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 (book a one-to-one online demo here).

We have selected four new initiatives for you today.


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Everything you need to know about the fast-growing refillable and reusable packaging market and more!

Find out which brands, retailers and suppliers are bringing refillable and reusable innovations to market and what you need to do to succeed.

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Free Packaging Webinars from ThePackHub

This Thursday 24th September at 4 pm BST / 11:00 am ET

All new innovations.

Join us for our latest free one hour webinar. Catch up on the latest sustainable 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.

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

Feel free to share with your colleagues.

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Thursday 24th September at 4 pm BST / 11:00 am ET

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#1 Perfume bottle designed for dual usage occasions


Aptar Beauty + Home has partnered with Japanese multinational personal care company Shiseido to create a new solution for the dispensing of perfumes. Issey Miyake’s L’Eau d’Issey now features a unique and versatile bottle offering two formats in one. A standard at-home ‘prestigious’ format has been combined with a travel format in a single set. The 2-in-1 bottle technology is a first for the already innovative perfume industry.  The novel double pack concept is called IGO / ISTAY. The ISTAY bottle is in keeping with the existing L’Eau d’Issey fragrance bottle design. The light and unbreakable IGO cap can be used out of the home and contains 20ml of fragrance and an integrated vaporizer. It clips to the ISTAY base to offer a travel format and can be used completely independently.

#2 World’s first unlimited returnable container subscription

A world first is being claimed with the introduction of an unlimited returnable container subscription for the food takeaway industry. The Innovation Zone has tracked several returnable containers schemes seemingly encouraged by a shift in consumer behaviour due to Covid-19 lockdown restrictions. The solution by barePack is claimed to be a practical service to make the takeaway food market more sustainable. It does away with single-use disposable packaging and allows for takeaways to be used on demand without consumers having to plan ahead to bring their own containers. Consumers can check out reusables from partner vendors and return reusables to any participating drop site using the GO Box app. barePack is a returnable container system that gives operators the opportunity to offer a more sustainable way to deliver takeaway. Each vendor is assigned a unique QR code, used by customers to check out their reusables. Vendors can simply self-select what containers or cups they wish to stock. barePack delivers an initial stock of clean reusables, deposit-free. Customers must have a barePack subscription and use the barePack app to borrow reusables. barePack staff regularly check where stock levels are to help re-adjust stock levels in the market. See also Czech reusable takeaway scheme aims to reduce packaging waste.

More info in The Innovation Zone.

#3 QR code Narrative Label uses 30 second audio clips and large-sized images for visually impaired


There are almost two million people living in the UK with sight loss and around 360,000 of those are registered as blind or partially sighted. An Italian start-up has developed a new initiative for food labels to help the visually-impaired understand vital pack information as well as be able to engage with a brand. An inclusive packaging solution sees the development of a QR code prototype. When the code is scanned on a pack it narrates olive oil packaging labels on a user’s smartphone. The “Narrative Label” uses a 30-second audio recording alongside a range of large-sized images, text and videos to detail the product contents. Sistemi e Servizi di Precisione (SISSPre) start-up has developed the QR code prototype, which is compatible with both Android and iOS systems. It is being trialed with 20 local businesses to test usability and user acceptance. The Narrative Label needs to be merely scanned for it to generate its contents. The content can be constantly updated by the brand owner without needing to change the QR code on the pack. Braille labeling on-pack can be cost-prohibitive.


More info in The Innovation Zone.

#4 Glue-free wooden cap features removable plastic inner for recycling

Wood packaging specialists Pujolasos delivers innovations to enhance sustainable perfume and cosmetic packaging. The Barcelona-based business has announced the introduction of a glue-free wooden cap, which has a removable and recyclable plastic inner, a first of its kind. The removable plastic inner means that it can be easily recycled post-use. Also made available is a mono-material threaded wooden cap. The recently developed patented wooden cap – the Woodle tackles the ongoing challenge of multi-material component recycling. The plastic inner is designed to be easily removed and then recycled after its useful life. Post-Consumer Recycled (PCR) plastic can also be incorporated to further enhance environmental credentials. The innovation is compatible with the majority of existing and potential perfumery and cosmetics packaging developments.

More info in The Innovation Zone.

Packaging question of the week

By 2025, how big will refillable and reusable packaging be? Vote and comment now.

Last week: 43% strongly agree that the growth of the refillable and reusable packaging market is a big opportunity for packaging suppliers.

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 >