advauccd packagIng

technoIogy worId
Jhc jourual of advauccd packagiug tcchuology
V0LUM 2 l SSU 2 17 SP1M8 2012 SMl 1HSPl A
lcws
Vctabolix novcs iuto 'norc dcvclopcd' Luropcau
bioplastics narkct
0uc stcp closcr to rcgulatiou. Lfsa adopts frst opiuious
ou LJ rccycliug proccsscs for food coutact natcrials
ouch cocktails aud favourcd spirits turu packagiug
dcsigu iuto child's play
lcxiblc packagiug narkcts rccord stcady growth iu 0S
aud doublcdigit cxpausiou iu cncrgiug couutrics
hcports
valuc iu shclf lifc
Jhiukiug outsidc thc box
advanced packagIng technoIogy worId is publishcd 10 tincs
a ycar. Lach issuc providcs authoritativc aualysis of tcchuology aud
narkct trcuds iu activc aud iutclligcut, fcxiblc, snart, aud iutcractivc
packagiug. lcws aud rcports arc cxclusivcly sourccd aud produccd to
dclivcr au iudcpcudcut voicc for thc advauccd packagiug iudustry.
M
etabolix sIgned a
Ietter of Intent wIth
Antibiticos In IuIy 2012 for
the productIon of MIreI
bIopoIymer resIn at Its
manufacturIng facIIIty
In Leon, SpaIn. 1he move
sIgnaIs the end of an
'uncertaIn transItIon perIod,'
and a shIft of focus from
the US to urope.
1aIkIng In the q2 2012
resuIts presentatIon, C0
Ichard no confIrmed that
AntIbItIcos was seIected
from more than 10 potentIaI
partners. 0IscussIons began
foIIowIng the announcement
that Archer Daniels Midland
{A0M} had ended Its
partnershIp wIth MetaboIIx
on joInt venture 1eIIes In
Ianuary 2012.
AntIbItIcos wIII
commercIaIIy produce the
MIreI bIopoIymer resIn
prImarIIy usIng exIstIng
based on our experIence,
we can see where a PHA
offerIng can partIcIpate In
thIs growth, as Is evIdenced
by the strong customer
vaIIdatIon we have had for
the product.'
Yet A0M's retreat from
the deaI hInted at concerns
over return on Investments.
Mark 8emIs, presIdent of
corn at A0M, commented
on the decIsIon In Ianuary
2012: 'UnfortunateIy,
uncertaInty around
projected capItaI and
productIon costs, combIned
wIth the rate of market
adoptIon, Ied to projected
fInancIaI returns for A0M
that are too uncertaIn.'
when MetaboIIx
reported fInancIaI resuIts
In November 2011 for the
three months endIng
30 September, It detaIIed
a net Ioss of $9.6 mIIIIon
{7.3 mIIIIon}, or $0.28 per
share, for q3 2011. 1hIs
compared to a net Ioss of
$10 mIIIIon, or $0.37 per
share, for q3 2010.
ln IuIy 2012, MetaboIIx
confIrmed In Its q2 2012
resuIts presentatIon that
urope Is the worId's Iargest
market for bIopIastIc,
makIng AntIbItIcos a
strong partner.
ln q2 2012, MetaboIIx
recorded $373,000
In product revenue,
representIng a sIgnIfIcant
Increase from the $14,000
reported In q1 2012,
whIch refIected three weeks
of actIvIty.
AccordIng to no, an
Important area of actIvIty
In q2 was the compostabIe
bag market In urope usIng
Its Mvera fIIm.
why has the company
chosen to focus on urope,
and why now7 fIrstIy, there
Is growIng Interest In the
MIreI resIn In urope,
whIch Is currentIy the
Iargest market In the worId
for bIopIastIcs.
1o serve thIs market,
MetaboIIx recentIy
estabIIshed an offIce
In Cermany and the
partnershIp agreement wIth
SpaIn-based AntIbItIcos Is
the next step.
Lynne 8rum, vIce
presIdent of marketIng and
corporate communIcatIons,
remarks: '1hIs wIII be a
strong market for our
resIns In urope, drIven
by brand owners, for our
bIo-based content and
sustaInabIe aIternatIves,
as weII as to compIy for
varIous bag bans.
'urope Is the Iargest
market for bIopIastIcs, the
IocatIon In SpaIn offers
MetaboIIx wIth exceIIent
Infrastructure, outstandIng
access to U and numerous
trade agreements wIth LatIn
AmerIcan countrIes and a
hIghIy skIIIed workforce
wIth Iower wage rates than
france or Cermany.'
0ne of the maIn aspects
of the uropean market
that wIII be of Interest to
MetaboIIx as part of Its new
partnershIp Is compostabIe
Snithcrs ira 2012
2
vol Jwo ssuc Jwo 17 Scptcnbcr 2012
manufacturIng equIpment,
wIth a productIon target
of 10,000 tonnes per year.
1he demonstratIon phase
Is expected to compIete In
earIy 2013.
Speed to market was a
prIorIty for MetaboIIx when
seIectIng a new partner:
commercIaI suppIy Is
expected In 2013, but the
fermentatIon capacIty and
key pIeces of equIpment
reIevant to the poIymer
recovery operatIon are
avaIIabIe ImmedIateIy
through AntIbItIcos.
As reported In 8IoIustIcs
worId {february 2012,
voIume 2, Issue 6} no was
confIdent that the vaIue of
beIng InvoIved In bIopIastIcs
commercIaIIsatIon wouId
prove persuasIve for
potentIaI partners, sayIng:
'1he bIopIastIcs market Is
growIng at 20% a year and,
MetaboIIx's MIreI resIn wIII be produced In urope for the fIrst
tIme foIIowIng the deaI wIth AntIobItIcos
5catce Hetabc||x
advauccd packagIng
technoIogy worId
Metabolix moves into more developed
European bioplastics market
bags, a technoIogy that
Is growIng In appeaI on
the contInent.
8rum confIrms: '0ur MIreI
and Mvera resIn products
are Important to have In the
uropean market. CurrentIy,
as havIng them In the
US. urope Is much more
deveIoped In sustaInabIIIty
practIces than the US
currentIy Is, therefore
havIng growth In urope wIII
onIy Increase our vIsIbIIIty
and profIt In the US. we
wIII contInue our focus In
urope, and eventuaIIy
the US, as It becomes
more evoIved In
sustaInabIIIty efforts.'
One step closer
to regulation:
Efsa adopts first
opinions on PET
recycling processes
for food contact
materials
J
hc European Food Safety
Authority Lfsa) has
adoptcd its first thrcc scicutific
