Digital print transformation in the corrugated industry has been a promise waiting to happen for many years. Part of the reason for the delay could be the industry has been perceived as having one monolithic set of needs and digital print has been promoted as one generic solution to fit all of those needs. However, all corrugated needs and digital print solutions are not the same.

The reality is much more nuanced. There has been some progress in several use cases and sub-markets including high quality graphics, samples, mock-ups, displays, short-run, large format, double-sided print, and supply chain efficiency including turn-around time, but there are still a few other use cases like personalization and variable data that haven’t yielded transformation. Digital print still only addresses a fraction of the overall market for printed corrugated packaging. For this to change, we must address the existing gaps in the overall solution set.

Digital print solutions do not adequately address all substrate, board combinations, and form factors. Special requirements of the printed product like ink holdout, colour, overprint varnish, coefficient of friction, durability, and gluability play a part in what can or cannot be done by any given digital print solution. Specific press limitations might mean something can be done in limited quantities or certain situations but cannot be done at scale and remain cost effective.

Digital print solutions do not adequately address all substrate, board combinations, and form factors. Photo © Drupa

The promise

Digital print was and still is supposed to simplify, streamline, and accelerate the overall graphics, print process, and product development for the corrugated industry. Digital print in corrugated has been most successful in areas in need of disruption including samples, mock-ups, displays, and ultra short runs. However, to get at the bulk of the market, digital needs to contend with what analog printing does well day-in and day-out.

Analog has been incrementally fine-tuned to provide the quality, productivity, reliability, equipment life expectancy, and cost structure that the market recognizes today. Digital print must do something better or different to provide more value than analog.

Finally, digital printing must consider the macro trends and needs of tomorrow. These macro trend requirements are fast turnaround, short run lengths, supply chain efficiency, e-commerce, lightweighting, sustainability, and automation.

The predominant issue with digital print is the production costs for a given run length compared to the analog alternative. For digital to win more broadly, it must look beyond just consumables cost and at reducing overall value chain costs including running costs, maintenance, capital, useful life, and any other steps or parts that can be streamlined.

It is encouraging to see there is a next generation of solutions being developed that will hopefully help make some of the necessary improvements to expand the segments of the market where digital can add value.

For those of us who have been championing digital print and what is possible to transform the corrugated industry, the pace of progress is both encouraging and disappointing. There are pockets of great success, but there is also a lot of work to do to get us to the full transformation that all members of the value chain need.

Robert Seay is the vice-president of digital print strategy and growth at Georgia-Pacific. This article, a part of Drupa’s Essential Series of Print, appeared in the January/February 2024 issue of PrintAction.

Yet, if we want to envision a sustainable and harmonious future, we must change our attitudes and discourse, offer new solutions that embody the challenges of tomorrow, disrupt deeply rooted habits, approach growth differently, and recognize that there is not just one way of doing things.

Digital technologies, which commercial printing and the label industry have embraced for a long time, will inevitably contribute, whether we are convinced or reluctant, to providing new perspectives in service of projects and needs. Behind digitalization lies not only the printing aspect, which is often seen in opposition to conventional approaches like offset or flexography, but also a world of finishing, including embellishments such as varnish and foil stamping, as well as cutting, automated workflow management, and enhanced prepress control that bridges the gap between clients and production.

To embrace and perhaps anticipate these technologies, the key is to evolve the mindset, adopt a holistic approach, reconsider the relationship with clients and the market, and thus transform the company culture, allowing new capabilities to permeate and impact all levels of society.

Digital synergies

Web-to-print, continuously evolving in its approach to the market, anticipating needs, and delivering highly refined customer experiences, has directly benefited from the new capabilities offered by digital advancements. It certainly would not have revolutionized the market without this contribution. However, we must not forget that web-to-print and digital technologies mutually leverage and feed off each other to progress and gain market share, forming a virtuous spiral.

In turn, web-to-pack benefits from the capabilities provided by digital means dedicated to the packaging and point-of-sales industry.

This, in turn, justifies the development of new equipment and solutions by manufacturers. The combination of digital and web-to-pack undoubtedly contributes to democratizing access to simplified packaging solutions that were previously reserved for experts with minimum volumes.

It now allows any brand or project holder to launch, test the market, make mistakes, backtrack, and avoid imposing heavy commitments.

Rapid web-to-pack market growth

All of these factors contribute to the rapid growth of the market share captured by web-to-pack without impeding the traditional business conducted on a personal basis. Moreover, the increasing number of new product launches, special and limited editions, and the incredible trend of offering numerous variations of the same product—to cater to individual consumers’ preferred flavour, colour, etc.—all contribute to the explosion of demands that require online solutions coupled with digital production technologies. If these numerous packages are produced locally, directly within the workshops connected to the web-to-pack platform, the loop is closed.

We are witnessing the development of more or less advanced and transparent web-to-pack offerings, indicating that these solutions seem like El Dorados. However, let us not be mistaken. The production of packaging, even with digital equipment, requires well-controlled processes and technical know-how that are acquired over time, sometimes through setbacks. Some platforms simply act as intermediaries, selling products produced by local or exotic manufacturers, while others make the radical choice of controlling their processes and production in-house, despite the constraints and difficulties this process entails. However, they retain all the added value within their own company.

As with any epic journey, we are witnessing the creation, consolidation, disappearance, and rapid growth of companies until the market structure solidifies. In the meantime, ingenuity and creativity know no bounds, naturally pushing the boundaries.

The remarkable ability of human beings to invent and reinvent themselves gives us hope for a promising future, albeit different from what we know today. Ultimately, one question remains: Do we wish for something better tomorrow, or can we become better ourselves? That is quite a program.

Fred Corbo is CEO and owner of SmilePack.fr, a web-to-pack platform. A part of the Drupa Essentials of Print Series, this article was published in the November/December 2023 issue of PrintAction.

At an exclusive event for packaging converters and print service providers, Agfa unveiled its SpeedSet 1060 inkjet printing press for the packaging market. 

“Engineered with our deep understanding of corrugated and display converters’ needs for precision, the Kongsberg Ultimate promises to redefine standards and usher in a new era of productivity and innovation, delivering a fast return on investment for convertors of corrugated board,” said Kongsberg PCS president and CEO Stuart Fox. “Enhancing operations and providing a significant competitive advantage, the platform sets a new industry benchmark and is set to drive the future of corrugated production for years to come.”

The Kongsberg Ultimate offers an acceleration rate of up to 2.74G and a cutting speed of 168 meters per minute.

QR codes are a type of two-dimensional barcode that store information as a series of pixels in a square-shaped grid. They can store over 7000 characters. They can be scanned in either direction (transverse or longitudinal), making them more versatile and easier to use for supply chain and inventory management purposes.

While their use in Asia is near ubiquitous, as they are a popular method for payments, their acceptance in North America has been more fraught. When they were first introduced in the 2010s, these boxy barcodes were seen as a hassle because you needed a smartphone, access to the internet, and a separate app to scan them. The lack of education in their use and versatility was a misstep in their implementation.

The renaissance

QR codes experienced a renaissance during the pandemic. In the pandemic-induced touchless reality, these little boxes, as mobile-first technologies, became lifesavers. They appeared on menus, posters, and stored our health information. They easily integrated into our everyday lives because, as of 2017, QR code scanners had been incorporated into most smartphone cameras. Plus, according to Pew Research, 84 per cent of Canadians own a smartphone. Our desire to experience a world outside our bubbles increased their mainstream acceptance in design and communication, thereby creating a meaningful way for organizations to connect with customers.

