Innovation Zone ThePackHub -


Welcome to this week’s Innovation Zone snapshot from ThePackHub.

ThePackHub collates up to 20 new packaging innovations every week for our Innovation Zone database.

We have selected four new initiatives for you today.

More information on our Innovation Zone packaging database –

New – Watch our last webinar in full

Watch our latest packaging webinar as we explore the world of packaging design innovation trends with a whistle-stop tour of the latest innovations. We were also joined by James Cutting, CEO of [T=Ø] who can create 1000’s of artworks in seconds and dramatically reduce the lifetime cost of ownership of a brand. Hosted by Paul Jenkins, Managing Director and Barrington Pamplin, Technical Director of ThePackHub.

For any additional information about [T=0]:

James Cutting
Telephone: +44 7572023204

Any questions about the innovations discussed or the Innovation Zone, please contact

View here. 


ThePackHub collates up to 20 new packaging innovations every week for our Innovation Zone database. We have selected four new initiatives for you today.

More information on our Innovation Zone packaging database –

Available Now – as two printed volumes and as a download

Find out about ThePackHub’s nine new global packaging trends

– More than 550 market initiatives with visuals, analysis and comment across nine new packaging trends

– consumer insight – find out the views, opinions and motives of the end customer about packaging innovation via our exclusive bespoke research

– 16 key expert interviews – understand the authoritative views of leading packaging industry experts

Global Packaging Trends Compendium 2021 comprises 671 pages over two volumes and is just £900.

Find out more and order


Book on our next webinar

Thursday 20th May – 3 pm BST

FREE one hour webinar. Catch up on the latest recyclable packaging innovation trends with this whistle-stop tour of the latest initiatives. We will cover many recent in-market and developmental examples to inspire you and keep you up to speed.

We will also be joined by SUEZ.circpack® who will be discussing how their extensive solution can help you understand the recycling process, and design the best circular packaging for your brand.

Hosted by Paul Jenkins, Managing Director and Barrington Pamplin, Technical Director of ThePackHub

Thursday 20th May – 3 pm BST

Find out more and book.


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#1 Breakthrough blister pack improves sustainability


The blister pack has been a significant and well-established format for the safe packaging of pharmaceutical products for many years.  However, the format has traditionally been difficult to recycle. Packaging heavyweights Amcor have developed a new solution to combat this.  AmSky is a recent initiative that has the potential to make healthcare packaging much more sustainable. AmSky removes PVC (Polyvinyl chloride) from blister packaging, allowing it to be recycled more easily. The innovation reports to deliver the first child-resistant and senior-friendly recyclable packaging for one of the most commonly used packaging types in the pharmaceutical world.

#2 Toothbrush pack switches out of plastic

Glaxo Smith Kline (GSK) have announced that their German toothbrush brand, Dr. Best is in the process of moving out of plastic packaging. It is expected that most of the complete range will be in board packs within a few months, with the exception of electric vibrating brushes. It is estimated that the move to board packaging will save 325,000 kgs of plastic per annum. The main body of the carton is made from 85% recycled board with a viewing window made of cellulose manufactured from a renewable plant source. The decision to have a visible window was made due to research that GSK conducted which revealed that consumers like to be able to see the head of the brush when making their purchase. The packaging is fully recyclable and can be disposed of in the usual waste paper stream.

More info in The Innovation Zone.

#3 Gable-top carton refill pack for soap launched

Norwegian home and personal care manufacturer Orkla has collaborated with Elopak to produce a sustainable refill pack for their Klar laundry detergent and liquid soap products. The new board-based carton, called D-PAK is a move by Orkla to help consumers reduce the amount of plastic generated in the waste stream. The gable-top carton is made from renewable materials and is said to be suitable for recycling with other board products such as milk cartons and newspapers. A trial has been conducted with selected retailers, and online purchasers. Consumer feedback has been positive, with reports that refilling is easy and convenient. Consumers just need to pour from the carton into the original plastic container. It is said that the new pack is more efficient through the supply chain, as it saves weight and is also more cost-effective by volume. A label over the cap is added to alert the consumer that the pack’s contents are not for consumption.


More info in The Innovation Zone.

#4 World’s first adaptive deodorant pack in development

Unilever has revealed they have partnered with New-York based global marketing communications agency Wunderman Thompson and design studio Sour to create a new deodorant pack called Degree Inclusive. The collaboration has unveiled the “world’s first adaptive deodorant” for people with disabilities affecting their vision and/or arms. The deodorant was designed with Sour, who contributed as disability consultants on the project to suggest ideas and test prototypes. In terms of easier use for people with disabilities affecting their arms, the pack has a hook for single-hand use, as well as a magnetic cap for easier opening. Additionally, for those with vision impairment, it has a braille label with instructions for use. The pack also has a large roll-on surface to reach more skin area, while ticking sustainability boxes by being refillable.

More info in The Innovation Zone.

Watch our latest ThePackhub Expert Interview

Ian Beresford, Head of Marketing & Development of Essentra Tapes discusses their recent consumer research results that highlights some of packaging’s frustrations and delights as well as delving into the company’s range of tapes that Open, Close, Inform and Protect.

Packaging question of the week

When will you next attend a face-to-face packaging event? Vote and comment now. 

Last time, 66% said that the recently conducted research that found that being at home more during the pandemic had highlighted the volume of plastic waste generated in their homes will this make a difference to the amount of plastic used in the future.

Please visit ThePackHub or call us on +44(0)118 963 9990 to find out more about the range of packaging innovation services we offer. We’ve delivered projects for a number of brand owner, retailer and packaging suppliers.

Until next time. Happy innovating.

ThePackHub Ltd 3 Redlands Court, Chapel Lane, Shotteswell, Banbury, OX17 1JB . Tel: 0118 963 9990 . Email us >