Photonic Printing for personalized packaging

DataLase at AIPIA World Congress

VAReLase Cup by DataLase
VAReLase Cup by DataLase

Combining the benefits of traditional print methods with the flexibility of digital, DataLase Photonic Printing solutions enable fully customized printing at the latest point in the supply chain – where it can deliver the highest brand value and consumer relevance.

“In Photonic Printing, a functional coating containing patented DataLase laser reactive pigment is applied as a patch using traditional print methods, such as flexography or gravure,” explained Eric Ferguson, DataLase Photonic Printing sales director. “Laser systems positioned at the latest stage of the supply chain, point of fill or point of sale, then activate this coating. The pigment changes upon exposure to the laser light, delivering an inkless, high contrast permanent print.”

Photonic Printing offers advantages and efficiencies including increased flexibility using variable data, allowing personalized individual consumer-orientated campaigns and enhanced engagement opportunities, late-stage packaging customization enables the quicker reaction to trends/market changes, tailoring to specific messages, moments or occasions, in a very short timescale, encourages positive consumer sustainability behavior. It effectively communicates important information, such as allergen advice, enhanced shelf appeal, and positively impacts supply chain costs through SKU rationalization – less waste, inventory, and variability improved forecasting accuracy and waste reduction.

The company can deliver personalized messages to encourage consumer behavior towards recycling and to drive change in consumer habits and promote sustainable behavior towards recycling of disposable hot drinks cups.

With its innovative VAReLase Cup Solutions system, which began pilot trials in June 2019, DataLase has identified sustainability and recycling as one of the key benefits of the technology. Hot drink cups can be individually personalized in real-time at the point of sale. The cup appears blank until exposed to a laser, which activates a pigment on the cup material and prints the bespoke design straight onto the surface.

“As a member of the Paper Cup Recovery and Recycling Group (PCRRG), we are keen to use our technology to raise awareness and push an agenda of behavioral change with regards to disposable cup recycling,” said Laura Rickards, marketing manager at DataLase. “We see this as a hugely effective way to help tackle the problem of recyclability by encouraging positive consumer behavior, close the recycling loop and create a circular economy for disposable hot drink cups.”

Datalase will be present at the Seeing is Believing area at the AIPIA World Congress, which takes place from 18 to 19 November 2019.