BRANDS TALK SUSTAINABILITY: EXCLUSIVE M&S AND COCA-COLA INTERVIEWS WHAT ARE THE DEFINING TRENDS OF 2018? SERIALISATION PERSPECTIVES MINIMALIST ...
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VOLUME 13.1 – 2018
BRANDS TALK SUSTAINABILITY:
EXCLUSIVE M&S AND COCA-COLA INTERVIEWS
WHAT ARE THE DEFINING TRENDS OF 2018?
SERIALISATION PERSPECTIVES
MINIMALIST DESIGN: THE POWER OF SILENCE
INTRODUCING THE DIGITAL NOMAD
Cover image © Mehmet Gözetlik
VOLUME 13.1 – 2018
Head of Content Senior Account
Tim Sykes Managers
Kevin Gambrill
Editors Jesse Roberts
Elisabeth Skoda
Libby White Account Manager
Dominic Kurkowski
Head of Studio
Gareth Harrey Executive Assistant
Amber Dawson
Art Editor
Paul Holden-Abbott IT Support
Syed Hassan
Advertising Coordinator
Kayleigh Harvey Data Manager 3 Editorial Tim Sykes
Andrew Wood 5 M&S Interview Are we looking at a one-polymer future?
7 2018 Predictions This year’s defining trends in CPG and
retail packaging
14 Smart Manufacturing Automation perspectives
17 Innovation Spotlight Pont brings twist to cap design
Packaging Europe Ltd 18 Coca-Cola Interview Inside the new sustainability plan
Part of the Rapid News Communications Group 20 Pharmapack The future is now
Alkmaar House, Alkmaar Way, Norwich, Norfolk, NR6 6BF, UK 23 Bostik What if hotmelt adhesives could bring comfort and
safety in your plant?
Registered Office: Carlton House, Sandpiper Way, 25 Smurfit Kappa On-shelf differentiation in advance
Chester Business Park, Chester, CH4 9QE. 28 Bioplastics EUBP Conference review
Company No: 10531302. 31 ADF/PCD Paris Counting down to the next edition
Registered in England. VAT Registration No. GB 265 4148 96 33 Prosweets Sweet solution
35 Ipack-Ima Ipack-Ima returns with new vision
Telephone: +44 (0)1603 885000
Serialisation
Editorial: editor@packagingeurope.com 36 The countdown to FMD
Studio: production@packagingeurope.com 37 Leveraging serialisation
Advertising: jr@packagingeurope.com, kg@packagingeurope.com 38 The CMO point of view
40 Serialisation as driver of digital transformation
Website: www.packagingeurope.com 42 A driver of digital transformation
Facebook: www.facebook.com/PackagingEurope 44 Pouches Standing-up to market pressures
Twitter: www.twitter.com/PackagingEurope 47 Form-Fill-Seal Forming the future
49 Packaging Innovations Looking ahead to the UK’s
largest show
54 Zecher Zecher’s close cooperation with
machine manufacturers
56 Inspection Keeping an eye on the line
© Packaging Europe Ltd 2018 60 Minimalism The power of silence
No part of this publication may be reproduced in any form for any 62 Innovations Warsaw Every pack is important
purpose, other than short sections for the purpose of review, without 63 Squid Ink All around printing expertise
prior consent of the publisher. 69 Cosmopack Held in conjunction with Cosmoprof
ISSN 2516-0133 (Print)
Worldwide Bologna
ISSN 02516-0141 (Online) 72 Digital Nomad Happy new opportunity!
Tim Sykes
EDITOR
AS
the calendar turns over to January it’s habitual to gaze inquisitively Meanwhile, the clock is ticking as the EU’s Falsified Medicines Directive
at the year ahead. In the following pages an array of packag- comes into force in 2019, with the pharmaceutical supply chain still in varying
ing people make their predictions about driving trends across states of readiness. We present a series of perspectives on serialisation: from
consumer packaging in 2018. To add my own forecast, it may shock none of practical advice on how to achieve compliance to exploring the opportunities
you to suggest that sustainability will again dominate the agenda. Packaging for pharma companies and CMOs to harness their investments in connectiv-
waste, and specifically plastic waste, is in the socio-political crosshairs as never ity to add business value. In addition, we share the latest trends in pouches,
before, and it seems as though a consensus may be crystallising (driven both form-fill-seal technology, innovations in inspection, speak to the planet earth’s
by populism and reasonable concern about a grave problem) that SOMETHING most passionate advocate of minimalist design Mehmet Gözetlik, and review
SERIOUS OUGHT TO BE DONE. As an industry, it’s important to state the case for the dizzying pace of progress in smart manufacturing as exhibited at Rockwell’s
packaging and point out the dangers of kneejerk reaction – but also to ensure latest Automation Fair.
we are engaged in joined-up and innovative solutions to the waste problem. Last but not least, I’m delighted to introduce our new, star columnist Richard
Long-term, holistic solutions to the packaging waste and ocean litter will in Askam – one of the brains behind the groundbreaking Share a Coke campaign
fact be a special focus in Packaging Europe throughout the year. We’ll be giving a and the world’s leading commentator on the disruptive influence of digital print
platform to the voices that matter on this subject, facilitating a dialogue between on labelling and packaging. From now on you’ll find Richard on the back page of
industry and its critics, and shining a light on the innovations in technology and Packaging Europe, doing his own future-gazing and challenging industry to seize
systems that can make a difference. Our 2018 Sustainability Awards, scaled up the massive opportunities presented by technology.
and with an eminent, independent judging panel, will complement this. We’ll be back with the next edition of Packaging Europe magazine in March.
Sustainability features heavily in this month’s edition of the magazine. We In the meantime, keep in touch with the latest developments and innovations by
review the recent European Bioplastics conference, where biodegradability was subscribing to our newsletter and connecting on Twitter.
much in discussion as an answer to the packaging problem and global brand
owners presented their strategies. We also have exclusive interviews inter- Tim Sykes
rogating the household names Coca-Cola and Marks & Spencer on their latest ts@packagingeurope.com
sustainable packaging plans. @PackEuropeTim
© Mehmet Gözetlik
Mehmet Gözetlik discusses his minimalised brands on page 60
Packaging Europe | 3 |
SUSTAINABLE RETAIL
ARE WE LOOKING AT A
ONE-POLYMER FUTURE?
