Page 29 - Food&Drink Business Magazine July-August 2020

PACKAGING | SPONSORED
“ It’s a product that really stands out on shelf. The label design, paper stock, and printing all contributed to a beautiful packaging result.”
labels and packaging need to be outstanding. And beyond that product authentication is crucial,” Daws says. “Today, though, brands can access print technology, and particularly HP Indigo technology that offers them the opportunity to use their creativity to the maximum, while delivering brand security.”
The proliferation of boutique products, and SKUs, is being underpinned by modern digital print technology, with its on-demand ability. The key though is in the consistency of quality in the print produced, with the labels and packaging needing to be precisely the same every time across every SKU. Daws says, “With the backing of the HP computer power, HP Indigo presses
are able to deliver consistency across time and media.”
It is not just the hardware that is delivering results, HP with its immense software capabilities
has some powerful algorithms at work. Its Mosaic software for instance can create endless variables from the same elements, providing instant recognition, but with individualised labels and packaging.
The rise of boutique brands, the explosion of SKUs, and the ability of digital technology to print on demand has meant run lengths have come right down. No longer do brands have to order a year’s worth of labels as they used to with analogue printing technology. On demand means no waste, no excess inventory, and flexibility. Where previously labels would be stored in a warehouse, now they are effectively stored as single file, ready to be drawn down as required.
Craig Walmsley, HP Indigo country manager for ANZ says, “Australia is not a big market compared to some of the
other developed areas such as Europe, Japan and the US. This lends itself to digital printing.
A typical run length here would be 2000-2500 linear metres, which is exactly where HP Indigo is suited.”
While Australia may not enjoy the volumes of other
countries, it certainly has the quality demand, and
capability. The winner of this year’s World Label Award Digital in the wines and spirits category is Soar Print,
based in Auckland, for its Vine Label, again
printed on an HP Indigo. Walmsley says, “The digital benefits of
the press come with no compromise on quality.”
New Zealand in fact is a hotbed of artisan food and beverage production. Daws says, “Ïf you visit a New Zealand supermarket it is not the big brands that dominate, but the craft products that take up the shelf space, companies that started in the farmer’s markets and have now moved up. The capabilities of HP Indigo with its colour quality, consistency and on-demand production is helping drive this change in the market. They don’t need to order large volumes. They are using labels, pouches, sachets, all produced on the HP Indigo, all in run lengths they need.”
It seems brands seeking compelling customer engagement have a new and powerful weapon in their armoury, whether they are a small company on the way up or a major operator looking to target multiple demographics with product versions. ✷
This article was sponsored by HP. HP invites you to learn more through its ebook
and webinar
series. hp.com/ go/indigo
✷ BRAND SECURITY
High value products, like boutique wine and spirits, pharmaceuticals and some FMCGs, have a corresponding high appeal to counterfeiters, something the scientists at HP Indigo in Israel are well aware of.
Craig Walmsley, HP Indigo country manager for ANZ says, “HP Indigo has a strong track record and focus on security and brand protection, because we see that being of high interest to the brands. Many products produced today on HP Indigo have two or three levels of security. Some will just have a 3D barcode, but many will have invisible inks, a barcode and a track-and-trace system. Obviously, brands don’t talk about it because they don’t want consumers to know that it’s there.”
Counterfeit products represent a $1.2 trillion loss to brand owners, and a major danger to consumers particularly with counterfeit pharmaceuticals, and the projections are in the next three years that figure will increase by 50 per cent.
Mark Daws said, “Label and narrow web printers that can offer their customers innovative brand protection solutions will clearly have an attractive proposition.”
www.foodanddrinkbusiness.com.au | July/August 2020 | Food&Drink business | 29