ProSweets 2013 Cologne

Ecological aspects and special effects to drive the cardboard packaging market, says CEO of PAWI Packaging

By Kacey Culliney

- Last updated on GMT talks to PAWI Packaging CEO at ProSweets 2013 talks to PAWI Packaging CEO at ProSweets 2013

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The cardboard packaging market will continue to be driven by ecological aspects for 2013 but also increased interest in special effects, the CEO of PAWI Packaging says.

Speaking to at ProSweets 2013 in Cologne, Andreas Kellar said that detailed special effects are generating a lot of interest.

“Laser design is popular because it enables lots of detail and it’s a new style of detailing that is different to traditional printing,”​ Kellar said.

PAWI was showcasing its laser design capabilities at the trade show that included simple seasonal designs with hens and eggs using bright colors and more intricate city landscapes lasered into brown and white boxes.

‘Of course ecological aspects are important’

“Of course ecological aspects are important for the market,”​ Kellar said.

“We have developed a packaging in-lay in cardboard for our standard box range. There have been a lot of customers asking to have cardboard in-lays. The demand for plastic is just not as strong,”​ he said.

The cardboard in-lays vary in size and capacity and fold easily and neatly into the cardboard tray frame.

The in-lays, and boxes, come in a wide range of colors and textures – including matt and gloss.

The CEO said that color demands are often seasonally defined but identified a trend towards dark browns and blacks over the last two years defined by attempts to position products as premium.

European family business set to stay

Kellar made clear that business efforts were not towards growth beyond Europe and that sourcing, production and sales would remain in this region.

“We are focused on the European market solely. We are a family business and don’t want to be a big business,”​ he said.

He did however make clear that within Europe the firm works with big brands such as Nestlé and Lindt.

PAWI operates from two production facilities – its main Swiss site and one in Germany. It sources all its materials from within Europe, predominantly Scandinavia due to high quality and good pricing, the CEO said.