The international retailer Marks & Spencer has earned a reputation for proactivity in its sustainability policies. In
2007 the business launched a 100-point sustainability plan, dubbed ‘Plan A’, which over the ensuing decade
has seen simplification of the types of plastic used in its private label packaging, removed microbeads from its
products, introduced a charge on plastic carrier bags, and optimised packaging – resulting in a reduction in
packaging materials in 140 snacking products. Its latest iteration, Plan A 2025 steps up the ambitions,
including the One Polymer Road Map and a target that 100 per cent of its packaging is widely recycled.
Tim Sykes spoke to M&S’s Kevin Vyse (senior technologist, Food Packaging, and Circular Economy Lead) about
the company’s approach to sustainability in packaging and the implications of the latest goals.
T KV
IM SYKES: We use packaging smartly to ensure products stay fresh for longer.
How does M&S assess and manage the trade-offs in environmental For example, 1gm piece of film can double the life of a cucumber,
performance, such as between overall product footprints (including food apples and bananas and 5gms of plastic can ensure that a piece
waste) and the hot question of packaging waste? of meat greatly improves the quality of the product. By keeping food fresher for
longer, customers throw out less food.
K
EVIN VYSE: However, we recognise the enormous challenges, that the current approach
We look holistically at everything we do – across our operation, our supply to plastic use globally is causing and see that we have an important part to play
chains and of course when our customers come to remove packaging in preventing the leakage of plastic into the environment. We’ve already taken
and use our products. This includes designing our products and packaging that action in a number of areas – from introducing the 5p carrier bag charge, and
underpin the creation of a circular economy in the markets we serve. removing microbeads from our products significantly ahead of legislation, to
reducing the amount of packaging we use. For example, we have saved 75
TS
Given the current heat on plastics in general, how does M&S tonnes of packaging annually by redesigning the packaging for our 140 snack-
perceive and respond to public pressure that might not be ing products and will continue to innovate to optimise our packaging design.
informed by a rounded understanding of the role of packaging and We know there is more to do – that’s why we’ve set a bold target to make all
unintended consequences? our packaging ‘widely recyclable’ by 2022, as part of our zero-waste ambition.
Packaging Europe | 5 |
SUSTAINABLE RETAIL 2018 TRENDS
DEFINING 2018
Packaging Europe canvassed opinion on the trends and technologies that will characterise CPG and
retail packaging over the coming year. A diverse group of industry authorities passed around our crystal
ball. Here is what they foresaw.
We’re working with policy makers, fellow retailers, manufacturers, local more organisations taking an interest in the future of biopolymers and this will
authorities, the recycling and plastics industry, WRAP and the Ellen MacArthur continue to increase.
Foundation to develop scalable solutions to prevent the leakage of plastics into
TS
the environment. The objective of simplifying down to the use of a single
polymer is perhaps the most eye-catching aspect of the M&S
TS
Is there merit in considering the proposition of replacing plastics packaging material strategy. Given your diverse range of
wherever this is viable from a holistic point of view? products and associated packaging applications, it must be a challenge to
find a single polymer that efficiently delivers all of the necessary properties
across rigid and flexible formats. You have previously remarked that the
KV
We are always looking into new ways to package products but our selected plastic is likely to be a new structure. What are the prerequisites
focus is on making the plastic as light as possible whilst improving of this polymer?
overall collection and recycling.
KV
Plan A 2025 sets a bold new goal to be a zero waste business across all that We’ve already worked hard to reduce the number of plastics we
we do – our operations, our supply chains and of course when our customers use in our food business – and now just use three. Our ambition
come to remove packaging and use our products. This includes designing our is to look at the feasibility of making all M&S own-brand plastic
products and packaging to underpin the creation of a circular economy in the packaging from one polymer group, which will help maximise the use of
markets we serve. recycled content.
By 2022 all M&S product packaging in the UK that could end up with our The polymer needs to be able to be blow moulded, extruded or formed. PET Steve Adams, managing director at James Cropper Simon Edwards, VP sales and marketing at Tonejet
customers will be not only ‘recyclable’, but ‘widely recycled’. To achieve this, we already plays a part in our packaging inventory and so it’s a close contender
will actively collaborate with others to bring about changes in local government for the role as a single. However, there are some exciting developments in the
recycling policy. By 2022, we will also assess the feasibility of making all M&S pipeline that may perform better than PET, PEF (polyethylene-furanoate) being Sustainability continues to drive innovation cessing them at our plant and using the resulting high quality material to create
L
plastic packaging from one polymer group, which will help maximise the use of one of them. We know that by 2022 there’ll be two pilot plants running PEF. ess is More! There is a clear trend due to the need for sustainable packag- their iconic yellow shopping bags – a unique, closed-loop solution. Arrange-
recycled content. We’re looking at all these options too. ing as well as cost efficiency to optimise packaging materials without ments like this help businesses to enhance their brand value by demonstrating
compromising food and beverage products. Also the developments of more their commitment to sustainability, while upholding their premium appeal.
TS TS
We were both present at the European Bioplastics conference this year, Is there a role for other stakeholders to play in the specification efficient conversion rates and packaging equipment offers many options now
where advantages of bioplastics as a sustainable packaging substrate of the ‘super-polymer’? Do you see an opportunity to multiply the to reduce energy use during the packaging process. Using fewer materials and Steve Adams, managing director at James Cropper
were discussed in much depth. What do you consider the roadblocks? impact of simplification with cross-industry implementation? less energy during packaging production, for higher performance packaging
materials without compromising packaging integrity is key. Direct to shape
KV KV
Bioplastics are traceable and allow retailers to provide greater Absolutely. In fact, we are already collaborating around R&D with a Meanwhile, moves to make it easier to recycle flexible packaging will be a key Direct-to-shape digital printing for packaging has generated some of the most
visibility of the supply chain. With cheap fossil fuels in the mar- number of groups. This project is a great example of how collabora- driver. Advancing a circular economy in flexible packaging is a clear trend as well interesting and thought-provoking discussions over the last 12 months, and it’s
ketplace, scalability has been a challenge. However, we’re seeing tion is vital for the circular economy. as a challenge: keeping food and beverages arriving fresh to our tables implies certainly one-to-watch as we look ahead to growth markets in 2018.
increasing use of more sophisticated multilayer packaging solutions. Work in It serves two key market sectors in my opinion. The first being the mass
areas such as barrier adhesives and compatibilisers (offering producers the market where packaging is produced for the average consumer for average rea-
option to recycle their scraps) will be important elements in this drive. sons, but the need for small job runs is still an issue due to segmentation or prolif-
eration of the variety of images or languages required on the product packaging.
