Packaging Innovations hailed a success

Packaging Solutions

Asda, Britvic, Aldi, Avon, Beiersdorf, Coty, GSK, Harrods and Jaguar Land Rover – just some of the major names attending this year’s Packaging Innovations, Empack and Label&Print.

Visitors flocked through the doors to hear the latest trends, solutions and innovations in the packaging and print market. They were treated to 300 exhibitors plus over 30 hours of educational content, from leading names including Innocent, Amazon, Mintel, and Lucozade Ribena Suntory. The show, which has been hailed a success by both visitors and exhibitors alike, also successfully launched four new show features.

James Drake-Brockman, divisional director of Easyfairs’ Packaging Portfolio, commented: ‘This is my first taste of Packaging Innovations, Empack and Label&Print, and it has been an incredible show. The world of packaging is fast moving and constantly evolving, and it is great to be at the heart of such a dynamic industry. This show enables professionals spanning the whole packaging spectrum to see the latest trends and newest innovations before everyone else. There were lots of new additions for this year including an ‘Innovation Showcase’ with onsite interactive voting, an Inclusivity feature and the Pentawards display, revealing the cream of packaging design. With an astounding 76% onsite exhibitor rebook for next year, I am sure the 2018 show will be the biggest yet.’

The Ideas Factory, a new theatre within the content programme, gave visitors access to leading experts from non-packaging based companies who discussed their insights and innovations which could be applied to the packaging market. Brands passing on their knowledge included British Gas – Hive, Mintel, Cambridge University, Blippar and Knowledge Transfer Network.

Tom Guy, product director at Hive, British Gas, discussed how to use technology to solve a specific problem. Guy commented, ‘We wanted to be a disruptor to the marketplace, whilst also adding value to British Gas. We had to make sure the whole brand clicked, from the innovative products and the very latest technology, through to brand design and the unboxing process. Technology has allowed us to design the product, adapting and learning from our customers as we go, creating a consistent, frictionless, simple integrated customer journey.’

Inclusivity was a key talking point at the show. Cambridge University, in partnership with DRW Packaging Consultants, hosted a new show feature, which examined how packaging can be made more inclusive at the design stage. Ian Hosking, senior research analyst, at Cambridge University was pleased with the number and calibre of people keen to discuss the topic: ‘Our objective is always quality not quantity, however on this occasion we managed both. It is fantastic to see people are really starting to think about their packaging, looking how they can turn it into an advantage. We have been explaining to visitors just how important the role of packaging is in independent living, and its commercial benefits. We have started the ball rolling. The job of us, and everyone else, is to keep it moving forward.’

Running alongside the show features was a full programme of inspirational content across five dedicated theatres. Sustainability was one of the show’s hot topics, with Simon Reid, sustainability manager at Innocent, kicking off day one with his keynote session ‘Leaving things better than we find them’. He announced that the next generation of Innocent bottles will be created using plant based renewable sources, an exciting innovation for the brand. During his session, he also discussed Innocent’s packaging criteria which includes ‘looking great on the shelf, feeling great in the customer’s hands and being sustainable’. Simon outlined the difficulties of balancing these criteria and the failures the brand has had in trying to do so, including its unsuccessful 2006 100% recyclable bottle.

The next Easyfairs packaging event will be Packaging Innovations & Luxury Packaging London, which takes place at London Olympia on 13 and 14 September 2017.