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Nestlé KitKat's Valentine's Day campaign in 2022 Photo Huhtamaki

In a category-first innovation, Huhtamaki India, a provider of primary consumer packaging and decorative labelling solutions in India – and part of Huhtamaki, a provider of sustainable packaging solutions based in Finland, has printed 12 million unique packs for Nestlé KitKat #LoveBreak Series.

Huhtamaki

To celebrate the month of February as the ‘Season of Love’, Nestlé KitKat has rolled out limited-edition packs called #LoveBreak, building on the insight that every relationship is unique, so should be the way to express love. The designs were printed on a state-of-the-art digital press machine at our Silvassa plant using a complex cold seal operation. Huhtamaki India has delivered 12 million special packs of the collection using a variable data printing technique.

The limited-edition packs have three design categories based on relationship archetypes named ‘BAE (romantic partners), ‘BFF’ (best friends) and ‘BUDDY’ (casual friends). Each of these design categories has a representational outline shape with quirky mosaic patterns inside that change shape on each pack, thus making each a unique expression of love.

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Speaking about innovation, Dr Igor Popovic, Interim chief executive officer, Huhtamaki India, said, “Through cutting-edge technology and innovation, we can address complex and challenging needs of our customers to support them in growing their market. Smart and innovative digital printing enables new packaging possibilities in terms of variable data printing, short-runs, quick turn-around time and energizing shelf appeal of flexible pouches and laminates. Digital printing delivers high-resolution and enables layering of printed patterns to form a multicolour pattern delivering perfect registration, matching gravure printing with all colours printed in a single pass.”

“One of the biggest advantages of digital printing is that it can effortlessly enable design innovations to support the marketing narrative of the brands by simplifying the process of printing packs that are personalised, engaging and even fun for consumers,” Igor further added.

Huhtamaki is on a journey to become the first choice in sustainable packaging solutions with a focus to ensure its products are recyclable, compostable, or reusable by 2030. Huhtamaki strives to earn this position daily with its innovative products that ensure hygiene and safety for food on-the-shelf and on-the-go.

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– Naresh Khanna (25 October 2023)

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