Carolina Gregorio, lead marketing manager for Food Packaging at DOW Europe Digital printing is used in this case to free up valuable packaging real estate and
produce variations of the same package for different markets or regions. The
Upcycling second market sector for direct-to-shape is speciality applications. This is when
With the luxury market forecast to grow and the sustainability agenda quite brands utilise the capabilities of digital printing to produce packaging for promo-
rightly high in society’s priorities, we expect ‘upcycling’ to take the spotlight as tional or event-based activities. The objective of these activities is to bolster the
something that combines the environmentally friendly with the premium. For brand rather than generate huge amounts of revenue. It’s an opportunity to grow
example, we’re collecting used cups from Selfridges’ food hall and offices, pro- or maintain market share through brand awareness, often strongly supported by
| 6 | Packaging Europe Packaging Europe | 7 |
2018 TRENDS
Bert Schoonderbeek, managing director, Contiweb Erich Hoch, EVP and CEO, Jabil Digital Solutions
resulting social media conversations and, in 2017, we’ve seen more and more modular inline platform that can be easily adapted should be the key investment
brands realise the value in this activity and create their own campaigns. for printers who need to meet future changes as market demands become
What’s exciting about the year ahead for direct-to-shape is that the technol- increasingly tough.
ogy being developed for this area is really coming into its own. Until now, we’ve
seen companies talk about direct-to-shape machines for aerosol cans, plastic Bert Schoonderbeek, managing director, Contiweb
tubes, glass cylinders and beverage cans with some claiming to be able to do
it all. While that may be technically possible, in reality the cost base may not Brand brilliance at the intersections
make it financially viable. Therefore, we’re now seeing machine manufacturers By now the industry is familiar with major trends such as digitisation, multi-
focus in on one dedicated application for their technology as the market starts to channel retail and sustainability. For example, there are ample opportunities to
settle. The challenge now will be for these companies to put their hypotheses for innovate more secure closures and improve package strength to avoid leakage
these machines’ capabilities into the hands of actual brands and start producing and breakage during shipping that would most definitely have a negative effect
real products. This requires some creativity on the part of the manufacturer to on the end user experience.
get their first machines to market! But overall, 2018 will be a time for clarity Many players are quickly adapting their packaging strategies to address these
around these solutions. There will be a real focus on market viability for both familiar trends. Less obvious, however, are the unique opportunities for what
the user and the consumer and it will be a time for these platforms to prove Jabil calls “brand brilliance” at the intersections where these trends converge.
themselves. Once this has happened, it will lead to a really exciting time for the For example, most brands recognise that online retail outlets are among the
sector because the manufacturers can then branch out again, applying their growing number of alternative channels to conventional brick-and-mortar stores.
new technology to other applications where it can innovate the supply chain and But digitisation offers more than an online storefront or mobile app to shop for
consumer experience once again. the same products we can find on a store shelf. It also allows innovative new
packaging to leverage ubiquitous connectivity to spark interactions with other
Simon Edwards, VP sales and marketing at Tonejet consumers, retailers, products and brands.
Similarly, the versatility of plastic packaging may seem to run counter to the
Hybrid print technology rising interest in sustainability. But in many cases, brands are finding unique
In 2017 we saw that the world of flexible packaging is further diversifying: while solutions precisely where these two trends converge. Many are answering
digital printing is becoming more important, however, for wider web applications, the call for more sustainable packaging by making more use of advanced
it is still a costly way of printing. Printers and converters face growing pressure to biodegradable and recyclable polymers to allow consumers to feel good about
slash costs, cut turn-around times and deliver premium print quality, while brand their product and packaging choices while enabling brands to tap all the creative
owners want to make regular changes without incurring the expensive set-up and practical benefits that plastic materials have to offer.
costs associated with flexo and gravure. To be able to meet their customer’s
demands and high expectations for print quality, flexibility and sustainability, Erich Hoch, EVP and CEO, Jabil Digital Solutions
printers and converters are discovering the many benefits of using web offset for
packaging work. Pack-vertising
We predict that over the next few years, hybrid technology will become the I predict an increase in ‘pack-vertising’, where product labels are used as a core
industry standard. Printers will want to combine all the benefits of web offset part of the marketing message. This is increasingly important when there is
with the inherent advantages that flexo, gravure and digital can offer, so a continued pressure on marketing spend – as has been the case in recent years.
| 8 | Packaging Europe Packaging Europe | 9 |
2018 TRENDS
Ken Chrisman, president of Sealed Air’s Product Care division
Meanwhile, lead times will continue to shorten. At present, most digital ping costs low without letting temperatures rise? As food manufacturers and
printing companies can offer very quick turnaround of work. However, these retailers test the waters of food e-commerce operations, commercial validity is
have tended to be small jobs and have not really impacted the general industry paramount. To help assure this, a combined primary and secondary packaging
wide accepted norms. I predict this changing, as more companies install high operation is fundamental.
productivity inkjet digital devices, used for longer runs. The digital e-commerce As a result, more stringent industry standards and regulations will be required
model, allowing simple on-line ordering and quick delivery, will spread to the to help ensure food freshness and protect consumers. It will be vitally important
wider market. that businesses track these updates and proactively look for solutions that can
help with the transport of fresh goods.
Bui Burke, senior VP Sales, Screen
Ken Chrisman, president of Sealed Air’s Product Care division
Brand experience in every box
With more products being sent directly to homes, the visual and tactile impacts Style & substance
inside a delivery can be a powerful selling point for brands. Logos, photos, and With online sales continuing to rise year-on-year and less ‘bricks-and-mortar’
illustrations can be printed on the protective packaging materials or directly shops, the onus is on businesses to take a two-pronged approach - incorpo-
on the shipping box or mailer, which can help deliver a brand experience that rating both substance and style into packaging to create a superior customer
connects with consumers and further communicates how that brand value is experience at home.
enhancing their lives. Putting in place pioneering void fill and cushioning solutions should be the top
In this way, custom packaging design can reinforce the mission and lifestyle priority as it can make a remarkable difference – not only in terms of ensuring
of a company, as well as the lifetime customer value. As companies discover products arrive in perfect condition, but also by speeding up the packaging pro-
more about their customers, both their shopping and unboxing experiences will cess, optimising overall efficiencies and improving sustainability by minimising
become more personalised. the amount of packaging used overall.
