INTERPACK REVIEW REA ELEKTRONIK


POSITIONS SMART LABELLING AS A DRIVER OF PPWR COMPLIANCE


Reported live from interpack by Kennedy’s Confection, Frank Debusmann of REA Elektronik GmbH examined how intelligent coding and marking technologies are becoming increasingly central to PPWR implementation, with direct printing, traceability and recycling-compatible labelling systems emerging as critical enablers of circular packaging design.


A


t interpack’s SPOTLIGHT Forum, Frank Debusmann, sales director national at REA Elektronik GmbH, presented


a technically focused assessment of the role labelling and coding technologies will play under the EU’s Packaging and Packaging Waste Regulation (PPWR), arguing that identification systems are set to become a decisive factor in packaging recyclability, material recovery and regulatory conformity. Presenting under the title ‘Smart labeling,


clean recycling: labeling as a contribution to PPWR implementation’, Debusmann examined how packaging identification is developing from a secondary production function into a strategic component of circular economy infrastructure. “If packaging is to be not only protective but


also recyclable and compliant with the law in the future, product labelling will come into the spotlight,” he told delegates. The presentation centred on a growing challenge facing converters and brand owners as the industry accelerates its transition toward mono-material structures and recycling-compatible packaging formats. While mono-material systems are increasingly favoured under PPWR objectives, Debusmann noted that conventional labels, adhesives and multilayer decoration systems can create significant complications during sorting and reprocessing. “The main problem for all labels, especially


in food packaging, is recycling,” he explained. “A label on the substrate is not always easy to recycle afterwards.” Rather than presenting labelling as a


compliance obstacle, however, REA Elektronik positioned


coding and structures


technologies as a route toward simplifying packaging


while improving


traceability and regulatory transparency. A substantial portion of the session focused on direct printing technologies for corrugated


direct marking


board and fibre-based packaging substrates. According to Debusmann, direct marking systems offer several advantages under emerging PPWR requirements,


including


reduced material complexity, lower consumable usage, improved recyclability and greater production flexibility. “That means replacing labels through direct


printing,” he said, describing the shift as both a sustainability measure and a production efficiency opportunity.


convergence between packaging production, automation and digital data management. REA Elektronik showcased systems designed for high-speed industrial environments, including inkjet coding, laser marking and machine- readable identification technologies capable of supporting variable data integration and automated verification. Debusmann argued that the sector


is entering a period where packaging communication must function simultaneously for consumers, recyclers, regulators and automated sorting systems. “There is a lot of work to change our


processes,” he observed, referring to the transition toward harmonised European sustainability targets and traceability requirements. Alongside recyclability considerations,


the presentation highlighted operational efficiencies associated with smart coding systems, including inventory management improvements, production flexibility and reduced material inputs. Direct printing onto corrugated substrates was presented as particularly relevant for transit packaging and secondary formats, where the elimination of labels may improve fibre recovery performance. The presentation also referenced future-


Debusmann repeatedly linked identification


technologies with the broader data infrastructure now developing around packaging compliance. As digital product passports, traceability obligations and harmonised waste- sorting systems begin entering legislative frameworks, coding quality and machine- readable information are becoming increasingly important throughout the packaging lifecycle. “We are responsible for code quality,” he said. “In the future, the responsibility goes much further through the whole process chain.” The presentation also reflected the extent to which PPWR implementation is accelerating


facing developments including digital product passports and increasingly sophisticated product authentication systems, both of which are expected to rely heavily on durable, high- resolution coding infrastructure. For an interpack audience already


confronting tightening sustainability targets and mounting legislative complexity, Debusmann’s keynote


reinforced an


increasingly prominent industry theme: packaging identification is no longer simply a branding or logistics function, but an integral component of recyclability engineering and regulatory compliance.


MAY 2026 • KENNEDY’S CONFECTION • 21


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