opiuious ou thc safcty of
proccsscs to rccyclc polycthylcuc
tcrcphthalatc LJ) for usc iu
food coutact natcrials.
Jhc proccsscs cousidcrcd iu
thc first of thc thrcc scicutific
opiuious do uot givc risc to
safcty couccrus if opcratcd
uudcr wclldcfiucd aud
coutrollcd couditious. hcnaiuiug
opiuious will bc rclcascd ovcr
thc ucxt 18 nouths.
au alonbi, ncdia rclatious
officcr at Lfsa iu arna, taly,
rcnarks. 'Jhc work that Lfsa
is askcd to carry out ains at
cusuriug that rccyclcd plastics
uscd iu food packagiug, food
coutaiucrs aud othcr food
coutact natcrials arc obtaiucd
fron proccsscs that arc
safc. Lfsa's work is thcrcforc
coutributiug to grcatcr cousuncr
protcctiou, whilc also supportiug
thc widcr cuvirouncutal
objcctivc of wastc rccycliug.'
Lfsa is asscssiug applicatious
both ou cxistiug aud ucw
Snithcrs ira 2012
3
vol Jwo ssuc Jwo 17 Scptcnbcr 2012
the compostabIe bag
market In urope Is growIng
sIgnIfIcantIy wIth aII of the
pIastIc bag bans.
'HavIng compostabIe bags
and other deveIopments In
urope Is just as Important
advauccd packagIng
technoIogy worId
F|o|ast|cs su||ers |ncrease the vo|une
News of MetaboIix's success in securing a production partner for its mireI biopIastic and
NatureWorks's expansion of its production capacity show the biopIastics industry is now ramping
up to deIiver materiaIs, in response to expected market demand in areas such as packaging
cource. (co|unns) var|ous, (c|rc|es) cn|thers Fara
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lonnes per year
capacily
1otol bloplosuc pockoqloq
toooes 2010
!"#$%%%
1otol bloplosuc pockoqloq toooes 2020
&&'$%%%
proccsscs for all typcs of
rccyclcd plastics uscd iu food
coutact natcrials.
Lxistiug proccsscs wcrc iu
placc bcforc 17 ^pril 2008
whcu thc Luropcau Connissiou
LC) rcgulatiou LC 2822008)
ou rccyclcd plastic natcrials
canc iuto force. lcw proccsscs
wcrc put iu placc aftcr this datc.
0ucc this scrics is conplctcd,
Lfsa's opiuious will iuforn
thc dccisious of thc LC aud
ncnbcr statcs rcgardiug thc
authorisatiou of thc cvaluatcd
proccsscs. Subjcct to rcgulatory
chaugcs aud approval, rccyclcd
plastics uscd iu food packagiug,
food coutaiucrs, aud othcr
food coutact natcrials will bc
cxpcctcd to ouly bc obtaiucd
fron proccsscs that havc bccu
Lfsa cvaluatious couccru
ouly thc safcty of ncchauical
rccycliug proccsscs, iu which
uscd cousuncr plastics arc
collcctcd, grouud iuto snall
flakcs aud dccoutaniuatcd,
bcforc bciug proccsscd iuto
ucw natcrials for usc iu thc
food chaiu.
Collcctcd plastics uscd iu
ncchauical rccycliug night
havc bccu prcviously
coutaniuatcd with chcnicals
that arc uot suitablc for food
coutact applicatious.
roduccrs arc rcquircd
to dcnoustratc that thcir
proccss cau rcducc chcnical
coutaniuauts iu thc rccyclcd
plastic to such a lcvcl that
potcutial nigratiou of auy
rcsidual chcnicals docs uot posc
a risk for hunau hcalth.
Pouch cocktails
and flavoured
spirits turn
packaging design
into childs play
J
hc flavourcd driuks
rcvolutiou has rcachcd
thc shclvcs, boastiug cclcctic
packagiug dcsigus fron pouch
packs aud thcrnochronic
labcllcd glass bottlcs to plastic
'party balls.'
lavours arc bcconiug
iucrcasiugly cxtraordiuary too,
iucludiug houcyiufuscd Jack
Daniels whiskcy thc braud's
first najor product iuuovatiou
iu norc thau 14 ycars) aud
wolfbcrry run fron Bacardi.
hcadytoscrvc hJS) fro.cu
cocktails, such as passiou fruit
aud piucapplc vodka, aud
cldcrflowcr aud cucunbcr
crush with vodka) fron
Rocktails iu thc 0K, rcnaiu a
uichc narkct - but ouc that
is growiug fast, aud with a
prcfcrcucc for thc pouch as thc
packagiug of choicc.
uvcstncut iu iuuovatiou
is bciug fucllcd by iutcrcst
iu a widcr cousuncr basc,
particularly drivcu by spirits
braud owucrs.
Youugcr adults iu thcir
20s hcucc thc popular party
positiouiug) aud 20S0ycar
old woncu arc prinary ucw
targcts, as thcy rcnaiu uudcr
rcprcscutcd iu catcgorics such
as whiskcy aud coguac.
hcscarch by Mintel idcutificd
61% of cousuncrs iu thc 0K
would try a ucw flavour if
a fricud, rclativc or barnau
rcconncudcd it. lcarly ouc
third 32%) say thcy arc norc
likcly to try a ucw dark spirit if it
is flavourcd.
Jhc 0S is particularly activc
whcu it concs to iuuovatiug
iu thc spirits catcgory aud
brcakiug bouudarics iu tcrns
of packagiug dcsigu. ourth
iu thc global top 10 of spirits
cousunptiou, thc 0S narkct is
booniug. Lowcaloric cocktail
braud Skinnygirl bccanc thc
couutry's fastcstgrowiug spirits
braud with a rcportcd auuual
growth of 388% iu 2011.
Skiuuygirl was acquircd by
Beam, thc conpauy bchiud Jin
8can whiskcy, iu Varch 2011
for au cstinatcd $100 nilliou
79 nilliou).
Jhc cocktails braud first
lauuchcd thc hJS nargarita
Snithcrs ira 2012
4
vol Jwo ssuc Jwo 17 Scptcnbcr 2012
asscsscd for safcty by Lfsa, aud
authoriscd by risk nauagcrs.
Jhc thrcc opiuious adoptcd
by Lfsa's Panel on Food Contact
Materials, Enzymes, Flavourings
and Processing Aids CL) asscss
a total of 10 rccycliug proccsscs,
groupcd accordiug to thc
applicd rccycliug tcchuology.
^noug thc paucl's couclusious
for all thrcc opiuious, it statcd
that thc rccycliug proccsscs
would uot givc risc to safcty
couccrus if thc proportiou of
LJ fron uoufood cousuncr
applicatious docs uot cxcccd
S%, aud that thcsc proccsscs
arc opcratcd uudcr wclldcfiucd
couditious. Jhc paucl also
rcconncuds pcriodic
nouitoriug iu liuc with good
nauufacturiug practiccs.
advauccd packagIng
technoIogy worId