Meanwhile, as the needle moves ever higher on the consumer instant At the same time, creating a memorable first impression when a package
gratification meter, the expectations among online shoppers for speedy, precise, arrives is now more important than ever before as nearly 40 per cent of the
damage-free deliveries have never been greater. In response, retailers are apply- British public admit that colour is the most appealing feature of packaging, while
ing pressure throughout the supply chain to deliver products faster and more a quarter say that imagery caught their eye the most. This will no doubt fuel
efficiently. Manufacturers are feeling the added pressure of having to make the growing popularity of personalisation in packaging as firms battle it out to
direct deliveries to customers to help reduce retailers’ inventories. This will only achieve that all-important ‘wow’ factor.
accelerate in 2018. Retailers want to avoid pallets and ensure that products are
ready to be shipped at a moment’s notice – and by manufacturers ideally. This Jason Poxon, packaging technologist at Antalis
will require a wholesale re-working of manufacturers’ business models.
The sweet spot for fresh goods delivery packaging is difficult to hit. How Active & intelligent
much packaging does it take to maintain proper temperatures, and how much Whether at home, work or during our leisure activities, we are seeing an increas-
wiggle room (i.e. hours spent in the back of a delivery truck from processor to ing amount of technology penetrate our lives. A few years ago, it looked like
retailer, or unprotected from the elements at a front door) can any box, bag, or NFC technology was on the verge of revolutionising the packaging industry and
cooler handle? How can processors and retailers keep material and ship- making that ‘smart’ as well, but then the initial hype began to fade away.
Packaging Europe | 11 |
2018 TRENDS
Now the buzz is back and 2018 seems set to be the year when smart packag- Minimalism & transparency
ing finally starts to reach beyond simply being a ‘cool idea’, and moves closer to Aiming for packaging designs that enlighten consumers’ purchase decisions,
becoming an everyday reality. brands will reject approaches that offer too much or too little as they can leave
There have been some interesting NFC campaigns such as the US-based shoppers more confused than informed.
snack company, Frito-Lay, which launched limited edition crisp packets during Today’s consumers are more informed than ever; however, brands are in real
the Super Bowl. The ‘Party Safe’ bag came with a built-in alcohol sensor which danger of being rejected if consumers feel overloaded with information, leading
acted as a simple breath analyser, encouraging people to then act responsibly to the questioning of provenance, authenticity, and transparency. The ‘essential-
and tap their smartphone to the NFC technology in the bag and summon an ist’ design principle bridges the divide between not enough and just enough of
Uber ride to take them home. what’s essential for consumers to make an enlightened and confident purchas-
These market trials, have generally been applied to niche, low volume ing decision. Brands must bring the next generation of clean label to packaging
marketing campaigns or premium products due to the additional cost of embed- design to provide a moment of calm and clarity for shoppers in an increasingly
ding the NFC technology. In some cases, this was because a power source was hectic retail environment.
required for standalone operation and printed batteries are still relatively expen- Meanwhile, bbrands will look to contemporary packaging formats to help
sive. Yet even in its simplest form, where the energy to operate is harvested from reinvigorate the centre-of-store aisles less visited by younger consumers.
the smartphone signal, the cost is still considered too high for integration into Young shoppers are increasingly ‘shopping the periphery’, visiting the
high volume FMCG. fresh and chilled aisles around the store perimeter and turning their backs on
Even as volumes increase, with corresponding decreases in price, a processed, ambient, and frozen offerings in the centre of the store. The use of
change in approach is required. The SCOPE project aims to help develop transparent materials, contemporary design, recyclability, or unique shapes can
new processes to manufacture devices with “costs of less than one cent help draw in younger consumers to the store centre, making it as appealing as
per NFC tag.” Can this be achieved? New technologies and processes are the burgeoning perimeter to younger consumers.
now emerging that will bring significantly lower costs, not just innovation in
integrated circuits which form the brain of the tag, but also how the antenna Benjamin Punchard, global packaging insights director at Mintel
and tag are assembled. These are exciting times. Low cost NFC technology
will become a reality in 2018 – finally making smart packaging economi- The on-trend colours from 2018 into 2019
cally viable for FMCGs. As far back as 2014, while working on ColorForward 2016, we began to see
consumers becoming more introspective and even a little fearful about what
Gillian Ewers, VP marketing, PragmatIC was happening in their world. That gloominess, reflected in colours that were
muted, softer, darker and even ambiguous, has persisted. Although the palette
heading towards 2019 is still toned down and more than a little grey, we see in
it a growing sense of resolve and determination to find ways to live happily in our
increasingly technical world.
Trends to look out for include:
• ‘Do not disturb’ – this pastel palette is serene, soft, and minimal, though
all but one have a dusty cast that quiets them even further.
• ‘CTRL+F’ – this story is more fearful, focusing mainly on the apparent
loss of control and is represented by ambiguous, enigmatic, and contrasting
colours – both light and dark, solid and transparent, with two of the five
including a glitter effect.
• ‘Made in Human’ – in our increasingly technical world, we can still take some
comfort and pride in the things that make us uniquely human. One of the colour
chips is made by 3D printing – a canvas-beige with a brush stroke of purple
symbolising the human creativity in this machine-made artefact. Others include,
‘One face, one human race’ that is a totally random combination of several
colours, making every chip is unique, and yet all are part of the same family.
• Umswenko – celebrating the energy and optimism of the 1.1 billion
‘Afrillenials’. The colours chosen to represent this trend are not stereotypically
African; the brightest of the ColorForward 2019 palettes, yet somewhat toned
down, such as the apricot orange ‘Tribeat’ and the jade green ‘La Sape’.