However, three years later we still have a complex relationship with these unsexy boxes. As our society adjusts to a post-COVID-19 world, the QR code’s use continues to be polarizing. With increased familiarity, QR code scams have become more common. Some uses, such as on menus, have become less popular. For example, in the span of two years, the New York Times published several articles praising QR codes only to spell their doom in May 2023.

We have come full circle. Society knows what and how to use QR codes but cracking the right use-case scenario is still unclear. Since Denso Wave does not enforce their patent, QR codes are being developed to solve unique problems like NaviLens for the visually impaired. However, for marketing purposes, the primary thing to remember is they can store information and, therefore, do a lot of different things. Unlike their one-dimensional counterparts, they can: 

• direct consumers to a website, redeem a discount, or subscribe to your marketing communications;
• post on social media;
• link directly to download an app on the Apple App Store or Google Play;
• authenticate online accounts and verify login details;
• access wi-fi by storing encryption details such as SSID, password, and encryption type;
• send and receive payment information; and
• build augmented reality experiences, etc.

Any one of these could be a great addition to marketing strategies, as QR codes can amplify every stage of the consumer journey, from initial awareness to brand advocacy. Their popularity has indeed grown. According to Statista, in 2022, approximately 89 million U.S. smartphone users scanned a QR code on their mobile devices, up by 26 per cent from 2020.

Here are some considerations if a client wants to use a QR code.

Purpose

What value will the QR code be adding to the customer journey? Is it practical? QR codes on subway cars or billboards can be problematic if there is no internet access or a risk to public safety. QR code menus have fallen out of favour, as restaurants and meals have the societal expectation of non-technology zones. Choose applications that are appropriate and add value.

Design

Put yourself in your customers’ shoes when considering placement and size. Ensure your code is easily accessible and big enough for phones to scan (and leads to a mobile-friendly landing page). As a barcode, contrast is important; inverse or low contrast colours can make it unscannable. Simplicity is also key. For long URLs, consider using a link shortener so fewer characters need to be encoded. One of the unique properties of QR codes is some generators will build in redundancy so that even if part of the code is damaged or removed (such as placing a logo in the centre) they will still scan. However, the more complex the QR code the bigger it will need to be for the pixel pattern to read.

Dynamic vs. static

There are multiple methods to create a QR code from online paid or free generators to application-based solutions like InDesign or XMPie. Consider though that many of these options create static QR codes. The problem with this form of QR code is that when a link changes, the barcode becomes obsolete. When possible, use a service providing dynamic QR codes. A dynamic QR code has an editable final destination URL, thus continuing the longevity of the media on which it is printed.

Security

Humans cannot read QR codes, so it is easy for hackers to alter a QR code. Attackers can embed malicious URLs containing custom malware or direct a user to a phishing site. In 2020, Denso Wave improved the original design. Their new QR codes include traceability, brand protection, and anti-forgery measures. Also consider using a secure QR code platform as well as a custom domain and SSL.

Data collection

QR code generating software can offer analytics. The data collected can include location, the number of times the code has been scanned and at what times, plus the device which scanned the code. More tech-savvy users can add UTM parameters to website URLs to track and perform in-depth analysis of campaign performance. Understanding which communication channels are reaching customers is invaluable in marketing campaigns.

Future of QR codes

In 2013, marketing experts Scott Stratten and Alison Kramer wrote the book, QR Codes Kill Kittens: How to Alienate Customers, Dishearten Employees, and Drive Your Business into the Ground, where they said, “we are using QR codes to show that we’re using QR codes.” Some may say we are doing the same again. However, according to a study by the Drum and YouGov, 75 per cent of consumers have said they plan to use QR codes going forward.

The widespread adoption of QR codes provides businesses with information to help grow and enhance customer satisfaction. Educating your customers on the versatility of QR codes and how they are quick and simple to implement could be just what they need to help ease their concerns and build value-added user experiences.    

Olivia Parker teaches visual communication and media production. She can be reached at olivia.ovp@gmail.com. 

This article originally appeared in the July/August 2023 issue of PrintAction.

“With HP 2600 as the latest addition to our solvent ink portfolio, big brand manufacturers can continue to reduce maintenance costs and gain production efficiencies that drive higher uptime on their packaging coding lines” said John Meiling, director of marketing and category management with HP Specialty Printing Solutions. “HP is committed to delivering outstanding print quality throughout the life of the print cartridge, helping brands realize low maintenance coding and marking, while also making progress towards their sustainability goals.”

HP also introduces a thermal inkjet (TIJ) 108-mm bulk printing solution for coding and marking on secondary packaging. This TIJ technology enables direct printing on the outside of packaging boxes, improving recyclability by avoiding glues and other adhesives required with traditional labelling processes.

More than 2800 exhibitors showcased their technologies and solutions from May 4 to 10, 2023. Approx. 143,000 visitors attended Interpack with two-thirds of them coming from abroad. The trade show focused on the four topics of circular economy, resource management, digital technologies, and product safety. There were machines for filling containers, from glass and metal to hard and soft plastic. Fault detection solutions, ranging from leaks to metal detection in food, were also on display. Videojet, a well-known coding and marking solution provider, had a large booth at the show.

Clear labels

Sustainability and reduced energy consumption of processes was an important topic at Interpack. Many paper-based, and less- or no-plastic packaging solutions were exhibited at the show. CCL Labels showed the various embellishment solutions they offer on shrink sleeves for alcoholic beverages using premium foils and embossing. They also offer blow mould and in-mould labelling solutions. They had an interesting demonstration of clear labels for beer bottles. The adhesive is water-soluble, and the labels come off when the bottle is immersed in 70 C water. The label then sinks to the bottom of the hot water bath.

Paper-based heat sealable flexible packaging.

Paper-based solutions

Another exhibitor was Sappi Paper, who had on display their innovative (e.g. cellulose-based) solutions for paper-based flexible packaging. One of the products they showed was heat-sealable paper. Of course, paper cannot be heat-sealed on its own. Sappi’s product has a coating, which is certified for food contact, on the inside of the packaging. This coating gives the heat seal properties. These paper packages are being sold commercially in the European market.

Many exhibiting companies were claiming to be sustainable. Most of the time, the sustainability claims stemmed from either using less energy or fewer materials than before. Some companies have moved away from petroleum-based raw materials. One such company is LEEF, which makes a variety of products, such as trays, plates, cutlery, and flip-flops, from dried and compressed palm leaves.

LEEF produces trays, cutlery and plates from dried and compressed palm leaves.

Spotlight

A new feature of the show was the Interpack Spotlight. Every day, the spotlight was on a specific topic. Sustainability was spotlighted on day four. One of the talks on that day highlighted software that can help create more sustainable products. The company Recyda helps customers navigate laws and product labelling requirements so that a product can be recycled correctly in the market it is being offered in. Recyda is active in Europe and plans to expand into North America shortly.

Seaweed-based dishwasher tab packaging film.

