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LIVE FROM THE SHOW FLOOR: BRAU BEVIALE 2012

Rexam packaging innovations ‘add value’ to consumer experience

By Mark Astley , 22-Nov-2012
Last updated on 22-Nov-2012 at 14:34 GMT

Innovative packaging features – such as thermo- and light-sensitive inks – are essential to 'add value' to the consumer experience of a beverage brand, packaging giant Rexam told BeverageDaily.com and FoodProductionDaily.com.

Reporter Mark Astley visited Rexam at Brau Beviale in Nuremberg earlier this month, where the company was exhibiting a number of beverage-aimed packaging prototypes.

Rexam's photo-chromic ink prototype.

Development manager, Marianne Freund showed off two of the firm’s latest prototypes - thermo-chromic (left) and photo-chromic inks. The inks have been designed to change colour in natural light and at cold temperatures.

Rexam marketing manager for new product development, Kym Hamer was also on hand to tell us more about the firm’s new Fusion Contour prototype bottle.

According to Hamer, these types of packaging innovations are increasingly essential to successfully market beverages.

“I think what it really points to is that packaging is like the last bastion of consumer communication. I don’t think it matters what else is going to develop globally from a technology point of view,” said Hamer.

“There’s always got to be something to put the beverage in, so the packaging is the last opportunity to communicate and really add value to the consumer experience of the brand and the beverage,” she added.

(Register here for free access to the first ever online event  devoted to Operational Efficiency in food and beverage processing, taking place on November 29, organized by our sister site FoodProductionDaily.com and William Reed Business Media.)

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