TRADE SHOWS
couraging. The key though, is that we’ve all got to do our bit. Including retailers, manufacturers, consumers, and of course the govern- ment. Focusing on retailers, I
believe they are also doing a great deal to support the packaging industry. To date around 40 companies have signed up to the CC2, in- cluding major retailers M&S, while the British Re- tail Consortium recently an- nounced that UK retailers have halved waste they send to landfill in the past five years. And in 2011 they’ll be doing even more. So it’s all positive stuff. There’s no doubt that
“There’s no doubt that commercially viable intelligent packaging will have a huge role to play over the next year or so.”
commercially viable intelli- gent packaging will have a huge role to play over the next year or so. It can pro- vide better value without necessarily adding cost, and has also led the way for sustainable packaging, not least in the UK’s supermar- kets. For example Sains- bury’s recently launched Jugit bagged milk which has a reusable jug, and Asda’s refillable fabric softener packs are currently trialling. Plus we will have a mass of innovative, intelligent and green packaging solutions on show at our NEC packag- ing event in February, espe- cially at our ‘Lion’s Lair’ competition where ideas for new intelligent packaging products will be pitched to
industry experts in a Drag- ons’ Den-inspired contest. In terms of how the in-
dustry is changing at the moment, some brands are moving from glass to plastic pouches (e.g. coffee com- panies) – but is it better or worse for the environment? This question caused quite a stir in our BIG Packaging debate, which we hosted at our London Packaging Show in October and which we are also hosting in February at the NEC. The main issue
better. In my view supermar-
kets have been very suc- cessful in reducing the volumes of packaging – cer- tainly Sainsbury’s, which by leading the trend towards using compostable alterna- tives for some of its own- label lines is a good example of a brand getting it right. Finally, packaging de- sign is also still very impor- tant to the consumer today as it provides consumer re- assurance as well as brand
being the topic of reusabil- ity. The problem for the packaging industry is that, quite often, there is a re- tailer response to consumer demand for packaging that could lead to choosing the wrong type, rather commu- nication of what is the best type of packaging for a par- ticular job. Different pack- aging needs to be used for different circumstances, and if we can save money for everybody involved the
identity and of course a means of delivery for the product itself. In-store, cer- tainly, purchasing decisions are directly driven by innova- tive structural or graphic de- sign. Creativity rather than cost per se is the key to achieving shelf stand-out, and it’s something that UK packaging designers have in abundance. All in all the fu- ture of the packaging indus- try looks to be in good hands.
| PACKAGING YEARBOOK | 2011 | 27
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