PC-OCT22-PG32-33.1_Layout 1 05/10/2022 15:46 Page 32
FOOD PROCESSING & PACKAGING EXPLORING REUSE AND REFILL
Lee Metters, Group Business Development Director, Domino Printing Sciences (Domino), explores the coding solutions that can help improve the uptake of reusable and refillable packaging solutions
n recent years, governments worldwide have emphasised the need to shift towards a circular economy for packaging, with a particular focus on phasing out single-use, virgin, and unrecyclable plastics and exploring options for reusable products and refillable packaging.
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Many brands have also established ambitious commitments to make their packaging more sustainable by 2025. More than 500 organisations have signed up to the Ellen MacArthur Foundation’s New Plastics Economy Global Commitment, which recognises that reuse models should be explored to reduce the need for single-use plastic packaging.
However, while the drivers for adopting refill and reuse models are clear, the fundamentals of implementing such packaging solutions, while ensuring regulatory compliance, connecting with consumers, and gathering data for business insight are not necessarily straightforward. Particularly in coding and marking, different models may require different approaches to product labelling. The Ellen MacArthur Foundation suggests that, globally, replacing just 20% of single-use plastic packaging with reusable alternatives offers an opportunity worth at least $10 billion. The benefits include the obvious cost
32 OCTOBER 2022 | PROCESS & CONTROL
reductions associated with reduced packaging and transportation yet reuse and refill models can also help to improve the overall consumer experience, build brand loyalty, and generate valuable data and insight to help inform business decisions. However, the various consumer-facing reuse and refill models will demand different product labelling information and methods. Refill-at-home: With a refill-at-home model, the consumer keeps a container that is refilled with a new product as and when needed. Refill-at-home is typically suited to the soft beverage and home and personal care sectors. Refill-at-home models can work for both online and traditional brick-and-mortar retail – though there are significant benefits for brands operating in the e-commerce space. When unrestrained by shelf space, brands can take the opportunity to provide more options and greater customisation and can offer products on a subscription service to build brand loyalty and encourage repeat sales. Refill packs will be subject to the same coding and marking requirements as traditional consumer products – though with compact size refills, the code may need to be printed at a fraction of the size of the original packaging. Brands exploring refill-at-home
models could consider utilising 2D codes, such as QR codes. 2D codes could provide further information to consumers, including instructions for use or refill or personalised waste reduction statistics. Refill-on-the-go: These solutions include any model where consumers can bring their container into store to refill it – this includes in- store dispensing platforms and packaging-free ‘buy by weight’ retailers. Refill-on-the-go models can be used for fast-moving consumer goods – from food and beverage to home and personal care. Customers have the option to ‘only buy what they need’, helping to avoid product waste. As with concentrates, refill-on-the-go solutions can help tap into consumers’ desire for greater personalisation – offering a practical option for consumers to ‘pick and mix’ their ideal combination of flavours. In addition, brands can use refill-on-the-go to gather user insight through dispensing systems that recognise the user and collect data on preferences. Refill-on-the-go solutions may also be subject to coding and marking requirements – for example, allergen labelling for food and beverage products. This requirement can best be achieved using a printed label applied to the packaging after filling. Brands could use
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