PKN presents The Packaging Innovation Edit, a curated selection of standout global packaging innovations. Produced in collaboration with ThePackHub, this series highlights innovations advancing packaging design and function.
The July edition illustrates how packaging is becoming smarter, more connected and increasingly functional. From QR codes and RFID-enabled reuse systems to material-efficient formats and intelligent dispensing solutions, the innovations featured here demonstrate how packaging is evolving beyond containment to deliver greater connectivity, efficiency and user value.
Laser-activated QR codes enable durable digital identification
Polytag and DataLase, both based in the United Kingdom, have partnered to enable the application of GS1-compliant QR codes on packaging materials that have traditionally presented coding challenges, including flexible films, foils, metal surfaces and coated substrates.
The solution combines Polytag's QR code management platform with DataLase's laser-reactive coding technology. A laser-reactive coating is incorporated into the packaging artwork during production and activated on the manufacturing line to create a permanent QR code directly on the pack surface. The process eliminates the need for additional inks, labels or coding consumables while maintaining code durability and readability.
Designed to work within existing manufacturing and recycling systems, the QR codes can carry product-specific information including batch numbers, expiry dates and serialisation data, supporting stock management, traceability and product recalls. The technology is also positioned to support future Digital Product Passport requirements under the European Union's Ecodesign for Sustainable Products Regulation, alongside the GS1 Sunrise 2027 transition towards QR code-based product identification.
ThePackHub's View: The partnership demonstrates a practical approach to applying durable QR codes on substrates where conventional printing or marking methods can be more difficult to implement.
PKN's Comment: As industry prepares for GS1 Sunrise 2027, enabling reliable QR codes across a broader range of packaging substrates is becoming increasingly important. Innovations that remove implementation barriers could accelerate adoption of connected packaging and future digital product passport initiatives.
Supplier: DataLase, Polytag | Market: Beverage, Consumer Goods, Food, Health & Beauty, Household, Industrial, Pet Care, Pharmaceutical | Innovation type: Laser printing, Material reduction, New format | Pack type: Tag
European programme supports reusable e-commerce packaging
DS Smith has partnered with RE-ZIP and RAJA Group to support Reuse Fast Track, a 12-month programme designed to accelerate the adoption of reusable packaging across the European e-commerce sector. Co-financed through the European Union's LIFE Programme, the initiative will enable 20 e-commerce brands to trial reusable packaging systems at commercial scale without investment beyond the packaging itself.
The programme combines reusable fibre-based packaging with RE-ZIP's closed-loop return system, supported by a digital platform that tracks packaging circulation and facilitates collection and redistribution. Participating businesses will also receive assistance with supply chain integration, customer engagement, performance monitoring and impact measurement.
Around 250,000 reusable packaging units are expected to circulate during the trial, allowing participating brands to assess operational performance, return rates and customer participation under real-world trading conditions. Shared KPIs and collaborative workshops will help participants compare results and identify opportunities to improve packaging recovery and reuse.
ThePackHub's View: The programme combines reusable fibre-based packaging with digital tracking and structured supply chain support to assess the practical implementation of reuse systems in e-commerce.
PKN's Comment: Reuse remains one of packaging's biggest implementation challenges. By removing many of the commercial and operational barriers to entry, this programme could provide valuable insights into how reusable transport packaging performs beyond controlled pilot environments.
Supplier: DS Smith, Raja Group, RE-ZIP | Market: Consumer Goods | Innovation type: E-commerce, Material substitution, New format, Reusable packaging | Substrate: Carton board, Paper
RFID-enabled food packaging supports closed-loop reuse
Circulware has collaborated with Tomra and Rinse&Go to demonstrate an RFID-enabled reusable food packaging system that combines packaging, collection, cleaning and digital tracking within a closed-loop model. The system was showcased during Empack in the Netherlands.
The demonstration featured reusable cups and meal trays equipped with RFID technology to enable item identification throughout multiple reuse cycles. Tomra's SmartBins recorded returned packaging and generated data on return and usage patterns, while Rinse&Go supplied a rinsing solution allowing visitors to clean reusable cups between uses.
A deposit-return system enabled visitors to either receive a refund or donate the value of returned packaging through designated collection points. The RFID functionality also supports inventory management and packaging circulation, providing data that may assist compliance with emerging regulations aimed at reducing single-use packaging.
ThePackHub's View: The demonstration showed how reusable packaging can be combined with collection, cleaning and digital tracking to support a structured reuse system.
PKN's Comment: Successful reuse systems rely on much more than durable packaging. Integrating tracking, collection and cleaning infrastructure demonstrates how digital technologies are becoming essential components of scalable circular packaging systems.
Supplier: Circulware, Rinse&Go, Tomra | Market: Beverage, Food | Innovation type: Consumer interaction, New format, Recyclable, Refillable, Reusable packaging | Substrate: Plastic
Flexible bottle designed to reduce product waste
Head & Shoulders has introduced its BARE shampoo range featuring the BARE Ecobottle, a redesigned flexible packaging format engineered to improve product evacuation while reducing plastic consumption.
The lightweight bottle is designed to be squeezed and rolled, enabling consumers to access almost all of the remaining shampoo that would typically be left behind in conventional rigid bottles. The design uses 45 per cent less plastic than the company's standard 370ml bottle while maintaining the familiar bottle format consumers are accustomed to using.
Both the bottle and cap are recyclable through existing recycling streams where facilities are available. By combining lightweight construction, improved product evacuation and reduced material use, the design addresses packaging efficiency while helping minimise product waste.
ThePackHub's View: The flexible bottle design demonstrates a practical approach to reducing packaging material usage while improving access to the remaining product inside the container.
PKN's Comment: Reducing packaging material is only part of the sustainability equation. Designing packs that help consumers use more of the product they purchase addresses an often-overlooked source of waste while improving the overall user experience.
Brand: Head & Shoulders, Procter & Gamble | Market: Health & Beauty | Innovation type: Ease of use, Lightweighting, Material reduction, Recyclable, User convenience, Waste reduction | Substrate: Plastic
Technology-integrated applicators enhance personal care packaging
Nuon Medical has expanded its beauty and personal care packaging portfolio with a range of technology-integrated applicators that combine product dispensing with built-in treatment features for hair, face and body care applications.
Among the new developments is the Nourish Scalp Roller Comb, which incorporates a five-millilitre reservoir, red light functionality and a massage feature to distribute formulations directly onto the scalp. The company has also introduced a Body Application Tube featuring red light, vibration and a curved roller applicator, alongside a Contour Roller Applicator for facial care that combines cooling, massage, vibration and red light functions within a rechargeable format.
Together, the applicators reflect a growing trend towards packaging formats that serve not only as containers but also as multifunctional application tools designed to enhance product performance and the consumer experience.
ThePackHub's View: These packaging concepts demonstrate how dispensing systems can be combined with electronic features such as vibration, cooling, and light-based functions to create multifunctional application formats.
PKN's Comment: Beauty packaging continues to blur the line between packaging and device. As brands look for new ways to differentiate premium products, integrated applicators that enhance both performance and user experience are becoming an increasingly important point of distinction.
Supplier: Nuon Medical | Market: Health & Beauty | Innovation type: Dosage control, Ease of use, New format, User convenience | Substrate: Metal, Plastic