During a presentation, the German Association of Machinery and Equipment Manufacturers (VDMA) said packaged food sales will increase to 5.3 billion tons in 2026, a 14 per cent increase from 2021. North America and Europe will see an increase of eight per cent until 2026. This also means an increase in the use of packaging materials, especially rigid and flexible plastic, by 14 and 21 per cent, respectively. If nothing gets done, there will be more plastic than fish in the oceans. Also, food loss based on spoilage during transport is quite immense. VDMA sees mechanical engineering as a key driver for sustainability. Retrofitting older machines with new control and drive systems can reduce power consumption by up to 30 per cent. Their booth showed many innovative solutions from German universities. One of the innovations was a seaweed-based film that can be transformed into trays and dishwasher tab wrappers. The wrapper dissolves in water and doesn’t leave a residue. During the Interpack show, the innovators of this product also found that their materials can be marked with inkjet and laser engraved.

Another innovative product on display was resealable product bags made from 100 per cent paper by German company Weber Verpackungen. These bags allow consumers to see the product inside. Other companies showcased sustainable self-adhesive tapes to replace the plastic-based adhesive tapes for sealing shipping boxes. The adhesive is natural rubber-based, and some of the tapes are even compostable in an industrial composting facility. Elsewhere on the show floor, I saw kraft paper-based air pillows to protect products during shipping.

I also came across a company that developed a heat-sealing machine for packaging trays. Unfortunately, the transparent material used to provide heat-sealing capabilities is still petroleum-based. However, it is a question of time until someone develops a film based on sustainable material. The same company also offers pulp-based heat-sealable menu trays.

Ricoh showed a very innovative marking solution. They developed a special coating that can be printed with a flexo press. The coating is semi-transparent and can be printed with a thermal printhead. They call it “On Demand Direct Packaging Printing” for marking prepacked fresh food. The special coating that can be marked with a thermal printhead has to be printed last. Due to the layer’s semi-transparent nature, the tray’s content is somewhat visible. This technology removes the need for labels that are often hard to remove from packaging as well as the need for ribbons used in thermal transfer printing. Currently, this solution is intended for packaging trays for cheese and cold cuts, fresh meat and fish as well as soft fruits and vegetables.

Overall, sustainability was at the forefront of the 2023 Interpack trade show. While several plastic-based packaging and wrapping solutions were on display, there were more recyclable options. It was, again, an exciting trade show for the packaging industry. The next Interpack will be held in Düsseldorf from May 7 to 13, 2026.   

This article originally appeared in the May/June 2023 issue of PrintAction.

“The HP Indigo 200K is a mid-web digital press especially designed for converters addressing the needs of brands in flexible packaging, but it also serves the growing requirements of the label and shrink sleeve industries for higher productivity and wider format,” said Noam Zilbershtain, VP and general manager of HP Indigo & Scitex.

The new press prints up to 56 m/min (183 ft/min). Featuring gravure-matching colour quality based on the HP Indigo Liquid Electro Photography (LEP) and One-Shot Color technologies, the new press is designed to print high coverage packages with white on the majority of industrial substrates, both surface and reverse. Additional business opportunities include unique brand protection elements.

Founded more than 40 years ago, the Ellis Group has three manufacturing facilities in Ontario. The acquisition was a surprise as the Ellis Group was and is a thriving business with an active clientele. I interviewed Marc Shore, CEO of Max Solutions, to unpack this major industry development.

As it turns out, in January 2022, the Ellis family initiated a process to explore the opportunity to find an acquirer that made sense for their business and to take the Ellis Group to the next level. A strong cultural fit was very important to Bill Ellis, CEO of the Ellis Group, and his family. Max Solutions checked all the boxes.

“We knew how important it was to find a partner that shared our commitment to excellence, service, and to our valued employees. I am extremely proud of the company we built and have great appreciation for everyone who has contributed to its success. Max Solutions has the expertise and experience to take the Ellis Group to the next level,” said Bill Ellis in a media release sent to announce the acquisition.

“The Ellis family has built a strong legacy of innovation, state-of-the art technology, and exceptional customer support over the past 40 years. Together, we will leverage our complementary capabilities, product portfolio and end-market expertise to provide unmatched service, speed-to-market, zero-defect quality, and the highest levels of contingency planning to our customers,” explained Shore. “Historically, we’ve sought to serve our customers in a scaled, and global, way. Ellis allows us to better serve our customers in North America and expand into additional regions.”

Dennis Kaltman.

Marc Shore.

Industry veterans

Shore started his print and packaging career at Shorewood Packaging where he worked for over 28 years. He was named president of Shorewood in 1991 and CEO in 1995. During his tenure, Shorewood’s sales grew from USD60 million to USD700 million. Shorewood was sold to International Paper in 2000, where he continued to work as president of Shorewood and an officer of International Paper until 2004. In 2005, he founded Multi-Packaging Solutions (MPS), another specialty packaging platform, with private equity backing. He grew the company to over 70 factories in 14 countries and $2 billion in revenue. MPS went public in 2015 and was eventually acquired in 2017 by WestRock (WRK). Shore stayed at WRK until August 2020.

In November 2021, Shore founded Max Solutions along with industry veteran Dennis Kaltman, who is now the president of Max Solutions.

Kaltman has more than 20 years of experience in the print and packaging industry. He started his career with Queens Group, where he was senior vice-president from 1990 to 1998. When Queens Group was acquired by Shorewood Packaging in 1998, he was named senior vice-president. Following the acquisition of Shorewood by International Paper, Kaltman served as senior vice-president of the home entertainment packaging division. Kaltman joined Shore at MPS in May 2005, a few months after it was founded. He first served as executive vice-president and COO but was then named president in August 2007 and given responsibility for the global branded consumer market in February 2014.

Needless to say, Shore and Kaltman have extensive experience in the global specialty packaging segment, especially in the consumer and healthcare segments. At Max, they’ve made significant investments in next-generation technology. Their Bristol, P.A., facility opened in July 2022 and their Concord, N.C., facility opened in December 2022.

Canadian connection

Both Shore and Kaltman have been operating in Canada since 1982.

In a press release, Kaltman said, “Both Marc and I have operated in Canada for many years with Multi Packaging Solutions and before that, Shorewood Packaging, dating back to 1984. We’re thrilled to be back. The Ellis family has made significant investments in technology and capabilities over the years. They’ve built a talented team with valuable skill sets and we look forward to working closely with them to continue their legacy of innovation and exceptional customer service.”

According to Shore, the Ellis Group will eventually become Max Solutions Canada.

“We recognize – and appreciate – the equity Ellis has with customers and within the industry. So we’ll work to make the transition as seamless and thoughtful as possible and limit confusion for the customer,” said Shore.

For now though, all the three Ellis locations are operating normally as they were pre-acquisition. Shore and Kaltman have made some organizational changes, “which embrace a lot of the senior leadership within Ellis.”

“Max Solutions will continue to invest in the Toronto facilities to enhance manufacturing, planning, and scheduling capabilities to better serve and communicate with our customers. Additionally, we will leverage our supply chain relationships to ensure raw materials are always available,” added Shore.

From a facility footprint and capability standpoint, the acquisition has expanded Max’s ability to serve the market and the breadth of its customer base. The company will also enjoy greater scale with respect to working with suppliers.  

An edited version of this article originally appeared in the January/February 2023 issue of PrintAction.

The C550 uses HP’s Thermal Inkjet technology and water-based inks and sports a speed of 90 lm/min.

David Tomer, general manager of HP post-print corrugated solutions, said, “HP is continuing its investment in the packaging market to create new opportunities for packaging converters and brands to benefit from the analog to digital transformation. We are very excited to deliver the C550 press to the corrugated industry. It is built on the field-proven success of the C500 press and allows converters to economically produce flexo and litho boxes at high speeds without slowing down the press. We are constantly working on innovative solutions that not only improve post-print stability and productivity for converters, but also meet the quality and flexibility demands of brands for packaging.”

