Packaging Technology
“There is a need for flexible and efficient machines with simple and intuitive operation.”
Getting personal with your packaging
Suzanne Callander explores how confectionery producers can address the global personalisation megatrend, and hopefully profit from it too!
P
ersonalisation is an ongoing global megatrend that requires manufactures to tailor a service or product to accommodate individual consumer requirements. Across many manufacturing sectors this megatrend has been made possible on a large scale thanks to rapidly advancing production technology which is enabling automated plants to address the need for ‘mass customisation’ – a process that allows a customer to personalise certain features of a product, while allowing the manufacturer to keep costs at, or near, mass production prices. Traditionally, personalisation has been the preserve of smaller artisan producers who are agile enough to quickly adapt products to meet customer demand, but usually at a premium when it comes to pricing. The confectionery sector has been quick to address the personalisation trend. Consumers can now go online and design their own M&Ms, with personalised messages and images, for example. A good place for confectionery producers wishing to address the trend is to start to think outside the box when it comes to wrapping and packaging. Swizzles Matlow, for example, offers a facility that allows consumers to design their own personal messages on packaging. In the chocolate sector, Tony’s Chocolonely is doing a similar thing, offering
KennedysConfection.com
an online service which allows consumers to upload their own images and text onto an outer wrapper template which is then printed onto a wrapper and shipped to an address of the consumers choice. I spoke to Christoph Krombholz, Marketing Manager at Loesch Verpackungstechnik, to get his thoughts on packaging personalisation. He first highlighted the fact that the personalisation trend can pose problems for some larger manufacturers whose production lines are fully automated – making short batch runs and frequent changes difficult to achieve. “For mass customisation you need to identify smart technical situations so it could require a large investment. There is a need for flexible and efficient machines with simple and intuitive operation, so that they can start up again quickly following format or recipe changes,” says Christoph. “Another important consideration, of course, should be the environmental impact of the packaging materials chosen. An equally prevalent consumer trend is the demand more sustainable solutions.” Loesch is in constant conversation with its customers to ensure it is able to provide solutions to both traditional and emerging packaging needs. “Of course, we are also able to help with the development of customer-specific solutions, especially in the area of production personalisation,” continues Christoph.
Kennedy’s Confection March 2022 37
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