The highly anticipated Packaging Innovations & Empack 2025 opened its doors at the NEC Birmingham, receiving widespread praise from industry professionals for its focus on cutting-edge technology, sustainable solutions that promise to redefine industry standards, and valuable insights into evolving trends and regulations.
Day one of the two-day event was already hailed as a resounding success, with both attendees and exhibitors lauding the dynamic atmosphere and the innovative spirit on display across the show floor.
A major highlight of the event was the first-ever stakeholder presentation of PackUK, the administrator of the UK’s pEPR (Extended Producer Responsibility) scheme. Sebastian Munden, Chair of the EPR scheme administrator, led a panel featuring key representatives from across the four UK nations, including Rhodri Asby (Deputy Director for Resource Efficiency and Circular Economy, Welsh Government), Emma Bourne OBE (Director of Resources and Waste, DEFRA), Shane Doris (Director of Environmental Resources Policy Division, Department for Agriculture and Rural Affairs, Northern Ireland), and David McPhee (Deputy Director, Circular Economy Division, Scottish Government). The panel discussed how PackUK aims to create a fairer and more sustainable packaging industry while driving innovation and investment throughout the sector.
During the event, Munden emphasized, “This is an important milestone in the UK’s efforts to modernize packaging, waste management, and move toward a circular economy.” Doris added that launching PackUK had been a “Herculean effort” involving officials, industry representatives, and stakeholders across the UK, expressing enthusiasm for the discussions and collaboration opportunities that the event provided.
As smart packaging technology continues to evolve, manufacturers attended the show to address critical questions about its implementation. Jenny Stanley, Managing Director of Appetite Creative, moderated a panel where industry leaders explored the challenges surrounding connected packaging, including when it delivers tangible ROI and the obstacles companies face. The panel also shared real-world success stories and implementation pitfalls, offering actionable insights for businesses to develop effective smart packaging strategies.
One key takeaway was the importance of having a comprehensive understanding of the role and value of connected packaging across all levels of a business. Kasia Little, Digital Experiences Manager at Bayer, advised: “Don’t stay in your lane—if you believe there’s a case to be made, let everyone know, and make sure your reasoning is clearly heard.”
In a similar vein, AI was highlighted as a transformative force in packaging. Tey Bannerman, Partner at McKinsey & Company, illustrated how AI is changing the creative process, allowing for rapid concept creation and variations that would otherwise take weeks. He stressed that AI is not replacing creativity, but rather enhancing it, with human intuition and AI working together to achieve new levels of innovation.
The event also featured the first-ever live Talking Rubbish podcast, which attracted a large crowd to the Innovation & Design Stage. Hosts Robbie Staniforth and James Piper discussed premium paper packaging and sustainability challenges, with insights from William Connolly, Senior Principal Scientist at Diageo, who emphasized the event as a crucial meeting point for professionals across the industry.
The Future Trailblazer ceremony recognized the young talent shaping the future of the packaging sector. Winners included Aden Newbury (Kingfisher), Jade Capp (Kingfisher), Hope Fletcher (Unilever), Robert Rigby (Mailway), and Josephine Cooper (DS Smith), along with certificates presented to Michael Thompson (Bake & Bag), James O’Rourke (Mailway), and Anaïs Dubois (Kingfisher).
Additionally, the Lifetime Achievement Award was presented to Keith Barnes, a respected figure with more than 60 years of influence in the sector.
With over 450 exhibitors and thousands of visitors from across the packaging supply chain, including the food, beverage, pharmaceutical, and industrial sectors, Packaging Innovations & Empack 2025 showcases the latest in materials, machinery, and design, all with a strong emphasis on sustainability and efficiency.
The event is organized by Easyfairs UK, and its growing success is evident, with expectations for higher visitor numbers compared to previous years. James Montero-MacColl, Senior Marketing Manager at Easyfairs, praised the event, saying, “It’s become a must-attend for businesses looking to stay ahead with the latest industry insights.”
Naomi Harvey, UK Sales Director for Zeus, shared her excitement, stating, “This is one of my favorite shows because the industry is so friendly. We’ve had productive conversations with both customers and competitors, and we’re pleased with the footfall and engagement.”