Pack4Good is a solutions-driven initiative helping the world’s largest fashion, food and beverage, and beauty and care brands eliminate Ancient and Endangered Forests from their packaging supply chains enroute to building a stable supply of low-carbon and circular alternatives.

“From the farmers in and around our vineyards to paper suppliers, packaging producers, and NGO partners, we are all united in our mission of creating an experience that marries beauty, function, luxury, and sustainability under our enduring motto: One quality, the finest,” said Iris Decamps Bret, Veuve Clicquot global head of product, Collections and Innovation. “We are proud to partner with Canopy on the Pack4Good initiative, and to bring the Ecoyellow gift box to our customers.”

“The Veuve Clicquot Ecoyellow checks all the boxes. It proves packaging can be beautiful, luxurious, on-brand, and sustainable,” said Nicole Rycroft, executive director of Canopy. “We are thrilled to have Veuve as part of Pack4Good and for them to lead the way for other brands in reimagining the future of luxury – one that doesn’t compromise on quality or the planet.”

“We conducted multiple consumer studies while developing this solution, and in almost every case, we heard that removing the liner is a point of frustration today,” said Matt Schalewski, senior global business development manager at Aptar. “Slide enables consumers to access their product with one opening gesture, delivering a convenient and memorable packaging experience while still protecting product shelf life and reducing the potential for product tampering.”

To eliminate the need for a foil liner, Aptar Food + Beverage developed a patented non-detachable tamper evidence system, which is built into the closure. Upon first opening the package, the tamper evidence band visually slides from the “closed” to the “open” position and locks into the lid of the closure. This is a benefit to both brands and consumers as this feature provides product safety by informing consumers whether the package has been previously opened. Additionally, Slide provides a much more convenient packaging experience as consumers no longer need to unscrew the closure, remove and dispose the liner, and put the closure back onto the bottle before dispensing the product. With Slide, all these steps are replaced by one gesture.

Slide has been tested for use on shelf-stable products. This innovative solution also comes in industry standard dimensions and bottle neck finishes.

The holder will be offered in both four- and six-pack formats and will also allow for varying levels of branding space depending on the market’s needs. The holder was designed for hand packing.

“Providing a simple, single-material option for the market seemed like the most practical and accessible option while developing this holder,” said Jerry Theoret, CEO and president of Battlefield Press. “It’s very important to Battlefield to allow a wide range of brands in the beverage industry a simple solution; we wanted to make the holder as versatile as possible allowing it to evolve into whatever and wherever the market takes it.”

The HP PageWide T700i Press, which is expected to be available for installation in late 2023, will be configurable to meet specific customer and market needs and includes a variety of in-line options for manual or continuous unwinding, priming, varnishing, and delivery in both roll and sheet format. Select configurations will be capable of up to 1,000 ft per minute (300 m/min) supported by HP’s single-pass Thermal Inkjet technology with water-based inks for printing packaging. The new press will feature the next generation HP Thermal Inkjet printheads.

“We listened to the needs of our customers and the market when designing the T700i Press. Now more than ever, converters need greater flexibility to respond to dynamic market trends and challenges, and digital packaging continues to fundamentally transform the packaging supply chain for high-volume and mainstream production,” said Annette Friskopp, global head and general manager, HP PageWide Industrial. “The HP T700i Press enables customers to achieve production cost savings and shorter lead times and enables them to go after higher value print jobs.”

The HP PageWide T700i Press will be the second press format built in collaboration with Koenig & Bauer.

“Koenig & Bauer is one of the world’s leading traditional press manufacturers, with over 200 years of experience in press engineering and developing innovative solutions that meet customers’ quality expectations,” said Christoph Müller, Koenig & Bauer executive board member. “Together with HP’s leadership and innovation in the field of thermal inkjet technology, the HP PageWide T700i Press was developed to once again combine our complementary technological strengths to provide packaging converters with unprecedented flexibility and quality consistency.”

The Delta SPC 130 FlexLine Eco+ press can print media sizes of up to 1.3 m x 2.8 m. This new press will be fully upgradeable to the Delta SPC FlexLine Automatic press. The new machine will be addressing converters with volumes of between 4 million and 8 million m²  a year. It also includes a compact drying system.

Koenig & Bauer Durst have introduced the Dynamic Nozzle Management (DNM) tool, which is expected to reduce printhead maintenance across its Delta SPC 130 product portfolio. The tool identifies nozzle clogging and can then be programmed to manage the level of ink being jetted from the head.

Matthias Krautgasser, Koenig & Bauer Durst’s Delta SPC 130 product manager, said, “We have already implemented our automated non-contact cleaning system – DNM will further increase uptime and productivity of our Delta SPC 130 product lineup. DNM is another tool in our parcel of advanced technologies, which will give our customers even more confidence in these challenging times. The DNM will be fitted to all new products, including the Delta SPC 130 FlexLine Eco+ model that will be available from next year. It can also be upgraded to existing customer machines. Many of the corrugated converters we are in discussion with have run lengths of between 4 and 8 million m² per year, so the new Koenig & Bauer Durst Delta SPC 130 Eco+ will be perfect for them, with the capability to upgrade to the SPC 130 FlexLine Automatic press later.”

Robert Stabler, managing director, Koenig & Bauer Durst, said, “Raw material shortages, cost pressures and mitigation strategies continue to be high on the agenda for customers. Coupled with brand owners demanding that new production methods are reliable, compliant and cost effective, we are confident that our complete product portfolio, including the new Eco+ press from Koenig & Bauer Durst, will meet the rapidly changing requirements. It was clear from discussions at our SPC Open House that converters increasingly need to have the capabilities and competencies to mass customize without any compromise on quality, and all at an effective total cost of ownership, which we provide.”

The benefits of digital finishing are clear and answer many of the challenges facing both folding carton and corrugated converters around the world today: rapid turnaround of jobs, shorter runs, design and production flexibility and immediate error correction and/or changes according to designer or customer requirements. Web-to-pack, whether printed digitally or conventionally followed by highly automated digital finishing, is a perfect fit for operational flexibility and differentiation opportunities. The demand for the requirements afforded by digital, were present even before the effects of the pandemic, of course. However, they seem to have become more important than ever. There is more pressure to maximize operational efficiency and to overcome supply chain shortages. Today, jobs need to be streamlined and optimize production.

In the age of print 4.0, the web-to-pack business model is surely a great fit for the future, with many businesses already reaping the benefits. We see successful converters selecting the right tool(s) for the job, with many running conventional and digital manufacturing approaches in parallel. A full implemented digital manufacturing strategy will dynamically gang jobs onto a single sheet, reducing the number of set-ups to ensure a healthy set-up: production time ratio. Jobs are then finished digitally without mechanical dies, saving time and money.

In the USA, Digital Room has built their business around the concept of offering customers nearly endless product customization possibilities through a portfolio of e-commerce websites including UPrinting, Packola, and LogoSportswear. Digital Room is leveraging the latest manufacturing and e-commerce technologies to enable this. Chase Cairncross, COO, Digital Room, says, “With the constant increase in e-commerce, customers want to be able to decide the shape, size, colour, and quantity of the items they need – they do not want to be limited to what they are told they can have.”