Jhc scicutific critcria uscd by Lfsa's CL paucl for cvaluatiug thc safcty
of LJ rccycliug proccsscs was publishcd iu a scicutific opiuiou iu Ia|,
2011 5c|ent|f|c 0p|n|cn ou thc critcria to bc uscd for safcty cvaluatiou of
a ncchauical rccycliug proccss to producc rccyclcd LJ iutcudcd, to bc uscd
for nauufacturc of natcrials aud articlcs iu coutact with food.
Ccucral rcquircncuts for all food coutact natcrials arc laid dowu iu
rancwork hcgulatiou EC 1935/2004.
Cood nauufacturiug practiccs for natcrials aud articlcs iutcudcd to conc
iu coutact with food is dcscribcd iu hcgulatiou EC 2023/2006.
u 2011, cxistiug L0 lcgislatiou for plastics uscd iu food coutact natcrials
was cousolidatcd iuto a siuglc iustruncut - hcgulatiou EU 10/2011.
Jhis rcgulatiou scts au ovcrall nigratiou linit aud iucludcs a list of
authoriscd substauccs for thc nauufacturc of plastic food coutact natcrials
with thcir corrcspoudiug spccific nigratiou linits.
0vcrall nigratiou linit 10ng of substauccsdn
2
squarc dccinctrc) of
thc food coutact surfacc for all substauccs that cau nigratc fron food
coutact natcrials to food. u sonc cascs thc ovcrall nigratiou linit is
cxprcsscd as 60ngkg food.
Spccific nigratiou linit SVL) for iudividual authoriscd substauccs, fixcd
ou thc basis of a toxicological cvaluatiou aud a dcfault cxposurc
assunptiou. Jhcsc linits assunc daily cxposurc throughout a lifctinc for
a pcrsou wcighiug 60kg, to 1kg of food packcd iu plastics coutaiuiug thc
substaucc iu thc naxinun pcrnittcd quantity.
CettIng to grIps wIth the reguIatIon
iu 2009 aud has siucc addcd
variauts to thc raugc, iucludiug
braudcd wiuc iu 2012.
^rouud 10 nilliou 0S woncu
driuk hJS cocktails, 26 nilliou
prcniun products, couvcuicucc
aud hcalth bcucfits, with
siguificaut succcss. ack dcsigus
arc targctcd at fcnalcs aud ain
for sophisticatcd ovcr 'uovclty.'
BuzzBallz, ou thc othcr haud,
auothcr 0S braud startcd by a
fcnalc cutrcprcucur, is sinilarly
pushiug thc dcsigu bouudarics
for spirits packagiug.
Vcrrilcc Kick, prcsidcut at
8u..8all., crcatcd thc product
aud thc packagiug. Sold iu 1S
statcs iu thc 0S, thc product
first lauuchcd iu July 2010.
Kick cxplaius. 't is au uuusual
shapc. wautcd to nakc a
rouud "party ball plastic that
could hold a good stroug
nixcd cocktail, but uot brcak.
wautcd it capablc of holdiug a
carbouatcd driuk too. Softtop
lids do uot allow carbouatcd
bcvcragcs, so wc wcut for a
hardtop lid.'
owcvcr, thcrc was uothiug
likc it ou thc narkct aud nauy
of thc packagiug conpauics
Kick approachcd wcrc uuablc
to hclp.
Shc adds. 'wc fouud a
fautastic nould nakcr, built thc
C^L dcsigus aud paiustakiugly
built thc nodcls.'
0ucc thc prototypcs wcrc
built, distributors sigucd up aud
thcy wcrc ablc to gct a snall
busiucss loau.
^lso tappiug iuto thc party
propositiou, hJS fro.cu cocktails
iu pouchcs arc poppiug up
iu both Luropc aud thc 0S,
followiug iuvcstncut aud
iuuovatiou by startups likc
Cordina 0S) aud hocktails.
Cordiua was rollcd out iu
2009 as 'alcohol to go,' iuspircd
by a rcqucst for a fro.cu cocktail
ou thc bcach aud scciug a child
driukiug a CapriSuu pouch.
Jhc conpauy nadc 120,000
iu its first ycar aud norc thau
Snithcrs ira 2012
S
vol Jwo ssuc Jwo 17 Scptcnbcr 2012
cousunc vodka aud 42 nilliou
cujoy wiuc, says 8can prcsidcut
8ill lcwlauds.
Skiuuygirl has focuscd ou
food aud driuk ncgatrcuds likc
advauccd packagIng
technoIogy worId


