Less material, more recycled content and new packaging designs: brands and retailers are exploring a wide range of approaches to packaging. Price and convenience are equally important considerations. Consumers also expect packaging to perform well in terms of tear resistance, stability, leak protection and ease of opening and closing.
Making tangible changes part of the brand message
Eliminating a plastic cover, increasing recycled content or introducing a new combination of materials: tangible changes give brands an opportunity to communicate their packaging developments clearly and effectively.
The message is particularly compelling when it is tangible. What has changed? Which material is being used? What function does the new design serve? These details turn technical developments into engaging stories about the product.
New approaches in retail and the branded goods industry
Back in 2019 and 2020, several companies demonstrated just how varied packaging development can be.
In 2019, REWE Group introduced bottles made from 100% recycled material for various shower gels and liquid soaps under its own brand, today. According to the company, 20% of that material came from Germany’s “Yellow Bag” household packaging collection system.
In 2019, FRoSTA announced the gradual introduction of paper bags from January 2020. A specially developed paper blend was designed to meet the requirements for grease and moisture barriers.
In 2019, L’Oréal and Albéa presented a paper-based cosmetic tube in which plastic is partially replaced by a fibre-based material. Developments by paperboard manufacturers, such as water-resistant grades and improved grease barriers, are also opening up additional applications.
ALB-GOLD chose paper for one of its pasta packs and received the German Packaging Award in the Sustainability category for it in 2019.
In 2019, McDonald’s announced measures including the removal of separate plastic lids from McFlurry cups and tested other packaging alternatives in selected markets.
Packaging development as an opportunity
New materials and clever designs create opportunities for brands. The challenge is to bring together product protection, ease of use, material efficiency and cost-effectiveness. Many technical changes cannot be implemented overnight. This makes thoughtful development and a solution tailored to each product all the more important.
As a packaging service provider, we support you from material selection and structural design through to production. Together, we develop packaging that suits your product, your brand and your requirements.
We also implement tangible measures in our own operations. These include photovoltaic installations, the purchase of electricity from renewable sources, river-water cooling, a biomass heating plant and a carefully planned waste management system.
Ready to rethink your packaging? We look forward to exploring new possibilities with you.
