SUBSCRIBE

Breaking News on Beverage Technology & Markets

Read more breaking news

 

 
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 GMT2012-11-22T14:34:37Z

Rexam's Kym Hamer speaks to Mark Astley at Brau Beviale about the firm's Fusion Contour prototype bottle.

Rexam's Kym Hamer speaks to Mark Astley at Brau Beviale about the firm's Fusion Contour prototype bottle.

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.)

It's time to put whey and casein back together, exec says

It's time to put whey and casein back together, exec says

Cutting milk proteins apart has been all the rage in recent years. But Benoit...

Lycored survey says consumers will pay more for natural colors

Lycored survey says consumers will pay more for natural colors

Christiane Lippert

Head of marketing (food), Lycored

Coca-Cola factory boss talks staff engagement

Boosting productivity at Coca-Cola’s Wakefield factory

Trevor Newman

Supply chain operations director, Coca-Cola European Partners

Numi Organic Tea rides rising wave of turmeric’s & matcha’s popularity

Numi Organic Tea rides rising wave of turmeric’s & matcha’s popularity

Matcha and turmeric continue to rise in popularity as consumers and manufacturers embrace the...

Packaged cold brew coffee gains traction, has room for more players

Packaged cold brew coffee is gaining traction, & still has plenty of room for additional players

Cold brew coffee is creating quiet the buzz in the US with new brands...

Vox Pop: The truth about Millennials, revealed by Millennials

Vox Pop: The truth about Millennials, revealed by Millennials

Serial snackers, addicted to new products and ‘emotionally connected’ to coffee? Marketers are obsessed...

Banana water tastes better than coconut water,' Steuben Foods

Banana water is 'lighter and fresher than coconut water,' says Steuben Foods

Banana water from Elmhurst Naturals – which combines water, banana juice concentrate and natural...

'It's still an attractive market': How are companies overcoming political instability in Turkey?

'It's still an attractive market': How are companies overcoming political instability in Turkey?

At the crossroads of east and west, Turkey offers huge promise but given the...

‘Our product is quite polarizing – and therefore engages people more’: Chili-infused drink Caliente

‘Our product is quite polarizing – and therefore engages people more’: Chili-infused drink Caliente

The kick of chili may not be for everyone: but chili-infused beverages can offer...

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

The ‘next generation’ of digestive health drinks? Rhythm tunes into consumer trends

Rhythm Health believes its coconut-based kefir beverages and snacks can be the ‘natural successor’...

UK sugar tax: The big questions

UK sugar tax: The big questions

The UK has announced a tax on sugar-sweetened beverages. But how hard will it...

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Explaining HPP to consumers: How brands use humor, videos and animations to present processing technology

Consumers want more information about the products they are drinking: from the ingredients in...

FiE 2015: Our best bits

FiE 2015: Our best bits

Our teams of journalists were out in force at Food Ingredients Europe (FiE) last...

The taste test: How do you make a probiotic drink taste good?

The taste test: How do you make a probiotic drink taste good?

Probiotic fruit drinks face different challenges to their dairy counterparts - but both face...

‘We try to be one of them’: Tetra Pak exec on vital shopper insights

‘We try to be one of them’: Tetra Pak exec discusses drive for vital shopper insight

Tetra Pak is a B2B company but it invests above the curve in shopper...

Dairy consumers ‘tend to accept’ less package functionality: Tetra Pak

Tetra Pak says dairy consumers ‘tend to accept’ less package functionality

Tetra Pak says it’s vital for its customers to strike a balance between ideal...

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

Saudi Arabia beverage giant Al Rabie reveals global growth ambition

The CEO of Saudi Arabian food and beverage giant Al Rabie Saudi Foods tells...

‘Nice wine, no corkscrew?’ Mirabeau En Provence wins 8m+ YouTube views

‘Nice wine, no corkscrew?’ Mirabeau En Provence solution strikes YouTube gold with 8 million+ views

Mirabeau En Provence owner Stephen Cronk says the desire for a direct consumer connection...

DSM claims craft brewer interest in gluten-free beer enzyme

DSM claims craft brewer interest in gluten-free beer enzyme

DSM Food Specialities claims that, far from being cautious, craft brewers are embracing the...

Rexam targets dairy drinks with cans after MIO success

Rexam targets dairy drinks with cans after MIO success

Rexam tells BeverageDaily.com it is pursuing business in the dairy drinks segment and says...

Key Industry Events