Spcar Systcn is thc 0S packagiug spccialist bchiud 8acardi's ucw wolf 8crry hun aud 8acardi 8lack ha... Jhc
conpauy hclpcd crcatc linitcdcditiou vcrsious bascd ou thcrnochronic tcnpcraturcscusitivc) iuks. Jhc iuks arc
uscd to nakc claw narks appcar iu rcspousc to tcnpcraturc chaugc, lcttiug cousuncrs kuow whcu thc run is chillcd
aud rcady to bc scrvcd.
why use thermochromIc Inks7
Jhc thcrnochronic iuk optiou for thc 8acardi projcct canc out of what wc call thc 'Joy 8ox' - a widc sclcctiou ou
uoucouvcutioual labclliug optious, raugiug fron glowiuthcdark labcls to rubaudsncll labcls, aud cvcrythiug iu
bctwccu.
8raud dcvclopcrs havc quickly lcarucd that a labcl docsu't uccd to bc just iuk ou filn, but cau bc a way to iutcract
with cousuncrs aud a way to diffcrcutiatc products that cau junp off storc shclvcs. wc try to hclp thcsc dcvclopcrs
by showiug off diffcrcut labclliug tcchuologics that wc bclicvc cau hclp scll thcir product. whcu wc showcd thc Joy
8ox to 8acardi thcy gravitatcd towards thc thcrnochronic iuk optiou, aud thus thc tcnpcraturcactivatcd wolf 8crry
aud 8lack ha.. labcls wcrc boru.
what are the other emergIng trends for noveI aIcohoIIc
drInks packagIng7
without a doubt, iutcractivc snartphouc packagiug. t is ouc thiug whcu a
cousuncr driuks your product, but it is auothcr whcu thcy idcutify aud
iutcract with it. t's hard to fiud soncouc without a snartphouc thcsc
days, which cuds up bciug a pcrfcct ncdiun for thc cousuncr to havc this
iutcractiou with a braud.
Jakc, for iustaucc, a labcl that cau junp off a bottlc or a conncrcial that
cau bc vicwcd ou your snartphouc oucc a labcl is scauucd. t is thcsc typcs
of iutcractious that braud owucrs arc lookiug for. ^ way to hold that braud
idcutity iu thc cousuncr's niud thc ucxt tinc thcy arc nakiug a purchasc at
thc groccry storc or local pub.
How centraI Is InteractIon and InnovatIon to modern packagIng
desIgn brIefs7
Jhcrc arc rcally two sidcs whcu lookiug at ucw dcsigu clcncuts of a labcl.
thc narkctiug sidc aud thc purchasiug sidc. Varkctiug tcans arc coustautly
lookiug for dranatic aud radical ucw idcas for packagiug, but of coursc
thcsc additioual fcaturcs dou't conc without cost. Jhc purchasiug tcan has
to nakc surc that thc narkctiug tcan rcaliscs thcsc costs. what you cud up
with is soncthiug iu thc niddlc, a grcat ucw fcaturc addcd to thc labcl that
is costcffcctivc.
How can brands stand out If they pursue sImIIar InnovatIons7
8rauds cau ccrtaiuly staud out, although nauy sharc sinilar tcchuologics.
0f coursc, cach braud owucr is tryiug to fiud soncthiug uuiquc, but this
likcly isu't goiug to happcu. t is ultinatcly how thcy usc thc tcchuology aud
packagiug clcncuts togcthcr.
Jakc, for iustaucc, thc ucw 8acardi labcls. Lvcu though wc havc sccu
thcrnochronic iuk bcforc, 8acardi uscd thc tcchuology iu such a way that it
is iucorporatcd iuto thcir dcsigu aud iucorporatcd iuto thcir braud.
q&A: KyIe 8aIdwIn, marketIng anaIyst, Spear System
8acardI 8Iack azz fIavoured
rum wIth thermochromIc Ink
IabeIs IndIcates when It Is
chIIIed and ready to serve
5catce 5peat 5,stem
3.2 nilliou iu 2011. Jhc
driuks iucludc VargCorita
aud iuaColada, aud arc sold
iu pouchcs for 1.S8 cach iu
lcadiug storcs such as Walmart
aud Winn-Dixie.
^s flcxiblc pouchcs iucrcasc
iu prcvalcucc withiu thc spirits
scgncut, public hcalth officials
havc startcd to cxprcss sonc
couccrus about socallcd
altcruativc packagiug.
Johu Vaisch, attorucy for thc
Oklahoma Alcoholic Beverage
Law Enforcement Commission,
said iu a ncdia statcncut.
'lcxiblc pouchcs rcducc
nauufacturcrs' shippiug costs,
but thcy also arc likcly to bc
abuscd by niuors.'
owcvcr fron a packagiug
busiucss pcrspcctivc, thc
fuuctiouality aud sustaiuability
of thcsc ucw couccpts arc
prinary advautagcs.
clcu Vc^voy, salcs aud
opcratious dircctor at hocktails,
uotcs. 'wc bclicvc that thc
wcight of thc natcrial uscd is
as inportaut as thc obvious
Flexible packaging
markets record
steady growth in
US and double-
digit expansion in
emerging countries
w
hilc thc 0S flcxiblc
packagiug iudustry
rccords slow but stcady positivc
growth, cncrgiug narkcts arc
surgiug forward with doublc
digit cxpausiou, dcspitc thc
global ccouonic dowuturu,
accordiug to ucw rcport figurcs.
Jhc flcxiblc packagiug narkct
figurcs havc bccu publishcd
iu two scparatc rcports. thc
Flexible Packaging Association
^) iu thc 0S publishcd its
5tate cf tne lndastt, rcport aud
PCI Films Consulting issucd its
lmetq|nq l|ex|b|e lac|aq|nq
Hat|ets tc 2016 study.
Jhc ^ figurcs show a
conpouud auuual growth ratc
of 2.7% iu 200011, whilc
C's 13 cncrgiug narkcts
group was valucd at arouud
$14 billiou 11 billiou) iu
2011, followiug growth of
alnost 70% siucc 2006. ^s a
rcsult this arca uow accouuts for
20% of total global dcnaud.
ron 200111, thc 0S flcxiblc
packagiug iudustry has growu
fron 1S.S billiou to 20.2
billiou, nakiug it ouc of thc
fastcstgrowiug scgncuts iu thc
0S packagiug iudustry.
C's 13 cncrgiug flcxiblc
packagiug narkcts arc olaud,
hussia, Jurkcy, Vcxico, 8ra.il,
udia, udoucsia, Jhailaud,
victuan, Saudi ^rabia, thc
0uitcd ^rab Lniratcs, ligcria
aud South ^frica.
hcport author Stcvc illan
says ouc of thc naiu poiuts
to cncrgc is that, although a
uunbcr of thc cncrgiug narkcts
for packagiug tcchuology havc
bccu affcctcd by thc ccouonic
dowuturu, thcy havc wcathcrcd
thc crisis wcll, with growth iu
dcnaud avcragiug alnost 11%
pcr ycar siucc 2006.
c adds. 'u gcucral, all
cncrgiug narkcts havc
illustratcd stroug growth ovcr
thc past fivc ycars, with ouly
thrcc of thc 13 postiug ovcrall
growth of lcss thau 30% iu
2006-11. Stroug aud sustaiucd
growth ovcr thc ucxt fcw ycars
will scc thcsc 13 narkcts
offcriug nauy iuvcstncut
opportuuitics for all thosc
iuvolvcd across thc flcxiblc
packagiug supply chaiu.Jhis is
particularly thc casc iu tcrns of
buildiug couvcrtcr cxpcrtisc iu
thc fastcrgrowiug aud addcd
valuc scctors, such as high
barricr filns aud rctort pouchcs.'
Snithcrs ira 2012
6
vol Jwo ssuc Jwo 17 Scptcnbcr 2012
nctric of its rccycliug propcrtics.
hccyclability is uot always thc
bcst iudicator. wc likc to look
norc holistically at our carbou
footpriut - trausportiug a
hocktails pouch produccs 2S%
lcss carbou dioxidc thau au
aluniuiun cau, aud S9% lcss
carbou dioxidc thau a cartou
tctrapak. Jhcy takc up lcss spacc
iu our warchousc, aud producc
lcss wastagc aud brcakagcs with
rctailcrs.'
Jhc nultiuatioual spirits
houscs havc rccoguiscd thc
potcutial of pouch pack cocktail.
Diageo iutroduccd arrot 8ay
fro.cu hJS pouchcs iua
Colada, Vaugo Laiquiri aud
Strawbcrry Laiquiri) iu thc 0S.
Sold at 1.S8 pcr S% ^8v
pouch siucc Juuc 2012, arrot
8ay is joiucd by Smirnoff ro.cu
ouchcs iu uovclty flavours.
Lrivcu forward by thc
narkctiug nusclc of
nultiuatiouals likc Liagco,
uovclty alcoholic driuks such as
fro.cu cocktails arc uulikcly to
rcnaiu uichc for nuch lougcr.
advauccd packagIng
technoIogy worId