Heuchemer Verpackungen in Germany is doing something similar at  LAMAXSO.com, a digital packaging platform for small business owners, entrepreneurs, and local manufacturers. They offer customers packaging design templates and a portfolio of customized shipping boxes, bottle packaging, folding boxes, gift boxes, product trays, decorations and more.

The nature of these customized jobs ordered through web-to-pack sites, are short print runs that challenge the conventional manufacturing process. This is where digital manufacturing shines, enabling cost-effective and timely production of such jobs, bringing all the advantages of digital to the post-print part of the packaging manufacturing process.

While the web-to-pack model was accelerated by businesses looking to meet the challenges of the pandemic, the many benefits of digital finishing within it are now starting to be more widely understood. Indeed, you don’t need to go far to see some stunning examples of print and packaging that leverage this technology, achieving stand-out products that wow consumers and increase sales across the value chain.

Simon Lewis is the VP of marketing at Highcon.

“With MGA Contact, brand owners and packaging designers now have twice as much space to display their messages and information. This way, packaging for fruit, vegetables or chocolates can feature a more attractive design,” explains Josef Sutter, product manager for Sheetfed/UV Europe at Hubergroup.

This is possible as the ink specialist only uses ingredients that have been authorized for direct contact with food in accordance with EU guidelines and FDA criteria. Moreover, the ink series is produced in a separate production facility at Hubergroup’s plant in Celle, Germany.

The new portfolio is designed for a wide range of film, paper and aluminium packaging applications and is based on a number of binder technologies ensuring suitability no matter what substrate is used.

The chlorine-free heat sealable coating range meets all technical and regulatory requirements and provides a solution for the latest mono-material packaging structures designed for today’s recycling infrastructure.

Stephen Butler, product manager for Flint Group Flexible Packaging in Europe, said, “Many brands and corporations are seeking to eliminate polyvinyl chloride from their packaging due to concerns about its impact on the recyclability of packs, as well as the environment. When PVC is mechanically recycled in today’s typical recycling stream, the high processing temperature can cause degradation of the resin into smaller chlorinated components, which can impact the quality of the resulting recyclate. At Flint Group, we are committed to building products responsibly ensuring we do not use harmful substances and, wherever possible, utilize responsibly sourced materials to help drive a more sustainable future for our industry. This new range of chlorine-free heat sealable coatings is testament to that commitment.”

Alongside the post-consumer packaging recycling advantages, NexisCode chlorine-free heat sealable coatings have a number of benefits. These include the possibility to heat-seal pack structures based on non-sealable mono-materials to achieve a reduction in total packaging weight and low thermal sealing properties enabling their use in temperature-sensitive packaging applications. The new range from Flint Group Flexible Packaging also offers printing process versatility. It is suitable for rotogravure, flexographic and coating applications and is available in both peelable and non-peelable formats for tear performance on a wide range of packaging substrates.

It features inside-outside printing in a single pass, complex diecutting capabilities and quick changeovers on the full line.

“The Masterline DRO has been designed to match market demands for valuable packaging, faster delivery times and more sustainable operations including the new e-commerce requirements,” said David Arnaud, product marketing director, FFG DRO. “As brand owners demand ever higher diecutting and printing quality from their corrugated packaging suppliers, achieving both, while retaining a profit margin, has become increasingly important for box makers. Masterline DRO achieves exactly that, and we believe it sets a new benchmark in the industry.”

Jointly developed by Koenig & Bauer and Durst, beta testing is due to start in the coming weeks. The first units of the VariJet 106 will be installed at customer sites in Europe and America in the second half of 2022. Target groups include pharmaceuticals, cosmetics, tobacco and food industries, as well as folding carton converters.

The VariJet 106 is based on water-based inkjet processes to provide high print quality. The digital printing system is at the heart of the collaborative development between Koenig & Bauer and Durst. The VariJet 106 platform is based on Koenig & Bauer’s standard high performance Rapida 106 platform and Durst printhead electronics, inkjet expertise and Durst workflow and RIP technology. This includes Durst Analytics, Smartshop and Workflow.

Using seven colour water-based food compliant inkjet technology (CMYK plus orange, green and violet), the VariJet 106 is suitable for food applications that meet the stringent requirements for food safe primary packaging utilizing proprietary water-based ink technology. The VariJet 106 can produce personalized and individualized print products or alternate between short and medium runs.

Koenig & Bauer and Durst first announced they had joined forces and set up an independent joint venture company in 2019. The VariJet 106 is the first product jointly and developed by the two companies.

Robert Stabler, managing director, Koenig & Bauer Durst, said, “We are really excited by the progress we have made and the opportunities with our VariJet 106 despite these testing times. We have beta sites at an advanced stage of planning. These potential customers already have a vision for mass customization. Feedback from our customers is that shorter run lengths, mass customization and the need to be more agile are the compelling reasons for moving to digital production.”

Variable data printing is just as it sounds. It’s variable in terms of hyper-personalized, fast, small-batch applications, and it involves data (the more, the better).

“Using information from various databases, sometimes up to 20 pieces of data per individual,” explains Mandarino, “we can personalize direct mail with text and images specific to a person’s interests, change the image depending on the province and so on. The beauty is that nowadays, sourcing of images is very affordable.”

Mandarino also explains that since people are spending a lot of time at home due to the pandemic, “they like opening their mail, and the use of direct mail has increased. People are also computer fatigued. [With VDP], you have to be careful about the data and make sure it’s accurate, but there is huge potential and new opportunities for printers.”

Jeff Zellmer, vice-president of global sales & strategy at Eastman Kodak, echoes this perspective. “Today, variable data printing is a key component of the marketing mix,” he says. “Lately, variable data printing is enhanced by the trend toward ‘programmatic print,’ which combines online and print channels in a way that can substantially improve the marketing ROI.”

However, at this point in time, some in the industry don’t understand the ROI potential of VDP, according to Rob Gradishar, director of production and industrial print (western region) at Konica Minolta Canada. That is, some companies may be reluctant to pay the costs of acquiring a potential customer database. Gradishar reports there is exponential growth in postcard-type VDP marketing materials, and less growth in enveloped pieces.

In terms of who is getting into VDP, he says it could be a marketing company that has acquired printing capabilities or a printer who is getting into marketing. “There’s also the collaboration model with a marketing firm working with a printing company,” Gradishar notes. “They both bring their skill sets to the table and offer things to customers that they could not offer before.”

Eleanor Rafter, Canada Post’s director of Smartmail Marketing Channels, reports her organization has recently seen an increase in VDP interest. Over the last six months or so, she and her team members have had about five or six conversations about variable datat printing with various industry members. They’ve mostly been with U.S. companies looking to connect with Canadian printers who can offer VDP services for their clients. These companies want to harness data gathered from e-commerce transactions and from their customer relationship management systems. Rafter notes that mail, in comparison to other marketing channels, stands out because of its physicality. She adds that “when it’s personally addressed to them, 87 per cent of Canadian consumers open their mail.”

A personalized invitation printed using variable data printing (VDP) capabilities.

Extra effort

Beyond personalization, consumers are also attracted to VDP materials with embellishments—‘fancy’ items that give the impression the sender went above and beyond. “We’re human; we like to touch and feel,” says Mandarino, “so if the piece of mail has a foil stamp or gloss UV or digital gloss foil with emboss, we don’t want to throw it away. If the piece stands out and clearly demonstrates the sender has put some effort and expense into it, we feel like keeping it and giving it a close look.”