Gillian Ewers, VP marketing, PragmatIC
Judith van Vliet, ColorWorks® designer and a leader of the ColorForward team
| 12 | Packaging Europe
SMART MANUFACTURING
AUTOMATION PERSPECTIVES
Furthermore, to better connect industrial producers with expertise outside to deliver a swathe of real-time interaction – immersive and hands free. Mr
their production environment, Rockwell offers OEMs cloud-based machine McDermott suggested that future R&D is likely to build further added value onto
analytics combining real-time with historical insights into how their equipment is this platform, with extensions including linking to spare parts inventory.
operating, meaning they can collaborate with customers to help reduce down-
time. At the enterprise level, companies can use the IDC as an IaaS offering or Packaged goods
as a private, on-premises cloud platform. FactoryTalk Cloud, a public, remotely Another change since 2015 has been in Rockwell’s own attitude to the market-
“Good things happen when we combine the potential of automation with the imagination of people,” remarked administered cloud platform powered by Windows Azure, helps monitor remote place. “Previously segments would produce products and then work out where
Blake Moret, president and CEO of Rockwell Automation, speaking at the opening of the 2017 edition of the assets, meaning that OEMs can efficiently monitor and support machines after to apply them,” explained Mike Wagner (global OEM business manager). “Last
they are deployed with customers. year we made a so-called ‘pivot to industry’, a shift to verticals. Under our new
annual Automation Fair in Houston. There’s a consensus around the industry that this was a year in which the
approach business plans for key markets, including CPG, are built around trends
smart manufacturing delivered on many of its promises of ‘good things’. Tim Sykes reports. Digital design and mixed reality and demands. Macro trends are tracked and translated into a tech roadmap,
A key tenet of the digital transformation vision is the principle of design and informing our R&D focus.”
operation as a circular process. In machine production digital design uses The pivot also means becoming more engaged in the production challenges
a digital twin to test, validating designs and concepts before production. of the key markets, as exemplified by Rockwell’s experience with new customer
AS
the triennial preeminent event in the packaging calendar, interpack devices. The key advance here is in a move from descriptive and diagnostic ana- Machine builder libraries now enable a drag and drop approach rather than Kraft Heinz’s ORE-IDA (a leading North American French fry brand). “We helped
always serves as a snapshot of shifts and developments in the lytics – the ‘what?’ data that requires user interpretation – towards an advanced writing code. This drastically accelerates the process. Meanwhile, the use of ORE-IDA produce a rigorous business plan that proved the returns that justified
industry. Returning to Düsseldorf in May, I was struck by the sea- analytics using tools that look for trends, leveraging models, machine learning digital pilots enhances value streams with asset management, enterprise risk investment in modernisation of one line,” Mr Wagner continued. “The optimisa-
change in smart machinery capabilities across packaging and CPG since 2014. and artificial intelligence. and operational productivity. tion resulted in significant reduction of flow disruption, increased product yield,
It was as if Industry 4.0 had moved from future tense to present tense. A similar FactoryTalk analytics encompasses data ingress, data visualisation and data On the Automation Fair show floor two solutions stood out among the 140 and reduced variation and scrap. This value has allowed for subsequent invest-
sensation of time travel characterised my return to Rockwell’s Automation Fair orchestration, in other words, blending data to offer insights. Perhaps the single exhibits as examples of the opportunities for packaging. The first was a Cama ment in further line optimisation.”
two years’ after my last visit. most impressive solution on display at Automation Fair was the customisable, packaging machine using digital twin visualisation, offering enhanced predictive Becoming more market- and less solution-orientated inevitably involves
Where in 2015 in Chicago there had been extensive discussion of the need user-friendly interface of the platform. maintenance, covering metrics such as torque, heat and revolutions. Through speaking more fluently in the language of selling value. “This is what automation
for manufacturers to rapidly acquire IT specialists with the skills to collate and This is the fruit of Rockwell’s ‘Project Scio’ – an initiative to devise ways a HoloLens interface one can step inside the machine, interrogate and control solutions are about,” remarked Mr Wagner. Smart sensors are about managing
interpret data from connected devices, recent innovations seem to have allevi- for businesses to create their own tailored analytics apps. “It’s possible to each element. As managing director Billy Goodman remarked, in the past when efficiency, for example measuring the degradation of a process. If a machine
ated these industry anxieties. create an ad hoc ‘storyboard’ containing actionable information for each user,” efficiency has gradually declined it hasn’t always been noticed. With today’s can send a message about a blockage, or better still automatically blow a puff
explained Mr Kulaszewicz. “The dashboard is active, meaning the user can drill toolkit it’s possible the operator is more intimately connected with the nuances of of air to clean it out, this can prevent a stoppage or eliminate the need for costly,
Powerful analytics down and query information. However, it’s not necessary to build a new dash- performance – delivering increased efficiency, flexibility and speed. permanent air flow.”
Speaking at the Automation Perspectives conference, Frank Kulaszewicz, senior board to access a piece of information: intelligent search functions enable the Secondly, Bradman Lake’s president Ian McDermott introduced the innovative Today’s demographic changes are driving lots of trends – including healthier
VP, Architecture & Software Division, Rockwell Automation, set out his vision of user to quickly access ‘orchestrated’ data, e.g. ‘sum of energy by machine’.” machine builder’s latest independent motion side load cartoner, featuring full foods, convenience, freshness, single-serve and ethnic offerings – that together
the digitally transformed enterprise, whose digital information thread provides The ability to mash up and simply present multiple internal and external ethnet/IP architecture for ControlLogix controllers, Kinetix 5500 servo drives, spell out a proliferation of SKUs, requiring adaptive lines and faster changeovers.
context and critical insights enabling action to improve performance. data sources looks like a game-changer. So does FactoryTalk, as a tool that PowerFlex variable frequency drives and PanelView HMIs. Guided pockets This can only continue to drive demand for scalable solutions bringing about
A key tool in this endeavour is the FactoryTalk platform: a powerful but easy to presents the crucial real-time and aggregated information needed by man- are individually controlled using iTRACK, and with internal collating additional digital optimisation of manufacturing in the food and beverage market. Given
use analytics tool that enables businesses to take decisions closest to the source agers from machine operator and plant manager to the senior management robotics are not required by this footprint-shrinking solution. Meanwhile, it offers the pace at which smart technologies are advancing, it’s scary to imagine where
of data. The FactoryTalk platform provides scalable analytics, open to partner at enterprise level. mixed reality machine intelligence, using FactoryTalk, Shelby and HoloLens we’ll be in another two years.
| 14 | Packaging Europe Packaging Europe | 15 |
INNOVATION SPOTLIGHT
PONT PACKAGING BRINGS
TWIST TO CAP DESIGN
Leading glass and plastic container packaging specialist, Pont Packaging has launched an innovative
new infusion cap system which adds a subtle design twist to the packaging and presentation of bottled
sports nutrition products such as energy drinks and supplements.
