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Conflicting demands put packaging innovation at risk

19 December 2022

Sustainability and digitalisation often drive early discussions about food and beverage packaging evolution, but failing to consider functionality, usability and consumer engagement upfront can hinder progress according to R&D consultancy, Sagentia Innovation.

With so many factors to be accounted for, it says that conflicting demands can arise which may be hard to resolve. This is especially true if they are identified late in the innovation process. It can also be difficult to know where to focus efforts when faced with mixed objectives and multiple avenues to explore.
To help businesses take a more methodical approach to this challenge, the R&D consultancy has developed a three-stage assessment detailed in a free whitepaper on packaging innovation. It outlines steps to define the purpose of packaging, consider material and design choices, then reimagine end of life.
Maria Spinetta, Sector Manager at Sagentia Innovation, authored the paper in response to challenges voiced by clients she has supported. She said: “For packaging innovation to deliver effective and cost-efficient outcomes, it is important to think holistically. We recommend engaging with consumers, materials suppliers, and waste management experts. Gaining insights from these different groups at an early stage in the process helps to refine objectives and it can also spark new ideas. Working in this way accelerates progress and increases the chances of landing on packaging solutions that satisfy multiple requirements.”
Packaging innovation: How to take a strategic approach to the evolution of packaging is available at

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