneously
helping manufacturers deliver the highest quality products to their consumers.
Maximum uptime through flexibility
EvoFILL Glass is able to hold the dissolved oxygen pick-up down to 10
ppb and to process a wide range of filling levels with no need for probe
adjustments for enhanced uptime and top product quality. With 48 to 192
valves on the filling carousel, manufacturers can handle a broad range of
speeds – from 25,000 to over 80,000 bottles per hour for 330 ml beer
bottles – and bottle sizes from 200ml up to 1 L.
“Very fast changeover times for different bottle diameters are made
possible due to the re-designed handling parts, which are now lighter and
smaller. With 98.5 per cent efficiency and the possibility to manage an
extensive spectrum of drink types and filling temperatures, EvoFILL Glass
delivers an exceptional level of productivity,” Mr Baini adds.
Crowning performance
The ultra-clean crowner manufactured by Sidel, with its open design and
off-set crowning ring, adds further performance to the bottling process. The
stainless-steel construction with its dedicated nozzles for the washing of the
crimping area underlines the strict focus on optimal hygiene and product
safety. The solution offers an upgraded washing system with three areas for
maximum safety in case of bottle burst.
Sidel EvoFILL Glass is complemented by the Gebo OptiFEED® crown feeder,
delivering quality and compliant crowns in a compact space. This is achieved
via its integrated vision device, allowing unsuitable crowns to be spotted and
seamlessly ejected, without stopping the flow.
“Whilst developing the OptiFeed solution, sustainability was high on the
agenda of our design team, resulting in removing the need for air and thereby
eliminating the risk of contamination that can occur during operation. Instead,
mechanical discharge moves the crowns, keeping electrical power consumption
to under 1kW. This creates a very smooth handling process and again improves
hygiene, while reducing the environmental impact,” Mr Baini concludes.
Find out more about Sidel’s EvoFILL Glass here: sidel.com/evofillglass.

Packaging Europe | 79 |
 ON SECOND THOUGHTS...
Tom Szaky

PRACTICAL RECYCLABILITY IS THE

ONLY VERSION OF RECYCLABILITY
Tom Szaky is the founder and CEO of TerraCycle, a global leader in collecting and repurposing hard-
to-recycle waste. The company also has played a big part in developing Loop™ – an innovative,
online shopping concept challenging our reliance on single use packaging. In this column, Tom looks
below the surface of recyclability claims and highlights the gap between technical recyclability and
practical recyclability.

IN
the past 24 months, people have come to realise the scope
and severity of the global waste crisis, be it from documenta-
ries such as David Attenborough’s Blue Planet II or a striking
image of a turtle with a plastic straw in its nose circulating on social
media. In response, governments have started passing laws banning
single-use items and mandating producer responsibility, and consum-
ers are demanding change.
As a result, many product manufacturers have publicly announced
commitments to incorporate significantly more post-consumer recycled
(‘PCR’) content in their products, as well as the bold claim that all of their
packaging will be recyclable. All this by 2025 – only five years away.
Communicating the vision is the easy part, executing a whole different
matter. UK nonprofit WRAP (Waste and Resources Action Programme)
reports two-thirds of the Plastics Pact (127 companies representing a
majority of all packaging produced globally) have shown no progress on
the 2017 pledge to offset their contributions to plastic pollution.
As one peels below the surface of commitments around recyclability, it
becomes clear most signatories are promising technical recyclability and
not practical recyclability. The former represents the ability for a pack-
age to be technically recycled without factoring in real world economics,
including the question of whether the processing cost will be higher than
its recovered value.
Inversely, practical recyclability is the ability for a consumer to place
that package in their recycling bin and have it actually recycled. This is
dependent on not just the technical capacity to recycle a waste stream,
but also a profitable and stable business model behind it.
Those familiar with TerraCycle know we believe everything is techni-
cally recyclable, having proven items such as cigarettes, chewing gum,
and even dirty diapers can be repurposed into material for new prod-
ucts. But those items are not accepted through conventional curbside
programs and are thereby not practically recyclable outside specialty
systems like ours.
Noting here our systems rely on the financial support of brands, retail-
ers, cities, and other organisations to function, the value of the recovered
material is not enough to offset the logistics and processing costs of these
waste streams in and of itself.
Thus, it is imperative the clear distinction is made between technical
and practical recyclability to avoid confusion, maintain transparency,
and continue effective work towards measurable targets for materials
recovery and waste reduction. Claiming 100 per cent recyclability for
an item that will only be recycled if the consumer must go out of their
way to access a solution is a mismatch, as consumers only understand
practical recyclability, not technical.
Practical recyclability should be the only way we use the word recy-
clable. Everything else is confusing and misleading to consumers and
even law makers, who are not waste management experts. Producers
need to either focus on moving into reusable or recyclable packages
with value to recyclers and produce highly separated material with a
strong end-market, or pay the cost to collect and process them.
Technical upgrades are not a silver bullet, but a fantastic start to better
resource management. Providing individuals the choice of products they
can actively keep in the materials economy requires clear and practical
definitions. To that end, organisations that endorse recyclability, such as
governments and industry coalitions, should demand proof
that recycling is actually happening, in practice and
in scale.

| 80 | Packaging Europe
TWO DAYS OF INDISPENSABLE DISCUSSION
IN THE EUROPEAN GREEN CAPITAL 2020

We’re bringing the value chain together for an interactive

forum to examine new opportunities and explore how we
can connect the dots.

Join us for the Sustainable Packaging Summit, featuring the

Sustainability Awards 2020.

October 2020 Lisbon