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How ebeam technology enables the holy grail of personalization for food packaging

How ebeam technology enables the holy grail of personalization for food packaging

As market demand increases, the case for personalization in printing continues to grow.

According to a report by Deloitte, 36 percent of consumers are interested in personalized products or services. With younger generations, the figure rises to 43 percent among 16-24 year olds and 46 percent for 25-30 year olds.

There’s no denying that consumers want personalization, but the problem for many organizations is delivering it. Only a few notable exceptions have been able to enjoy the benefits of harnessing personalization.

Coca-Cola’s Share a Coke campaign was a notable recent example, personalizing bottle labels with customers’ names. After it first launched in Australia in 2011, the campaign has since spread to more than 70 countries. As well as significant engagement on social media, the campaign was even reported to have boosted sales for the first time in more than a decade.

Its success has led other brands to follow suit; Kit Kat earlier this year launched a campaign that saw them give away more than 55,000 bars complete with personalized packaging, featuring not just the customer’s name but also a photo of their choice.

Brands that can harness personalization in this way open up a raft of new possibilities, capturing consumers’ attention and driving sales. And it can even go beyond metrics; personalization in printing captures the feeling of the moment, harnesses relevancy and makes a connection with consumers.

Unfortunately, food brands have missed out on great opportunities like real-time targeting over the years.

This is because for the short-run or even one-offs required to be economically viable, personalization requires inkjet printing. The good news, as we know, is that inkjet technology is becoming increasingly affordable and accessible. The bad news is that these new printing solutions alone don’t offer a complete personalization solution – food brands are missing out. Why? Because of concerns around potential photoinitiator migration from inkjet inks.

But this is where ebeam technology comes in. With ebeam ink there’s no need for photoinitiators, eliminating the risk of migration.

If an organization implements ebeam technology into their digital inkjet printing infrastructure, they can create new revenue streams from the production of indirect food-contact packaging and labels and enjoy greater efficiency and sustainability, all while adapting to and satisfying the rapidly growing demand for personalization.

But how exactly is it more sustainable?

Well, it’s because the process doesn’t rely on heat, meaning that energy consumption is low and also allows printers to use thin, flexible indirect food-contact packaging materials like foils and films.

Plus, by removing the solvents conventionally used in thermal print curing technologies, printers can significantly reduce the amount of harmful waste and volatile organic compounds (VOCs) they produce.

With ebeam Technologies’ curing solutions, personalization for indirect food-contact packaging in the food and beverage market is finally possible – by using an ebeam-configured inkjet printer, food brands can finally offer personalized packaging. And given the rising demand for personalization across all products and services, this is a holy grail for food packaging.

And it’s not just about harnessing personalization to boost sales – ebeam solutions allow printers to realize a raft of extra benefits, too.

Printers using ebeam can now work in a more sustainable, cost-effective and productive way. Better still, they can even produce a better finish quality –producing high-gloss, scratch-resistant finishes on any color.

Ultimately, these are just the sorts of things that will help printers and packaging converters gain a competitive edge in an increasingly crowded and rapidly evolving market.

If you’re interested in learning more about how ebeam can help you to access new markets and improve productivity, efficiency and sustainability for your label and packaging print operations, contact us at info.ebeam@comet.ch.

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