S
tephen Compson, CEO Pont Europe group, explains to Packaging Europe the PCO1810 neck finish and can easily be adapted to fit any other neck size.
the TWINCAP development resulted from a combination of discussions The cap is made in PP, which makes it easily recyclable for an environmentally
with its key customers and an understanding of the need to innovate in responsible approach.
the dynamic VMS market. He comments, “We saw a strong demand for the TWINCAP also guarantees a perfect product integrity thanks to its double
dosing of vitamins into liquids and have developed a quality dosing system with Tamper Evident security band and can be offered in any colour to match corpo-
an attractive design to address consumer needs.” rate or brand identities.
Premixed liquid vitamins rapidly lose their potency. “TWINCAP overcomes Mr Compson concludes, “Our knowledge of the vitamins market and the
this problem with a fresh infusion of full strength vitamins just prior to consump- close relationship with our customers within this sector allowed us to clearly
tion,” Mr Compson shares. “We believe it will be attractive to athletes as well as identify a need for a consumer oriented and functional solution for a vitamins
recreational drinkers since TWINCAP can also be used for fruit concentrates, and mineral infusion system.” This has resulted in a cost effective, easy-to-use
syrups and diet drinks.” and multi-functional solution which brings a refreshing dimension and attractive
The brand new TWINCAP system primises greater and improved shelf appeal design to the market.
compared with existing solutions. A simple twist of
the top cap activates an internal cutting technique
which breaks the liner seal enabling the chamber
contents to fall into the bottle. One simple shake
of the combined contents ensures the mixed drink is
immediately ready to consume.
Its 7ml chamber can accommodate granules,
powders or liquids and the induction heated seal keeps
the product fresh. The current TWINCAP product fits
| 16 | Packaging Europe Packaging Europe | 17 |COCA-COLA
PATHWAYS FORWARD
INSIDE COCA-COLA’S SUSTAINABILITY PLAN Joe Franses, vice president, Sustainability, Ulrike Sapiro, director of sustainability,
Coca-Cola European Partners Coca-Cola Western Europe
The Coca-Cola Company in Western Europe and Coca-Cola European Partners have launched a first ever You have had high-profile usage of both recycled plastic We’ve also made significant investments in energy efficiency and renewable
joint Sustainability Action Plan for western Europe, entitled ‘This is Forward’, setting out new commitments on and bioplastics. Are you coming to a view on the relative energy which have reduced greenhouse gas emissions related to our core busi-
merits and high-volume potential of these as alternative ness operations in western Europe in absolute terms by 42 per cent since 2010.
drinks, packaging and society. Developed through a consultation process encompassing 100 stakeholders, feedstocks? Our business will continue to grow and with continued investment in low-carbon
governments, NGOs and customers, as well as 12,000 consumers and a thousand of its own employees across Using recycled material in new bottles and cans keeps valuable resources in a technologies and renewable energy we are aiming to achieve an absolute 50
Europe, the plan sets respective targets of 100 per cent packaging collection and 50 per cent recycled content circular economy, encourages recycling and significantly reduces the carbon per cent reduction versus 2010 by 2025, irrespective of business growth.
footprint of our packaging. We believe that using both recycled PET and PET
for PET bottles by 2025. Joe Franses (vice president, Sustainability, Coca-Cola European Partners) and Ulrike made from bio-based, renewable material, alongside a lighter, fully recyclable What about deposit/return systems?
Sapiro (director of sustainability, Coca-Cola Western Europe) reveal the iconic brand owner’s packaging strategy bottle design creates the most sustainable pack. There are different collection, sorting and recycling schemes in place across all
to Packaging Europe. We led the way in introducing recycled PET into our packaging and brought the countries in which we operate. Some of these focus on household kerbside
PlantBottle, the first fully recyclable PET plastic beverage bottle made partially collection and recycling whilst others have well-established deposit return
from plants, to market with over 40 billion bottles worldwide. We are now leading schemes for beverage packaging. In some European countries, we’ve seen how
the way in Europe using more recycled PET than any of our competitors. deposit schemes can play a positive role and be an effective way to encourage
‘This is Forward’ sets out an aim to collect 100 per cent You also want to encourage consumers to play their We will continue to work with our suppliers and invest in the recycled PET the recovery of more beverage packaging.
of Coca-Cola’s packaging in western Europe. What part. What kinds of initiatives do you have in mind? value chain. By 2025 we aim to more than double the amount of recycled PET For a deposit system to be successful, however, it must work for all stake-
concrete steps and collaborations do you have in place We’re continuously trying to engage consumers to ensure that we keep them we use, so that 50 per cent of all the PET we purchase will be recycled PET. holders across the value chain, and be underpinned by a circular economy
to realise this? actively involved in the big issues facing society – and that includes packag- strategy. We are very keen to support the trial of well-designed deposit return
O
ur packaging is a valuable resource, so we are determined to do every- ing. We know that consumers have an important role to play in ensuring that Currently there is a strong media and political focus on schemes to understand the role they could play in increasing the recycling of our
thing we can to ensure that it does not end up as litter or in our rivers and our packaging is collected, sorted and recycled and does not end up as litter the problem of packaging waste, in particular plastic packaging and reducing litter.
oceans. All of our cans and bottles are already 100 per cent recyclable or in the oceans. With this in mind, we are using our business and our brands waste. Would you agree that it’s important to step back
and we have made considerable progress in the collection and recycling of our to inspire everyone to help us recycle and avoid litter. The ‘A Bottle Love Story’ and take a more holistic view of the product lifecycle, Is Coca-Cola actively working on boosting sustainability
packaging, but in many of our geographies in western Europe we still have a lot campaign in Great Britain is the first in a series of activities that aim to influence taking into account overall carbon footprint, and not through packaging innovations and processes?