From a custom laser die-cut envelope to a multiple foil-stamp, embossed finished, or printing images on the envelope, solid ink on the flap and textured paper, so much is possible. “It’s endless,” he says, “and the costs of these embellishments have come down significantly.”

A perfume box with raised varnish and foil.

Beyond flat mail

VDP is also playing an important role in packaging production, reports Zellmer. “Brands are looking to personalization or versioning to create greater engagement with the consumer,” he says. “With VDP, enabled by innovative digital technology, packaging designers can realize eye-catching creative concepts for improved shelf appeal. VDP makes it easy to add security features, such as serialized codes for supply chain tracking, or regional regulatory content. Similarly, variable design and marketing elements such as variable codes for lottery or gaming campaigns and ‘connected’ or ‘smart’ packaging applications can be integrated into packaging designs.”

These ‘smart’ applications include augmented reality and personal URL (purl) applications. Gradishar gives the example of receiving something in the mail or seeing a poster in a store, “and when you hover your phone in picture mode over the image, a personalized coupon based on your buying history pops up.”

Gradishar adds that package printing can also extend into company promotions or enabling companies to offer fast, on-demand customization of gifts. For example, a box of perfume with raised varnish and foil to display a loved one’s name, the date and an anniversary inscription. To many of us, the package would be as valuable as the gift itself.

VDP enables printers to integrate ‘smart’ packaging applications like QR codes into design. Photo courtesy Kodak

Digital mindset

In looking for printing partners to execute VDP, businesses and advertising agencies need those with a ‘digital’ mindset and who are up-to-date with the latest developments in martech (marketing technology), says Rafter. “We have a Smartmail Marketing program that includes over 200 printers who meet certain criteria,” she says, “and the main objective of the program is to connect them with marketing firms or companies who want to create and execute a direct-mail campaign. We also offer training and research results to our partners.”

Looking at the big picture, Sophie DeLadurantaye, Canada Post’s data lead, explains VDP can be competitive with other marketing channels if companies have the technical and data expertise to meet marketers’ expectations for speed, relevance and effectiveness. This is all about anchoring VDP to the right data signals communicated in real-time between systems.

Indeed, speed to market, has been one of the challenges of direct mail, according to DeLadurantaye. However, she says, “VDP now enables thousands of unique, hyper-personalized pieces to be produced and mailed out at the speed of mass production to reach the right customer, at the right time, with the right message.”

A personalized champagne box. Photo courtesy Konica Minolta Canada

Trigger mail

Kopel in St. Hubert, Que., is a Canada Post SmartMail ‘Expert Partner’ and a past ‘Expert Partner’ award winner. The company exemplifies the digital mindset that’s needed to exploit the potential of VDP. Kopel has a strong focus on ‘trigger mails,’ where the VDP order is completed and mailed a day after client confirmation. They also offer flexible formats in order to meet each customer’s needs.

This next-day mailing (minimum quantity guarantee per day) applies, of course, to variable data printing orders without special die-cut or finishing. In terms of who is ordering trigger mail, Kopel’s business development director Josée Ruest says most of their customers are in the banking, insurance and telecommunications sectors.

“The volume of orders is very high,” she reports. “It seems like since the start of the pandemic, companies aren’t sure where they are going with their marketing, and it seems that there are a lot at the companies doing direct mail at the last minute. However, some have automated their orders because they have done the research and they know what timing is best to reach their customers, whether that’s every day, two weeks or three months.” Of course, content on the printed piece can always be updated.

As a VDP printer getting lots of orders, Kopel advises those companies who wish to try variable data printing to go ahead and start with a small project. They can add other communications down the road. “This type of marketing works,” Ruest assures. “You don’t want to lose business to your competitors because you don’t feel ready.”

“C2C presents a well-accepted and scientifically proven method to validate the characteristics of sustainable materials, products and systems by putting a major role on the human and ecological health impact of the chemical substances used as constituents. With C2C brand owners have the opportunity to demonstrate their innovation efforts to keep their sustainability promise,” says Dr. Stefan Häp, head of technology and innovation brand owner collaboration at Siegwerk. For the development of the sustainable stand-up pouch, the developers followed a plan set up by the accredited institute, EPEA Switzerland, to comply with the Cradle-to-Cradle principle.

For the product to be wholly circular, the ultimate award requires adjusting screws at every part of the value chain.

“The development of the pouch shows that sustainable products cannot be rushed. They need time, investment, innovation and close co-operation among all partners along the entire value chain if they are to be truly recyclable in the end,” emphasizes Immo Sander, head of packaging development at Werner & Mertz.

Siegwerk developed the ink technologies for several applications and substrates. “We took care of the initial ignition for the sustainable inks on self-adhesive labels and on films for pouches,” says Dr. Häp. For this purpose, Siegwerk developed special ink systems that fit into the certified environmentally friendly concept and the sustainability strategy of Werner & Mertz.

The LP350, planned for release in early 2022, is designed to meet the growing demand within the prime label market for short-runs, high quality and variable content. By combining newly introduced UV inks with a powerful inkjet print engine, this new press offers the “optimum combination of productivity and quality available on the market for a digital label press.”

By using CMYK as well as orange and violet inks, the LP350 is capable of hitting 94 per cent of the Pantone colour gamut. Additionally, double white inkjet channels enable high levels of opacity for a wide variety of label applications. It has the ability to print at a resolution of 600 x 600 dpi with a four-level grayscale and interstation UV pinning.

The LP350 has the capacity to print at 164 ft per minute, regardless of the number of colours or media types required for the print job. The press will be available in both 13 and 9-in. widths to adapt to customer needs.

Matt Bennett, global vice president business strategy for packaging at Fujifilm North America Corporation, Graphic Systems Division, said, “The LP350, along with the recently announced J Press FP790 for flexible packaging, underlines Fujifilm’s wealth of inkjet expertise combined with years of experience in providing high quality inks and plates for the flexographic market.”

Using different chemistries, the Evolution Deinking Primer and the Evolution Caustic Resistant Overprint Varnish (OPV) are designed to increase the yield of material in the recycling process. Both coatings have been recognized by the Association of Plastic Recyclers to comply with the guidance for PET packaging.

The Evolution Deinking Primer is used on shrink sleeve materials that makes the ink release in the caustic bath of the recycling process. When used with crystallizable polyester shrink sleeve material (CPET), the primer keeps the ink anchored to the substrate through the usable life of the sleeve, but releases it in the caustic bath. The ink is removed from the sleeve material without contaminating the valuable bottle flake. The materials are then rinsed and pelletized into recycled polyester (rPET) for reuse.

The Evolution Caustic Resistant OPV is a UV-flexo overprint varnish to facilitate recycling PET bottles utilizing pressure-sensitive labels. The varnish minimizes contamination of the wash water and bottle flake in the caustic bath by keeping the ink secured to the label substrate. When immersed in the float-sink bath, the label is released from the bottle and floats to the surface where it is separated from the bottle recycling stream.

Neither the Deinking Primer nor the Caustic Resistant OPV has any impact on ink colour, image quality or code readability.

John Pogatschnik, North America marketing manager, Flint Group Narrow Web, said, “The Deinking Primer and Caustic Resistant OPV are simple to use and offer optimal performance at all stages of the label or sleeve life cycle, while meeting the stringent requirements of the APR critical guidance. Switching to these new products is disruption-free, has no adverse effect on functionality and works with our standard inks.”

Incorporated in 1878, New York Label & Box Works have facilities in New York and New Jersey, and provide packaging services.

