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. Huhtamaki India has delivered 12-million unique packs of the collection using variable data printing technique. The designs were printed on a state-of-the-art digital press machine at its Silvassa plant using complex cold-seal operation.
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 have a representational outline shape with quirky mosaic patterns inside that change shape on each pack, thus making each a unique expression of love.
Speaking about the innovation, Igor Popovic, interim CEO, Huhtamaki India, said, “Through cutting-edge technology and innovation, we are able to address complex and challenging needs of our customers to support them in growing their market. Smart and innovative digital printing enables a realm of 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,” Popovic 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 every day with its innovative products that ensure hygiene and safety for food on-the-shelf and food on-the-go.