After three years of R&D and testing, East Coast Canning + Printing has launched its most advanced innovation to date: the BulletProof digitally printed aluminium can. Developed to solve durability issues in digital can printing, this breakthrough also delivers notable sustainability and design benefits.
The NSW-based company, which started as Australia’s first mobile canning operation in 2016, has consistently led with innovation. With BulletProof, East Coast offers a can that can withstand tunnel pasteurisation, survive transport in ice-filled eskies, and arrive on shelf looking pristine.
“Our focus with BulletProof has always been durability and innovation in the canning space, and sustainability has been a very welcome by-product of this,” founder and director Chris Kelly told PKN. “We hope this added sustainability benefit will see more people move away from plastic-based labels.”
BulletProof allows for premium matte and spot-gloss finishes, including tactile patterned gloss over matte, all while remaining 100% recyclable. This direct-to-can (DTC) digital printing eliminates the need for shrink sleeves or labels, which often hinder recycling.
East Coast estimates that its DTC solutions have already prevented over 50 million units of plastic-based labelling material from entering the market.
“Direct-to-can printing amplifies the efficacy of aluminium can recycling,” Kelly said. “Labelled and sleeved cans often end up in landfill – this solves that.”
From a design perspective, BulletProof opens new creative opportunities. “These are options we’ve had before, but not at a quality we were happy with,” said Kelly. “Now we can expand creative capabilities while maintaining functionality.”
Already adopted by Yulli’s Brews for its Ranch Water RTD, BulletProof is drawing interest from across beverage sectors. “We’re seeing an uptick in demand from all types now that BulletProof is available,” Kelly said. “Coffee and low-ABV wine products are especially keen, particularly those requiring pasteurisation.”
For craft brewers, the innovation is especially impactful. With lower order volumes, a need for flexibility, and a focus on strong brand identity, the ability to digitally print premium-quality cans that can survive pasteurisation, transport and cold storage fills a critical gap. “These cans can finally behave like real cans,” Kelly said. “They can go in the back of a ute, through the bush, and still look good when the customer pops the top.”
With the innovation now available in various sizes, BulletProof provides small to mid-sized beverage producers – particularly craft brewers – a new pathway to sustainable packaging that looks sharp, performs under pressure, and strengthens brand presence on shelf.