The Edale press comes with 1500-mm in diameter unwind, allowing for longer runs. It can handle substrates up to 700-micron board. It also includes Edale’s (AiiR) Autonomous inking, impression plus EZ register technology, which “guarantees precision throughout the print run, improves quality and reduces waste.”

Darren Pickford, sales director, Edale, said, “We have known New York Label & Box since 2014 and were delighted when they joined us last year for a virtual demonstration to see the FL5 press in production of cartons. They were very impressed with the quality of the print, single-pass efficiency, and cost benefits.”

“Our investment will allow us to present to our clients new embellishment possibilities, a lower cost of manufacturing due to greater operational efficiency and speed of response,” said Steven Haedrich, president, New York Label & Box Works.

Coca-Cola HBC’s larger multipacks (10, 12, 20 and 24 cans) are now available in a new fully enclosed carton. This follows the introduction of Graphic Packaging’s new KeelClip late last year, which saw smaller multipacks (four, six and eight cans) transition to an innovative paperboard solution. Both packaging types were designed and developed by Graphic Packaging; in total, transitioning to these new secondary packaging solutions will eliminate 500 tonnes annually of hard-to-recycle shrink wrap plastic.

Coca-Cola HBC have also introduced prominent on-pack messaging to communicate their sustainability message directly to consumers, highlighting the packs are recyclable. The more premium feel of the pack will enhance the brand and elevate shelf appeal within the multipack aisle, improving point of sale and the consumer experience.

The product development team at Graphic Packaging worked closely with Coca-Cola HBC to ensure the plastic replacement solution was in harmony with the company’s sustainability plans, while upholding high quality standards. The design is made from paperboard – a substrate made from renewable resources – and reflects Coca-Cola HBC’s ambitions to lead in sustainable packaging design and innovation.

To support the production requirements of the venture, Graphic Packaging has installed the highly flexible QuikFlex machine in Coca-Cola HBC’s plant in Lisburn, Northern Ireland, producing a variety of configurations from four- to 24-packs.

With the technology evolving—faster speeds, better quality, increased consistency etc.—the market has embraced the opportunities digital printing permits. This has been realized in pressrooms the world over through hardware installations, as printers look to respond to 21st century consumer behaviours, the advent of short runs, personalization and brand owner demands for new business models to provide just-in-time delivery and minimize waste in the supply chain. Due to these factors, many digital adopters in labels are operating multiple lines. They are also embracing the different digital printing technologies and the unique characteristics and capabilities of each to further their ability to respond to today’s business environment, and that of tomorrow.

Choosing the right technology

Increasingly, the end-use is driving the choice of technology, be that:

• challenging substrates as often seen in wines and spirits;
• durable labels that are resistant to various types of environmental factors;
• beer and beauty labels, where achieving the correct look and feel is paramount; or food labels, which must be esthetically pleasing whilst meeting stringent regulations for food safety.

For most, digital presses are slotted in alongside flexo and offset machines. There are examples—from the early days—of this approach not providing the most effective route to ROI, with the capabilities and capacities of digital printing undermined by attempts to make the technology work within existing workflows. Today, it is widely acknowledged that to make the most of an investment in digital, the ecosystem around the press is as important as the machine itself. This helps get incoming orders through prepress, onto the print engine, then forward to finishing and converting in the most streamlined and effective way possible.

A web-to-print business model will help increase orders for label printers. Photo © hiv360 / Adobe Stock

Workflow automation

The starting point is invariably the correct MIS/ERP, designed to handle the greater number of orders and jobs, the complexities of such work and the amount of data involved, whilst being able to keep up with the press and keep it filed with saleable work. Web-to-print business models are now springing up at an increasing rate, bringing the convenience of e-commerce as experienced by consumers on a daily basis to the business-to-business world. While this will not work for all, it’s likely that a growing amount of work destined for digital label presses will come from online avenues. This then creates an entirely different structure for label printers who might be more au fait with established workflows that see orders coming through the door and being processed by the prepress department.

The likely deskilling of the prepress process will result in a need for companies to find new roles for staff. This can be a boon for many, as it creates new opportunities for growth, taps up under-utilized resources within a workforce and strengthens the personal development roadmap for staff. This may seem scary to some, but it is an inevitable consequence of digital transformation. It should not be feared, but embraced and made a part of corporate strategies for the future.

Resurgence of flexo

Similarly, there were concerns about the impact of digital transformation on analogue print processes. Driven, in part, by the digital industry’s excellent marketing activities and loud vocal presence permeating the supply chain, the furore reached a fever pitch. There was a brief point in time when the digital printing industry was having to go on record to state, “We’re not here to kill flexo.” In recent years, the flexo industry has staged a ‘fightback’ and gone through a technical resurgence of its own, including efficiency gains, automation of press set-up and better standardisation of the process. It has also got more vocal and better at fighting its corner. Its marketing efforts have improved to highlight the strengths of flexo in the 21^st century.

The look and feel of beauty labels are very important. Photo © artdee2554 / Adobe Stock

Complimentary processes

As a result, the reality on the factory floor today is that digital and analogue are entirely complementary print processes. This is realised through the growing amount of ‘hybrid’ options—full hybrid, true hybrid, integrated hybrid, etc.—that combine the best of both processes, as well as the capacities that have been freed up and created. By taking the burden off a flexo press to print short runs when implementing a digital printing workflow, for example, label printers can increase the amount of volume work they put through their Gallus/Mark Andy/Nilpeter/MPS/Bobst press. Similarly, digital presses are now able to take on longer runs, leaving a flexo press free to produce the highest value jobs, perhaps. This maximizes OEE and hastens the ROI for both digital and analogue hardware. For many label printers, this has now opened up new business opportunities and markets they may have previously been unable to service.

Flexible packaging

One such opportunity has been digitally printed flexible packaging. Flexible packaging is a widely spoken about goal for label printers. Technical challenges remain in this area, given the greater demands placed on primary packaging, and how it relates to established label printing technologies such as UV. However, work is ongoing in the supply chain to mitigate and alleviate such concerns. Further, a growing amount of hardware is now available to permit fast turnaround of digitally printed flexible packaging constructions, printed using either aqueous inkjet or toner technologies and suited to ‘print-for-use’ business models. There remains a need for education amongst label printers, as flexible packaging materials and end uses are entirely different. That being said, it’s likely we’ll see more and more label converters moving into flexible packaging as opportunities present themselves.

Digital finishing

Adding value is another area of opportunity for label printers deploying digital. In the ongoing battle to win at the ‘moment of truth,’ and offer the greatest shelf appeal, more and more systems are being introduced to enhance and embellish digitally printed labels with either post-print analogue processes, or newer digital-native systems that can apply foils, varnishes and other visual effects, as well as haptic elements to appeal to consumers’ desire to touch and feel.

As such, I believe the label industry is well placed to embrace the next iteration of digital transformation by coupling its engrained knowledge of digital printing with a capacity to adapt and change. Rather than being fretful, the label industry is looking forward to how digital can future-proof business, and is ready to embrace all the opportunities this will present.

David Pittman is the editor of Digital Labels & Packaging. This article was originally published as part of the Drupa Essentials of Print series. It also appeared in the July/August 2021 issue of PrintAction. 

FXC is a partnership between MacDermid and SOMA, and is an expansion of their initial plans to install a SOMA Optima2 printing press at MacDermid’s facility in Atlanta, GA, USA. The FXC will include multiple industry partners providing software, equipment and consumables.