Luxury goiug for grccu - click here to rcad norc
roac rcady to wrap up dcals iu food packagiug - click here to rcad
norc
Silgau conplctcs acquisitiou of hcxan uuit - click here to rcad norc
wikiCcll sccurcs $10 nilliou iu iuvcstncut capital - click here to rcad
norc
0ther news thIs Issue
8uzz8aIIz Innovates In spIrIts packagIng
5catce 8acc8a||c
VaIue In sheIf IIfe
Food scientists and packaging
developers must combine efforts to
cut food waste. Helen Lewis reports
7
Vol 2 Issue 2
Researchers in the Milk Quality Improvement
Program (funded by the New York State Dairy
Promotion Board) at Cornell believe this
knowledge can be used to protect the quality
and shelf life of dairy products.
Milk typically undergoes heat treatment
(pasteurisation) to kill off microbes that can
cause food spoilage and disease; but certain
bacterial strains survive this treatment.
The Wiedmann and Boor team at Cornell
has been recruited by Upstate Niagara, a
cooperative of more than 360 dairy farm
families throughout western New York, to
further improve the quality of their milk by
assessing milk samples for spore-formers.
Data on samples that contained spore-
forming bacteria are being analysed using
DNA fingerprinting, to identify the types of
organisms present and where they might have
come from. The aim is to create a model to
approach spore-forming bacteria in individual
dairy processing plants.
Tackling typically short shelf life products
like milk is not just a priority in countries like
the US. In emerging markets like Kenya and
India, manufacturers are in competition to
produce milk with the longest shelf life. Milk
processors in emerging markets are investing
in production upgrades to improve shelf lives,
in combination with smart packaging.
Daima, the milk processing division of Sameer
Agriculture and Livestock Kenya, completed a
8
any packaging developers are
launching new technologies that
promise to increase the shelf life
for various foodstuffs considerably. Many
more will appear in the coming years, as the
need for longer-life products meets with more
challenging supply chain conditions in high-
growth markets like India.
However, the complex issue of extending
the edible life of a fresh product cannot be
answered by a one-size-fits-all packaging
solution, much to the confusion of many food
producers and brand owners.
Simply put, different foodstuffs require
different levels of protection. R&D into
the way foodstuffs decay, combined with
developments in smart packaging, are defining
the next generation of shelf life enhancers.
PreventIng fouI pIay
Food scientists at New Yorks Cornell University
published findings (in Applied Environmental
Microbiology, by the laboratory of Wiedmann
and Kathryn Boor, the Ronald P Lynch Dean of
the College of Agriculture and Life Sciences,
March 2012) that identified the predominant
strains of spore-forming bacteria that cause
milk and other food products to decay.
Paenibacillus bacteria are naturally
omnipresent and cause rancid flavours in
various foods, and curdling in dairy products.
As spores, the bacteria can survive in dormant
form for years, despite the best practices in
cleaning, processing and packaging.
M
1ackIIng typIcaIIy
short sheIf IIfe
products such
as mIIk Is not
just a prIorIty In
countrIes IIke the
US. ln emergIng
markets IIke
Kenya and lndIa,
manufacturers are
In competItIon to
produce mIIk wIth
the Iongest sheIf
IIfe

packagIng
technoIogy worId

9
Joe Iannidinardo, managing director of Faerch
Plast in the UK, says: With Mapet II, instead
of adding a top layer, we have used a small
amount of special adhesive suitable for food
packaging applications around the rim of each
tray to ensure that it can be sealed easily.
At the same time the quantity of adhesive is
so low that there will be no contamination
of the waste stream. Of course the fact that
the trays are made using post-consumer
recycled materials gives them a very low
environmental footprint.
Realising such widescale adoption with a
shelf life-extending material means reaching
sensible costs and conforming to food safety
requirements, all across different products.
Innovative ideas that assure food safety and
improve shelf life are to be welcomed. But,
the benefits need to be assessed versus cost
of applying the technology. New technology
will not be widely used unless there is a
significant benefit to the consumer, says
Persis Subramaniam, team leader for product
development at Leatherhead Food Research in
the UK.
0owngradIng packagIng
The signs are that, contrary to some moves to
enhance shelf life with innovative packaging,
certain businesses appear to heading in the
opposite direction.
Materials cost is an important influencing
factor for brand owners. Interestingly, many
companies are looking to downgrade their
packaging, as they feel they may have
overprotected their product. This would allow
for cost reduction, adds Subramaniam.
Certainly there is a perception of a cost
premium associated with new materials that
KES 500 million (4.7 million) expansion and
upgrade of a milk processing plant in Nairobi
at the end of August 2012. According to a
company statement, the upgrade will make it
easier for the processor to offer a wide range
of products, including a zero-bacteria, shelf
life fresh N-Natural milk. This whole milk is
packaged in a 500ml UV-resistant and oxygen
barrier poly sachets.
Managing director Anand Gaggar says: Daima
whole milk remains stable and safe through
its extended shelf life of 30 days, but should
be refrigerated after the packet is opened and
then must be used within four days.
In India, Dudhsagar Dairy recently introduced
milk treated at ultra-high temperatures, in
multi-layered pouches, with a shelf life of 90
days at room temperature. Initially introduced
in the Haryana region, the dairy is seeking
to market it in other parts of India under the
Amul brand name.
Besides launching the product soon in the
national capital region through its Manesar
plant in Haryana, the dairy is also looking to
market it in other parts of the country and
state under the brand Amul.
Meat and pouItry
The meat category is an important target
for food and packaging scientists, due to
the potential of food poisoning if meat is
consumed past its use-by date. The issue
has gained European Union attention and
investment in the form of the EU Meatcoat
project. One of the nine members is UK
company Pepceuticals, which is working on an
invisible, edible, antimicrobial peptide coating
for meat to extend shelf life without the
need for smart packaging. A prototype of the
transparent film is expected by mid-2013.
Other innovations include Faerch Plasts Mono
Amorphous PET (Mapet) II, which launched
in the UK in August 2012 for the meat and
poultry market. The Danish company has
created a single-substrate product that boasts
the same properties as multi-layer materials.
Faerch aims to establish the new technology
as an industry standard for plastics recycling.
Vol 2 Issue 2
packagIng
technoIogy worId

