Smurfit Kappa has introduced a new digital inline option for packaging
Smurfit Kappa has developed an inline digital printer with its partner Limitronic, the Spanish manufacturer of high resolution industrial inkjet printers for product coding, marking and decoration. This means that topical campaigns can be produced quickly, with the shortest ever link from studio to shop floor, giving marketers the ability to react to market trends with fully-customised shelf ready packaging to reflect the latest offers, promotions and marketing campaigns.
With full colour, high quality print, the new inline printer can be installed on all types of packing lines at the customer’s site at the end of the production process. The printing module offers printing speeds of up to 34 m/min and connects to a 15 inch touchscreen industrial grade controller.
Roberto Villaquiran, CEO of the corrugated division, explained, ‘75% of all buying decisions are made on the spot, in store. 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 continued, ‘In terms of reaching the consumer with the latest brand messaging, this makes the supermarket aisle more akin to the high street. With this latest innovation, which has proven to be successful from a manufacturing point of view, the opportunities for customisation, at speed, are astonishing.’
Having been trialled and proven in the market, the technology is now being rolled out via Smurfit Kappa’s Machine Systems operations.