The Flexo Xperience Centre was conceptualized in late 2020 by the leadership, marketing, R&D and sales teams at MacDermid and SOMA. The teams identified a need in the package printing industry for a wide-web flexo printing centre with every aspect of the flexo process, including artwork, prepress, platemaking, print, print finishing and print evaluation.

This global centre will combine hands-on and virtual visits for a “one-stop-shop” for the package printing industry’s entire workflow to experience the latest flexographic printing innovations. Additionally, FXC will foster and host industry training, collaboration, research, experimentation and learning, all designed to ensure package printing excellence. The centre will be open to pre-media suppliers, trade shops, printers, converters, consumer product good companies, industry associations, educational institutions, manufacturers and other players in the package printing market.

“Sourcing and testing label media can take a lot of time and effort, so we wanted to help our customers save time and hassle by offering a known media that works,” said Bonny Rindahl, product manager, Commercial Labels, Epson America, Inc. “Thoroughly tested for reliability and longevity with the C6000 and C7500 printers, the ColorWorks media offers photo-quality printing with clear and scannable barcodes, QR codes and more in each print.”

During the pandemic, smart packaging technologies have been effective in the distribution and authentication of personal protective equipment, test kits and vaccines.

QR codes can carry a lot of information. They are now embedded in a secure way, making then versatile and ubiquitous. Holograms also contain more security features than before, thanks to digitization. Further, digital ‘watermarks’ help sort plastics for easier recycling.

Printed electronics

Printed electronic is an emerging technology. Printing techniques, such as layer deposition, enable printed electronics (PE) to adhere directly to flexible surfaces, typically plastic. Additionally, these sensors can be produced at scale, as ‘labels,’ on roll-to-roll machines, thereby reducing production costs.

Andrew Manly

“PE has enormous potential. We should see more of this in the future, producing antennas and batteries for RFID/NFC tags and as light-emitting diode (LED) or organic LED (OLED) features on labels, such as Coca Cola bottles with luminous Star Wars light sabres,” says Andrew Manly, communications director of the Active & Intelligent Packaging Industry Association (AIPIA).

“You can use PE embedded in a package to communicate with a potential buyer’s cellphone, as they walk by a store. A digital sign near the product can announce a sale or special for the hour. If we can capture the consumer’s name on the phone, then it would be possible to personalize the message,” explains Doug Schardt, Komori’s director of product management. “You can also do inventory control on shelfs with smart packaging.”

Smart packaging scope

Multi-Color Corporation, a label solutions manufacturer, and Digimarc Corporation have co-developed a hybrid printing method to print Digimarc barcodes in large volumes. The barcode is scannable throughout the supply chain and thus helps with food safety and traceability initiatives. Photo courtesy Digimarc Corporation

According to Manly, the main areas of activity fall under the following three broad categories.

Brand protection

Counterfeiting is estimated to be as much as seven per cent of the global trade, says Manly, so many smart packaging technologies are geared toward making it as difficult as possible to pass off fakes as the real thing.

According to Manly, several companies are looking at nanotech to deliver microscopic security features which are, literally, impossible to replicate. Other companies are developing invisible features, even a complete RFID tag, which can only be read with special equipment and has the advantage of not altering the existing pack graphics.

Authentication and traceability

Each pack can be made a unique item with microscopic differences. These differences can never be seen by the naked eye, and is not a missing label or ‘fault’.

“Print inspection/vision systems just record each pack and ‘see’ tiny differences that can be used for verification and traceability. This can be done without investing in new printing equipment. It literally uses the existing pack artwork and redefines it,” explains Manly.

“Labelled packaging with printed sensors brings ‘intelligence’ to the items while shipping and trading. They can communicate about product information and condition, shipping and logistics information and can be linked to the Internet of Things (IoT), for a sustainable, reliable and customized supply chain,” explain Fabrice Domingues dos Santos from Arkema Piezotech, co-ordinator of the Supersmart project, and Gerhard Domann from Fraunhofer IS.

According to Manly, both Danone and FrieslandCampina include various types of authentication features on their baby milk products for China, where fakes are rife.

At this stage, it is pertinent to highlight one of the concerns expressed by the smart packaging sector. The track and trace systems required by the U.S., E.U. and many other countries to track pharmaceuticals through the supply chain is based on 2D matrix codes, which, according to Manly, are not the most secure form of coding.

Consumer engagement

In Manly’s experience, smart packaging can be the most cost-effective and high-impact marketing tool in a brand’s armoury. AI-powered packaging allows customers to get product-specific information, such as its origin, ingredients and allergens. Also, consumers can receive alerts, for instance, to take a medicine, if it is close to expiry or needs replenishment. These features increase brand trust and engagement.

Challenges

Cost is a major issue. “It’s okay to spend $0.15 on a tag for a product costing $50 to $5,000, but when the product is $1, the dynamics are somewhat different,” as Manly says.

Additionally, since the technology is new, servcie providers have to prove reliability and have the ability to produce them at a scale that makes mass adoption possible.

The industry is also aware that some components of smart packaging are not easy to recycle. Some companies are evolving products to use degradable materials, such as graphene-based inks.

Supersmart project

Paper-based sensors and labels can easily be integrated into packaging and consumer goods. Below: Printed sensor devices on paper are a new and sustainable approach to smart labelling. Photos © Supersmart project

Recognizing the need to control the use of plastic packaging, the Supersmart project, a European consortium of 11 companies, has for the past three years worked on bringing PE to paper using highly scalable technological processes that allow mass production.

Use of paper as a substrate for PE has many advantages. It is recyclable, available in huge quantities, comes from (partly) renewable resources, has low costs and is widely used in packaging. As Santos and Domann say, “If you make paper smart, you have easy access to a huge market.”

With its approach to transferring technologically mature high-throughput processes (roll-to-roll and sheet-to-sheet) to the printing of electronic components, the Supersmart project removed major hurdles to wider use.

Paper-based sensors and labels are attractive for numerous applications. They can easily be integrated into packaging and consumer goods. An anti-counterfeit tag for vulnerable or expensive goods can help to protect manufacturers and consumers from fraud. Large-area shock detection sensors integrated into packaging or other paper-based elements provides transportation protection and event traceability. Finally, these printed elements can be used as security features, that add reliable and cost-efficient smartness to simple products.

In a feasibility study at the beginning of the project, a figure of around 100 million smart labels per year was considered a realistic value. Visit www.supersmart-project.eu for more information.

Role of inks

Inks play an important part in the development of smart packaging. At the most obvious level, there are thermochromic and photochromic inks, which react to heat and light. They can be used to highlight certain features on the pack. For instance, chilled beers reveal features on the can when cooled or bottles that have the ability to ‘light up’.

One can use conductive inks in PE or add magnetism to make it readable as a security or authentication feature. Next, there are inks that react to the product’s condition. For instance, the ink colour changes when milk turns sour. On another level, there are e-inks that can be used to relay information.

The Active & Intelligent Packaging Industry Association (AIPIA) is the global networking and information hub for the smart packaging sector. In its 10 years of existence, it has established a community of more than 1700 members comprising brand owners, retailers, packaging converters, R&D organizations, logistics companies and smart packaging product and service providers. For more information on AIPIA, visit www.aipia.info.

To summarize, smart packaging is largely employed for specific campaigns except when authentication is critical. Manly is confident smart packaging will be used increasingly in all areas of consumer packaged goods in the future.

This article originally appeared in the June 2021 issue of PrintAction.