Companies constantly innovate with technology and redesign their packaging to get better performance, improve marketability and enhance sustainability. Here’s a look at six of the recent products and innovations on Packaging Dive’s radar.
Music box
Budweiser is changing its tune and printing a monthly music magazine, BudMag, on the inside of its 12-pack packaging, according to AdAge magazine. The beer brand partnered with Rolling Stone and advertising agency Wieden+Kennedy for the project.
Budweiser said in a YouTube video introducing the magazine that its product has one of the highest circulations in the world, “so we figured, we can give the publishing industry a chart-topping revamp.”
The publication includes codes that link to each artist’s page on Spotify. The packaging debuted in Colombia and supports Budweiser’s goal to bring more exposure to budding Latin American musicians.
When ‘Bad’ is good
In other music news, Pepsi is partnering with rapper Bad Bunny for its “Press Play on Summer” campaign, which encourages consumers to engage with its beverage packaging. A QR code on select 20 oz. beverage bottles unlocks up to three months of free, unlimited listening on Apple Music in addition to a chance to win additional prizes.
Paper on paper
Toilet paper brand Quilted Northern is switching from plastic to paper packaging for its Ultra Soft & Strong 6-packs, which are available in most grocery stores, and the 18- and 32-packs available on Amazon. The packaging is recyclable in curbside programs, a spokesperson said via email. The initiative is expected to eliminate 500,000 pounds of plastic waste each year.
The 6-pack is one of the brand’s best-selling options, and testing indicated paper packaging on that product could sustain the supply chain rigors — including handling and shelving — without compromising quality, the spokesperson said. Other sizes did not meet the shipping quality requirements, so they will remain in plastic packaging for now, they said, but the brand will look for ways to add more paper packaging in the future.
Georgia-Pacific manufactures Quilted Northern toilet paper and the brand “is sourcing the paper packaging from suppliers,” the spokesperson said. The packaging is not coated and contains a thin adhesive layer to stay closed.
This week, Quilted Northern’s paper packaging won a 2023 SEAL Business Sustainability Award for its sustainability initiative.
Tracking sustainability
Deoleo is launching new Bertolli and Carapelli olive oils that emphasize sustainability. These oils will be sustainably sourced, supporting the strategy that Deoleo launched in 2019. Goals also include transitioning to 100% recycled plastic bottles and lightweighting bottles by up to 10%; all of Deoleo’s plastic, metal and glass packaging is recyclable, according to the company.
The oil packaging “will also introduce a new QR code technology in partnership with IBM that provides consumers additional layers of process traceability in the journey,” according to a press release.
Bee the change
Ardagh Glass Packaging – North America is teaming up with Newell Brands, which makes Ball home canning products, for keepsake mason jars featuring an embossed honeybee and honeycomb. The design highlights the importance of pollinators in growing foods — which then can be preserved.
“Ardagh continues to focus on innovations in complex embossing, as well as new manufacturing capabilities, to create distinctive glass packaging that creates brand differentiation,” said Darrell Wineman, vice president, food and spirits for AGP – North America, in a news release.
The pint-sized jars can be used for canning or crafts and are available in grocery and Target stores.
‘Ritas on the run
Dulce Vida Tequila launched three new ready-to-drink cocktails — two margaritas and a paloma — in individual, portable aseptic cartons made by Tetra Pak. The square cartons are primarily constructed from paperboard, and the company says they are technically recyclable.
"Dulce Vida is produced intentionally as part of our dedication to crafting the highest-quality organic tequila with sustainable practices. This extends to our packaging, which is why we are working with Tetra Pak cartons,” Eric Dopkins, CEO and chairman of Dulce Vida parent company Milestone Brands, said in a news release.
