Smart packaging solutions ranging from digital authentication and dynamic labels to at-home recycling technology were recognised at the 2026 AIPIA Brand Challenge, held during the AIPIA & AWA Smart Packaging World Congress in Amsterdam.
The annual challenge invites technology providers and packaging innovators to respond to a real-world packaging brief set by a major brand owner. This year, UK food producer Cranswick presented its "Perfect Pack" challenge, seeking solutions that could improve food safety, traceability, shelf life, sustainability and consumer engagement through connected packaging.
Participants pitched their concepts live to a judging panel led by Clive Stephens, head of research and development at Cranswick.
Taking out first place was Xordex Ventures for its Hashentic platform, which combines NFC technology with a secure digital identity for individual products. The system enables consumers, supply chain partners and regulators to verify a product's authenticity, origin and journey through a simple tap or scan.
According to the company, the technology supports applications including digital product passports, anti-counterfeiting programmes and circular economy initiatives by providing a tamper-resistant digital record linked to physical products.
Second place went to Luchrome, which showcased its Lusight e-paper technology. Designed as an ultra-low-power display integrated into packaging, the technology allows information on pack to be updated throughout a product's lifecycle.
Potential applications include dynamic use-by and freshness information, promotional messaging and enhanced traceability, offering a way for brands to communicate changing information directly through packaging.
Third place was awarded to Lasso Loop Recycling, developer of a home recycling appliance designed to sort, clean and process multiple packaging materials. The system accepts plastics, glass and metal containers, using sensors and cameras to identify materials and reject unsuitable items before processing them for collection.
The challenge highlighted the growing role of active and intelligent packaging technologies in addressing industry priorities including food waste reduction, product authentication, consumer engagement and circularity.
AIPIA said the competition demonstrated how collaboration between brand owners and technology providers can accelerate the development of next-generation packaging solutions.
The next AIPIA & AWA Smart Packaging World Congress will take place in Amsterdam in June 2027.