fIgure 1
Vapct fron acrch last
5catce laetcn l|ast
10
marking, depending on the nature of the
product. The first marking must be indicated
by the words best before or best before end,
followed by a date. The second marking must
be indicated by the words use by, followed by
a date.
Date labelling regulation has only recently
been introduced in South Africa, although
best before and use by were previously
commonplace on packs. The food labelling
regulations, which came into force in
March 2012, make it compulsory for food
manufacturers to put date stamps on products,
with the exception of a few items, such as
honey; unprocessed, unpacked meat and fresh
produce; vinegar and sweets.
Foods that have to be chilled, cooked
products (pre-packed, prepared vegetables
and fruit), juices with a limited shelf life
and similar items must carry a use-by date.
According to Subramaniam, the best before
extend shelf life.
Sirane manufactures Sira-Flex Resolve,
a biopolymer developed to provide the
optimum balance between humidity control
and oxygen/carbon dioxide permeability.
The proposition of the material, targeted at
fruit and vegetable producers, is to save on
wastage costs, says Mark Lingard, marketing
manager at Sirane.
Sira-Flex Resolve is more expensive, and
we dont try to avoid that. However, the
potential cost savings in less fruit and
vegetable wastage massively outweigh the
increased cost, which is 2-3 times as much as
alternatives, he remarks.
Lingard believes the active packaging is worth
the premium price and confirms growing
interest from companies outside of the UK
with more challenging climate issues, such as
Australia and Russia.
While we have claimed 25 days increased
shelf life, some trials in Australia on green
beans have had a remarkable 22 days
increase, which is largely a result of the
journey they were making by road across the
middle of Australia in searing temperatures,
he adds.
When fruit and vegetables are transported
in this way Russia is another example of a
country that imports masses by road over long
distances often the shelf life by the time
the product actually reaches the shelf is very
short. This is where Sira-Flex Resolve makes a
difference.
8est-before dates
Educating consumers with regards to food
handling and clearer labelling will reduce
waste, without the need for packaging or food
science discoveries and innovations.
For example, fruit and vegetables are often
thrown away whilst they still remain edible,
and this waste can be significantly reduced
without much effort, says Subramaniam.
UK food labelling rules require most pre-
packed foodstuffs to carry a durability mark.
This can be either one or two types of date
Vol 2 Issue 2
packagIng
technoIogy worId



How do the contents of a pack InfIuence the packagIng used to extend
sheIf IIfe7
Liffcrcut products havc diffcrcut stability. Jhc packagiug natcrial to bc uscd
uccds to cousidcr thc physical forn, chcnical conpositiou, aud gcucrally
scusitivity aud stability to cuvirouncutal couditious. or sonc products with norc
thau ouc conpoucut iu thc pack, possiblc iutcractious of conpoucuts should also
bc cousidcrcd.
Are there suffIcIent optIons avaIIabIe In the packagIng Industry to cater
for most food and drInk company demands7
lcw natcrials aud fornats arc always bciug iutroduccd aud packagiug with
diffcrcut barricr propcrtics is availablc. Conpauics waut thcir packs to staud out
aud bc diffcrcut iu tcrns of physical shapc aud fornat. Lcpcudiug ou thc
packagiug natcrials this nay bc norc or lcss difficult to achicvc.
what more can the packagIng Industry do to heIp brand owners provIde
products wIth the optImum sheIf IIfe7
workiug norc closcly with thc food nauufacturcrs to uudcrstaud thc rcquircncuts
fron a product poiut of vicw is inportaut. thiuk thc packagiug conpauics havc
bccu doiug this.
what are the typIcaI requests that come to you at Leatherhead In
reIatIon to sheIf IIfe7
ackagiug is inportaut whcrc thc barricr propcrtics - oxygcu, noisturc aud light
- havc a siguificaut cffcct ou thc food. Jhcrc arc othcr occasious whcrc thc physical
brcakdowu of thc food product, storagc tcnpcraturc or iutcractiou of iugrcdicuts
affccts product shclf lifc. u thcsc cascs rcfornulatiou of thc product will bc
ucccssary to achicvc thc rcquircd stability.
Can more be done In other areas {not just by packagIng} to extend
sheIf IIfe7
aviug a bcttcr coutrol of couditious duriug storagc aud distributiou of thc
products so that thc products arc uot abuscd will siguificautly hclp.
q&A: PersIs SubramanIam, team Ieader, product deveIopment at
Leatherhead food esearch
11
or composted, while almost 1.5 million tonnes
(43%) is thrown away, mainly to landfill.
The voluntary agreement, which was
developed with industry and UK, Scotland,
Wales and Northern Ireland governments,
builds on Wraps research, and work already
being undertaken by the sector to tackle
waste. It also delivers on all four governments
commitments to tackle waste and carbon.
Other regulations expected to spur
developments from packaging and food
scientists include the imminent ban on
commercial food waste entering landfill, in
Massachusetts, US, from 2014. The proposed
rules prevent hospitals, universities, hotels,
large restaurants, and other large businesses
and institutions from discarding food waste.
The fact is that R&D into packaging that
prolongs a products edible life will continue
as long a return on investment exists. Recent
data from Nielsen Perishables for July 2010
to July 2011 shows sales of produce in
clamshells and bags continue to increase at
the expense of counterparts sold loose.
That there is no one-size-fits-all approach
means many more innovations are on the
horizon. Particularly as expanding middle
classes in high-growth regions seek to
consume new products, demand for long shelf
life packaging will increase
date is not an accurate reflection of the
information it promises.
Whilst it is true that products which show
a best before date remain edible beyond
the date, the manufacturers have to take
responsibility for the quality at the point of
consumption and they want their products to
always be consumed at the best, or at least a
minimum level of acceptability, he explains.
Manufacturers will not want their products to
be associated with low quality and therefore
the shelf life is often set to ensure that the
product remains at a high quality level over
the entire shelf life. This then becomes a
compromise between quality and waste.
Mina Holland, journalist at UK newspaper
the Guardian, echoes Subramaniam, writing
in her blog Bin the best before, not the food:
Societys adherence to best before labels is
symptomatic of our over-sanitised attitudes to
food today and a culprit in creating Britains
5.3 million tonnes of food waste each year.
Consumers are fooled into throwing perfectly
good produce away simply because there are
too many dates on the packaging.
Of course, post-harvest, pre-retail food waste
is also substantial: Martin Wiedmann, food
science professor and co-author of the Cornell
study, puts the figure at 25%. This is why food
scientists are investing time and money into
researching how to prevent fresh produce such
as milk from spoiling.
eguIatIon and targets
Momentum to reduce food waste is spurred
on by regulation and industry accords, like the
new Hospitality and Food Service Agreement,
launched by the UKs Waste Resources Action
Programme (Wrap) in June 2012.
The agreement aims to cut food and
associated packaging waste by 5% (an
estimated carbon dioxide reduction of 234,000
tonnes), equivalent to around 100 million
meals. It estimates that more than
3.4 million tonnes of waste (typically food,
glass, paper and card) is produced by hotels,
pubs and restaurants each year. Of this,
1.6 million tonnes (47%) is recycled, reused
Vol 2 Issue 2
packagIng
technoIogy worId