to do, working with municipalities, industry partners and consumers, to ensure consumer behaviour around recycling and is a great example of what we would fixating solely on the issue of waste and recyclability? We want to go further, supporting innovation into new packaging materials and
our packaging is collected and recycled. like to do more of in the future. Yes, we believe it’s absolutely essential to take a holistic view and that’s why new ways to reduce the need for packaging and minimise waste. We believe
In all of our markets in western Europe, we are partners in local household We have also recently partnered with The University of Reading to trial a new ‘This is Forward’ also includes new carbon reduction targets - for both our own that collaboration is critical to help us meet the targets in our Sustainability Plan,
collection or deposit return schemes and we aim to lead the way in driving a initiative aimed at reducing the amount of packaging we use. The programme business and our value chain - which are fully aligned with climate science and so we work closely with our stakeholders to develop innovative new solutions to
step-change in packaging collection, especially in markets where recycling combines a new generation of smart Coca-Cola fountain dispensers, called have been validated by the Science Based Targets initiative (SBTi). shared problems. An example of this is the launch of a newly redesigned plastic
rates have stalled. This includes work with organisations such as Valpak in Great Coca-Cola Freestyle machines, with refillable containers that are micro-chipped Suppliers play a vital role in helping us deliver these goals, so we work bottle for our Abbey Well Spring Water brand. The ‘twistable’ design uses up
Britain, Citeo in France, and Ecoembes in Spain. We will also work with partners to interact with the dispenser technology, allowing students and staff to very closely with them and have a number of initiatives in place. Our ‘Carbon to 32 per cent less plastic, and carries a prominent ‘Recycle Me’ message to
such as Every Can Counts on recycling campaigns in Great Britain and with reuse their bottles. The goal of this initiative is to help students and staff across Challenge’, for example, is a three-stage program designed to encourage remind consumers that the bottle is recyclable. Its design also makes it easy for
Chaque Canette Compte in France. the university to reduce their personal packaging footprint. suppliers to make progress towards achieving their carbon management goals. consumers to crumple it down before disposing of it.
| 18 | Packaging Europe Packaging Europe | 19 |PHARMAPACK
THE
FUTURE
IS NOW!
PHARMAPACK
SHOWCASES EVOLUTION
& REVOLUTION IN
PACKAGING AND DRUG
DELIVERY
The comprehensive event programme for
Pharmapack Europe 2018 – the continent’s
dedicated pharmaceutical packaging and drug
delivery conference and exhibition – includes keynote
speeches from leading industry figures, a symposium,
educational workshops and learning lab. Together
these will explore regulatory changes and impacts,
challenges in packaging & devices development:
biologics, materials, sustainability and quality
consistency, and how new patient-centric innovations
in drug delivery will revolutionise lives and improve
treatment adherence. An innovation at this year’s
event, which takes place on 7–8 February at Paris
Expo Porte de Versailles, Paris, is the Start-up Pitch: a
unique opportunity for companies at an early stage or
pre-commercialisation phase to present their idea in
front of industry experts.
P
harmapack Europe is an essential event for industry insights and the
latest industry innovations that are reimagining the capabilities of
pharmaceutical packaging and drug delivery. One area that provides
opportunities and challenges is biologics, a growth area for the pharmaceuti-
cal industry both now and in the future with biologics representing 70 per
cent of drugs currently in development. Pharmapack Europe 2018 will include
keynote presentations on the key factors for successful collaboration on
pharmaceutical packaging development for biologics, speeches on integrated
| 20 | Packaging Europe Packaging Europe | 21 |PHARMAPACK SPONSORED
WHAT IF HOTMELT ADHESIVES COULD BRING
COMFORT AND SAFETY IN YOUR PLANT?
Health and safety at work is a major concern
for industrial companies with production lines,
striving to maintain the best working conditions
for their employees.
N
umerous risks for operators working on case sealing lines: falls, breathing
problems, back pain…
In partnership with its mother company Arkema, Bostik has launched Kizen is Bostik’s next generation hotmelt adhesive
Kizen, a brand new range of hotmelt adhesives dedicated to case sealing range for cardboard box & case sealing.
and cardboard packaging. Kizen is based on a water-white technology and offers ease of use and
This range has been designed to bring comfort, security and efficiency in strong bonds on case and carton sealing applications.
production plants. Thanks to its enhanced performances, Kizen offers comfort to all
In the EU, around one third of workers report they suffer from musculoskeletal industrial customers:
diseases and the main cause of this is the lifting of heavy loads. • Fast set speed to easily meet high output demands
With a weight of 12kg and the presence of a handle, our light weight Kizen • Broad processing window to withstand end-use temperature fluctuations
bag is fully compliant with European standards. It reduces substantially risks of • Thermal stability to prevent nozzle clogging
back pain and lessens efforts on shoulders and elbows when manipulated. 12kg
approaches towards the design of drug delivery platforms for biologics, and New for 2018 is the Start-up Pitch, offering non-commercialised companies the is 20 per cent under the weight limit stated by EU regulation that can be lifted in
case studies assessing delivery options for injectable biologics. In addition, opportunity to present in front of a start-up panel of experts and an audience ideal conditions by nine out of 10 operators.
patient-centric considerations provide new avenues of innovation in drug of industry professionals. The Start-up Hub and Start-up Pitch are organised in The flat shape of our Kizen pellets also reduces the risk of slips of
delivery solutions. Sessions will be dedicated to innovations in packaging that collaboration with Early Metrics, the pan-European rating agency for start-ups operators who might step on it if spilled on the floor. Learn more about Kizen: www.bostik.com/kizen
improve patients’ lives, identifying new areas of opportunity in designing the and innovative SMEs, assessing the potential growth of early stage ventures by With Kizen, our customers guarantee their operators a cleaner atmosphere
Eurofound – European Foundation for the Improvement of Living and Working,
future of drug delivery packaging, and practical solutions to help stakeholders analysing a company’s non-financial metrics. thanks to the absence of carbonisation, lower
innovate in this area. odour and less fuming.
