An online digital printer developed by Smurfit Kappa and Limitronic will enable fully customised shelf-ready packaging to reflect the latest offers, promotions and fast-reaction marketing campaigns to be "created from scratch, with the shortest ever link from studio to shop floor".
The new online printer can be installed on all types of packing lines at the customer's site, at the very end of the packing process. A new level of flexibility in packaging with full colour, high quality print is promised.
Roberto Villaquiran, CEO of Smurfit Kappa's Corrugated Division, explains: "This latest innovation means on-shelf packaging becomes another form of brand advertising, reflecting the very latest campaigns delivered at the very moment the consumer is at the point of purchase. These can be turned around faster than ever before."
He continues: "In terms of reaching the consumer with the latest brand messaging, this makes the supermarket aisle more akin to the high street. The opportunities for customisation, at speed, are astonishing."