fIgure 2
'Siralcx hcsolvc is norc
cxpcusivc, aud wc dou't try
to avoid that'
5catce 5|tane
fIgure 3
Liffcrcut approachcs nay
bc uccdcd across a raugc
of foodstuffs to cuhaucc
shclf lifc
5catce laetcn l|ast
1hInkIng outsIde the box
With new advances in printed
electronics, packaging will no
longer be passive, but soon actively
communicate with its environment.
Dave Howell reports
12
Vol 2 Issue 2
Functions like wirelessly communicating when
a packs contents are approaching their use-
by date, or allowing consumers to get more
information via the near-field communication
capability of their smartphone, are among
those now being created for smart packaging.
Companies across the supply chain for such
devices are already forming partnerships
to prepare themselves to deliver volume
products to market. Printed memory firm
Thin Film Electronics (Thinfilm) and packaging
firm Bemis are collaborating on a project to
deliver a sensor platform for food and pharma
suppliers, an early sign that such emerging
technologies are gaining traction in the
packaging supply chain.
Henry Theisen, Bemis president and CEO,
notes: Intelligent packaging is an emerging
technology, with many potential intersections
with Bemiss flexible packaging and pressure-
sensitive materials business segments.
Thinfilm also recently announced work with
the Palo Alto Research Centre in California,
US, on a new temperature sensor technology
to monitor oxygen content. The device is
targeted at applications in medical, pharma
and food markets.
The market already has some forms of semi-
intelligent packaging from companies like
Stora Enso and MeadWestvaco in the pharma
sector that can track whether the prescription
users have taken their medications.
13
ack design is entering a new era.
What was once simply an inert
form factor is about to spring into
life thanks to advances in film technology,
printable power sources and electronics.
These technologies are converging to the point
where products can communicate with each
step of the supply chain to the end consumer.
P
lnteIIIgent
packagIng Is
an emergIng
technoIogy wIth
many potentIaI
IntersectIons wIth
8emIs's fIexIbIe
packagIng and
pressure-sensItIve
materIaIs busIness
segments

packagIng
technoIogy worId

fIgure 1
Jhc agrccncut bctwccu
Jhiufiln aud 8cnis should
crcatc a catcgory of
packagiug products that
will wirclcssly connuuicatc
iufornatiou, such as
frcshucss or shippiug datcs,
via thc utcruct of thiugs
5catce !n|nf||m
14
conventional techniques and the printed
conductive ink is designed so that tracks
follow the contours of the form factor.
Don Banfield, product manager of Conductive
Compounds, says: These moldable inks
offer design engineers options to incorporate
circuitry in products without having to rely
on attachment of other materials to a molded
part. The benefits of cost reduction, reduced
weight, lower profiles and new design options
in molded assemblies are extremely attractive.
The cost of producing conductive inks can
be high because of the silver content that
many contain. Many developers are looking
at alternatives and means to reduce the cost
of these inks. UK firm Intrinsiq is working on
a conductive copper ink, while a consortium
of European businesses are partnered on the
EU-funded Conductive Low-cost Ink Project,
which is due to conclude in 2012.
In August 2012 Applied Nanotech announced
the availability of a new copper ink material
that has already been successfully printed
onto a number of substrates including PET,
PEN, polycarbonate, ABS, and even epoxy-
based FR4 circuit board material.
Microcopper inks fill a need for lower-cost
conductive materials used for applications
such as smart cards, RFID antennas,
touchscreens and sensors in smartphones,
just to name a few, explains James Novak,
director of the nanoelectronics division at
Applied Nanotech.
These first-generation smart packaging
developments are just the start. Some of
the technologies now moving to market will
dictate the way in which the packaging supply
chain of the future works.
The overall market forecast for smart
packaging is considerable. MarketResearch
estimates it will worth $16.8 billion
(13 billion) by 2018. Current market value
is estimated to be $8.5 billion.
Much of the smart packaging technology
that will begin appearing is the product of
innovations with printed electronics and
conductive inks, which have continued to
evolve for the past five years. The current
market value for conductive inks is estimated
by IDTechEx to be $2.9 billion, with the
market expected to reach a value of $3.4
billion by 2018.
The imminent development of smart
packaging is complemented by the cultural
adoption of increasingly ubiquitous and
embedded intelligence, sometimes described
as the Internet of things.
Smart pack design will tap into the wireless
data and communications infrastructure that
will emerge as a result. In essence, smart
packaging that will come to market at a time
when the connected environment around
them will be a platform for packaging to
communicate with its surroundings.
fl0
RFID technology failed to become as
pervasive as once was considered possible,
though the goal of equipping any object
with communications capability remains an
appealing one for packaging firms.
For these ideas to become a reality, converters
must have the tools they need to develop the
new packaging materials designers can use for
the next generation of smart packaging.
Electronics assembly materials suppliers
Conductive Components announced a new range
of conductive inks developed for rigid plastic
substrates earlier in 2012. The innovation
comes after the printing is complete. The
sheets of substrate can be molded using
Vol 2 Issue 2
packagIng
technoIogy worId

fIgure 2
riutcd addrcssablc
aud rcwritablc ncnory.
Jhiufiln aud thc alo
^lto hcscarch Ccutrc
dcnoustratc sonc of thc
first buildiug blocks uccdcd
for iutcgratcd priutcd
clcctrouic systcns
5catce !n|nf||m
15
And the ink retains all the key advantages of
nanomaterial-based copper ink, such as low-
temperature sintering and ease of application.
ActIve communIcatIons
Many of the functions planned for smart
packaging are based on existing techniques.
Already available are antimicrobial systems,
time-temperature and gas indicators, as
well as thermochromic inks. What smart
packaging offers is to give these technologies
communication capabilities.
Already biosensors and pathogen detectors
have been proposed. Cost factors have been
a difficult barrier to break, with members of
the supply chain reluctant to shoulder any
additional cost burden. Buy in by members
of the supply chain and consumers alike will
be key if smart packaging is to deliver new
and commercially viable technologies to the
packaging industry.
Says Eef de Ferrante, managing director at
the Active and Intelligent Packaging Industry
Association: The technology and infrastructure
is there, but the way of thinking and island
culture within the supply chain is still an
obstacle. But two of our members in transport
and logistics are extremely interested to make
use of the technologies and to overview the
entire market.
The current barrier is still technology. Its not
100% available and ready-to-market. Again,
give us some time and it will be done. But
we invite all other converter to set up joint
operations with technology providers. Waiting
is not an option anymore.
Communication can also be via a display.
Retail in particular is looking at how
interactive displays could be used, although
this faces even more acute cost pressures.
Jayna Sheats, CTO at Terepac says: Organic
LEDs and reflective displays like E Inks are
likely to proliferate rapidly in the near future.
Other printed displays electrochromic, for
example show strong promise.
While interactive displays would be a longer-
term area for smart packaging, they hint at
the wider opportunities on the horizon, once
Vol 2 Issue 2
packagIng
technoIogy worId