“The pharmaceutical packaging and drug delivery industry is at the crest
Conditions European Working Conditions Survey (EWCS) 5., 2010.
of a new wave of innovation and opportunity. We have developed an extensive
programme for Pharmapack Europe 2018 to provide the industry with insights
from leading industry experts, practical guidance and workshops on challenges
and opportunities, and networking and collaboration opportunities through our
International Meetings Programme to enable visitors to share knowledge and About Bostik, an Arkema company
experience to drive business forward,” said Anne Schumacher, brand director,
Pharmapack Europe. “Following on from the success in 2017 we are also Bostik joined Arkema in February 2015. Its adhesives can be found
continuing to provide focussed support for new companies through our Start-up almost everywhere. From cradle to grave, from home to office, from food
Hub and Start-up Pitch programme. This unique programme provides the lead- to transport, our bonding systems are used in countless applications. Our
ing opportunity in Europe to directly meet and discuss business opportunities products might be subtle but their impact is profound: contributing to a
with international pharmaceutical and biopharmaceutical companies. A limited safer, more flexible, efficient and responsive world.
number of spaces are still available.” Bostik is one of the largest adhesive and sealant companies.
The 2018 Start-up Hub will showcase young companies as being amongst Worldwide, we employ some 5,000 people in 50 countries across five
the most innovative in the industry. Companies in the Start-up Hub will benefit continents. Our customers come from diverse markets, most notably the
from increased access to potential customers, partners and investors at industrial manufacturing, construction and consumer sectors.
Pharmapack Europe 2018 from which to forge new and lasting relationships.
| 22 | Packaging Europe Packaging Europe | 23 |DIFFERENTIATION
ACHIEVING ON-SHELF
DIFFERENTIATION IN ADVANCE
Arco Berkenbosch, vice president of innovation and development, Smurfit Kappa, explores the science
behind shelf impact with Tim Sykes and shares insights from the whitepaper ‘Marketing on the shelf
- exactly how in control are you?’ commissioned by Smurfit Kappa. He also discusses the forward-
thinking ShelfSmart service, designed to reveal how packaging will perform on-shelf before it is made.
T
IM SYKES: and eye-catching packaging solutions. ShelfSmart is designed to give your
Smurfit Kappa has been something of a pioneer in putting the science packaging more selling power. Each Experience Centre is fully equipped with
into shelf impact with the introduction of ShelfSmart. What technologies a Shelf Viewer tool which has an interactive touch-screen database of nearly
are involved in helping customers fine-tune their packaging? 100,000 images from a variety of actual retail shelves around the globe. From
these insights and customer understanding, we design new solutions and
A
RCO BERKENBOSCH: use pioneering technologies like the Store Visualiser to enable customers to
Having the right combination of data, insights and tools helps create see what their packaging will look like in store. Most importantly, we conduct
the optimal packaging solution. That’s why we have a suite of ‘Smart’ research with shoppers to learn which performs best across a number of areas
services, SupplySmart, eSmart and ShelfSmart, to deliver innovative, efficient – brand impact, visibility and sales growth to name a few.
Packaging Europe | 25 |DIFFERENTIATION
TS
Do you aggregate the conclusions of trials at these centres? Do Thirdly, shelf-ready packaging has the potential to balance the demands
certain best practice do/don’t rules start to emerge? of brand, retail marketing and logistics by marketing products in store and
promoting a brand’s message. Products that stand out on the shelf can also
boost sales – the shelf-ready packaging that we developed for a leading
AB
The data and research collected through our Experience Centres, food company generated a sales increase of eight per cent.
databases and our own analysis gives our customers greater Meanwhile, there is less space in store. Retailers are increasing the amount
confidence that they will see a return on their investment. With of shelf-space they give to their own-brand products, limiting the space left for
insights from over 50,000 shoppers, we can be very confident that we know branded goods. The products that do have shelf-space are therefore under even
what will work. more pressure to stand out.
For example, many companies will apply primary packaging visual designs to Finally, brands and products need to be easily identifiable to encourage repeat
the outer case but we know that shelf-ready packaging needs to follow different purchase. As consumers spend less time in store, they are more likely to pick up
rules as people scan for cues in search of their preferred brands or indeed products that they can recognise instantaneously. Shelf-ready packaging adds
specific product features. another layer of recognition for branded products.
TS TS
Can you elaborate on the key points extrapolated from the Smurfit What are the lessons learned from Smurfit Kappa’s experience
Kappa white paper? with customers?
AB AB
There are five main points I’d like to highlight. First, timing is key, A leading food company had recently launched a new product to
as shoppers are spending less time in store. For brands, this the market. It was highly innovative but was not selling as well as
means that in-store packaging needs to be instantly eye-catching expected. Using ShelfSmart, we identified that, as most of the time
and differentiate itself from the competition. With insightful shelf-ready packag- and development had gone into designing the primary packaging, the product
ing, brands can have an increasing impact on how their products are displayed. appeared small on the shelf and customers were having difficulty finding it. We
One of the biggest shifts we have seen over the last few years is that consumers designed two on-shelf options and the solutions delivered increased visibility by
are spending less time in shops, putting more pressure on brands to immedi- 31 per cent and 44 per cent respectively.
ately stand out in store. An average time of 12 seconds spent searching and
TS
selecting each item means that packaging that stands out on the shelf is vital for Do you think the increase in online shopping is changing the way
converting sales. consumers look at and perceive items on retail shelves? Is there
Secondly, brands need to explore new ways of attracting shoppers’ evidence that it is changing packaging design strategies?
attention and influencing their purchasing decisions with shelf-ready pack-
AB
aging. The changing face of retail means that consumers are being pre- It’s all about an omni-channel approach, so having an aligned
sented with more choice than ever before. But despite being surrounded brand experience across every online and offline channel is key.
with multi-channel marketing from numerous brands, most purchasing The package should deliver a fit-for-purpose brand experience
decisions are still made in store. This means that eye-catching packaging at every touch-point, for example, whether you are seeing the product on the
has the potential to make a real difference. In fact, research we carried shelf in a large retailer, on display in a petrol station or receiving an online order
out in partnership with EyeSee revealed that 86 per cent of shoppers see which you will unpack at home. The increase in online sales pushes the demand
themselves as ‘switchers’ and are not wedded to any one product or brand for alignment and highlights the opportunity to make packaging an integrated
when shopping. marketing tool.
| 26 | Packaging EuropeYou can also read
