AIPIA/AWA Congress Wrap: Data, Digitisation, Connectivity herald the new packaging era | 26-07-2026 |
As usual the recent AIPIA/AWA Smart Packaging World Congress brought a stellar line up of innovators and new ideas to the event. Along the way key themes, such as preparation for Digital Product Passports and PPWR; GS1 Digital Link, Data collection and management; as well as the interface between Sustainable and Intelligent packaging, were all given a very thorough shakedown by panelists and presenters.
As usual the Congress was topped and tailed by the Brand Challenge, with Clive Stephens, head of R&D at Cranswick PLC and AIPIA Advisory Board member Dr Russell Sion, a Cranswick technology partner and CEO of JentonDimaco, giving a lively opening keynote on The Perfect Pack - How Connected Technology Reduces Food Waste, Packaging Waste & Risk Through Real?Time Intelligence. This was a topic which recurred throughout the event, which was rounded off with the Brand Challenge itself, which was covered in more detail in the June Newsletter.
Identiv, a long-time sponsor of Congress, focused on how secure NFC and RFID technologies are enabling practical, scalable smart?packaging applications. The presentation covered two key areas: product authentication to protect brand integrity, and consumer engagement through connected packaging experiences. By combining secure digital identities with advanced tag and inlay design, It believes brands can strengthen trust, improve transparency, and unlock new data?driven insights across the product lifecycle.
Of course a recurring theme throughout the event was the, hopefully, global implementation of GS1’s Digital Link. The need for a standardised approach to coding of CPG’s is widely recognised, as is the need for a ‘richer’ menu of features offered by such coding . But of course different regions will go at different speeds when implementing this protocol. So anything to facilitate the process is welcome. Markem-Imaje demonstrated how connected packaging, enabled by accurate and reliable coding, helps brands deliver richer product experiences from the point of sale to the home. By such means can packaging become a dynamic digital touchpoint, they say.
Of course no better exponent of the Digital Link is GS1 itself. Delegates were lucky enough to hear direct from Camilla Young Programme Lead- Next Generation of Barcodes, GS1 UK about both the upsides and downsides of the journey to Sunrise 2027. She looked at the real-world blockers that slow adoption once concepts move beyond proof of value, from unclear ownership and data confidence, to misaligned timelines between brands, retailers, and solution providers. Adoption is a collective challenge, she believes where progress depends on how well the ecosystem works together, not on any single component. She also speculated that the industry can move forward without waiting for perfect certainty or regulatory deadlines and the intelligent packaging community’s role in helping customers move earlier, with confidence.
The two favourite acronyms of the Congress were DPP and PPWR. Both are looming large and while Digital Product Passports are some way off on the Food & Beverage and Pharmaceutical horizon there is plenty of preparation to be done. Several sessions covered this ‘hot’ topic. In particular a panel session led by an old friend of AIPIA Dom Guinard, skipped the intro fluff and dived into what really matters right now: how DPPs are actually being implemented, what’s breaking or missing, and what brands and tech providers need to gear up for in the next 12–36 months. The general message is ‘Be Prepared’ and utilise the Smart Packaging technologies which ease the pain.