initial applications have been enabled by
competitively priced and reliable volumes of
smart packaging materials.
Scott White, CEO at printed logic start-up
PragmatIC Printing, highlights the security
and branding opportunities smart packaging
technology could deliver: Printed electronics
can enable unique interactive visual features
that are easy to understand but hard to
copy to a large extent taking over the role
historically filled by holographic and optically
variable films, which have now become too


Jhc dcvclopncut of snart packagiug nay bc coutiuuiug ou a uunbcr of frouts,
but couvcrtcrs should also pay closc attcutiou to what is happcuiug iu allicd ficlds,
as oftcu brcakthrough iuuovatiou could conc fron au uucxpcctcd sourcc.
riutablc clcctrouics aud thcir supportiug powcr sourccs havc bccu dcnoustratcd
for sonc tinc, aud arc ou thc cusp of cutcriug thc naiustrcan packagiug narkct,
but othcr scctors could show thc way for couvcrtcrs to takc tcchuology fron a
conplctcly diffcrcut ficld aud apply this to thcir iudustry.
^ good cxanplc concs fron Bare Conductive. Jhc startup has bccu dcvclopiug
its owu braud of pcrsoualiscd clcctrouics for scvcral ycars, aud lauuchcd its first
product at thc cud of 2011. Jhc conpauy's 8arc aiut is a uoutoxic couductivc
paiut that cau bc uscd to dcsigu iutcractivc clcctrouics.
^incd iuitially at h&L, thc paiut clcarly has applicatious outsidc of thc
pronotioual aud ad spaccs that havc so far bcguu to cxploit thc tcchuology. Jhc
paiut offcrs SSOsq surfacc rcsistivity at S0, aud cau bc uscd ou a widc
raugc of substratcs. or papcr aud cardboardbascd packagiug, thc applicatious
could bc inncusc.
or packagiug dcsigucrs 8arc aiut offcrs a dcvclopncut cuvirouncut whcrc ucw
idcas cau bc tcstcd. Jhc couductivc iuk narkct is burgcouiug, but fcw
vcudors offcr dcvclopncut packs - whcrc thcir tcchuologics cau bc tcstcd with
ucw idcas, substratc natcrials, aud how thcsc ucw circuits could connuuicatc with
particular scctious of thc
supply chaiu.
^t thc noncut 8arc
aiut has bccu uscd for
pronotioual natcrials such
as thc Listcuiug ost aud
ostcard laycr dcvclopcd
by Uniform, but thcrc arc
clcar applicatious iu thc
widcr packagiug narkcts.










Connected paper
fIgure a
Jhc Listcuiug ost
dcnoustratcs how papcr
bascd clcctrouics cau offcr
iutcractivity at vcry low cost
5catce 8ate 6cndact|te
16
Nevertheless the technological components
needed to realise these concepts in volume
markets do still require refinement. Cost is
still an issue too. Yet as more high-profile
firms in the packaging supply chain work with
these technologies and begin to apply them
in branded products, some of the enormous
market potential of these technologies will
become apparent to those not yet engaging in
smart packaging initiatives
hard to distinguish, or too easy to copy for
many applications.
In its own efforts to commercialise its printed
logic in packaging, PragmatIC is partnered
with the likes of US firm Illinois Tool Works
and substrate supplier Innovia Films to create a
value chain.
0esIgned engagement
While companies like Thinfilm and PragmatIC
are working with the supply chain to achieve
early applications for smart packaging, wider
uses in some lucrative application areas will
rely on the market as a whole moving in
response to enabling technology.
Chip Tonkin, director of the Sonoco Institute
of Packaging Design and Graphics at Clemson
University in the US, points out potential
reliability and responsibility hurdles that may
deter potential technology integrators.
Our lab has seen many innovations, but it
does seem that for this technology to enter
the marketplace, legislation may be needed.
At the moment there are a number of liability
issues around the use of food freshness
indicators, for instance, that are preventing
this technology becoming more widespread,
he notes.
Another challenge is providing power for
throwaway packs with so much added
functionality. Aside from clear environmental
concerns, printed and flexible batteries need
further work to become market-ready (see
Advanced Packaging Technology World 1.3).
Smart packaging start-ups like Printechnologics
have the capability to encode some digital
data onto a packaging substrate without the
need for transistors. And some interactivity is
possible with RF-based electronics that harvest
their power from the reader. RF looks likely to
be the first widely adopted smart packaging
technology for this reason. Other options, like
inductive coupling, would mean new shelving
in stores that can transmit power to packs,
which is a barrier to widescale adoption.
Smart packagings appeal has become more
apparent recently as start-ups started securing
high-profile packaging industry partners.
Vol 2 Issue 2
packagIng
technoIogy worId

fIgure 4
apcr, card aud filn cau
uow go digital with thc
Jouchcodc tcchuology fron
riutcchuologics
5catce lt|ntecnnc|cq|cs
providcs authoritativc aualysis of tcchuology
aud narkct trcuds iu activc aud iutclligcut,
fcxiblc, snart, aud iutcractivc packagiug.
Snithcrs ira is a lcadiug cousultaucy
busiucss with najor publishiug aud
coufcrcucc activitics, scrviug rctail supply
chaiu tcchuologics.
Snithcrs ira 2012
SSl 2049S862
ublishcd by
SmIthers PIra
Clccvc hoad
Lcathcrhcad
Surrcy KJ22 7h0, 0K
1 -440)1372 802080
f -440)1372 802079
iufoCsnithcrs.con
www.snithcrspira.con
ContrIbutors
Lavc owcll
clcu Lcwis
AssIstant edItor
hil Curry
ManagIng edItor
Lau hogcrs
0esIgned and produced by
Voot Lditorial aud Lcsigu Ltd
advauccd packagIng technoIogy worId