Sharp Iris have eye on the prize

Sharp Iris have eye on the prize

Sharp Iris became leader of the pack at this year’s Lions’ Lair competition, which took at Packaging Innovations on Thursday 27 February at Birmingham’s NEC. The company was one of four who pitched their most innovative products to a panel of fierce judges.

Taking personalisation to the next level was Sharp Iris, who won the judges over with its groundbreaking service Smartflow. Smartflow works by creating printable artwork featuring various changeable details, including images, names and messages. Consumers can order a product, personalise their packaging and receive it direct to their door.

On winning the Lions’ Lair accolade, Lauren Whittaker, Marketing Manager at Smart Iris, commented: “It was a fantastic experience and it is always great to spread the word about personalisation. Immediately after Lions’ Lair we had people come straight back to our stand to take part in some personalisation processing using our Smartflow system.”

The three other companies who took part in the competition included Graphic Measure International, Nulogy and Holfield Plastics.
Holfeld Plastics presented its new rPETeCO trays for the meat, poultry, fish and fresh produce markets. rPETeCO, a low carbon, lightweight material is highly tactile with instant shelf appeal. The packaging contains up to 90% post consumer recyclate and is available with a PE sealing layer providing high gas barrier in MAP applications.

Graphic Measures International pitched its innovative design, ‘GMI Prime’ Packaging Quality Management service, offering independent testing, inspection and quality management for retailers and brand owners. The service enables GMI’s clients to implement a global PQM programme, quickly and cost-effectively.

Nulogy were last to enter the lair with PackManager, a patent-pending technology that manages the entire contract packaging workflow, from quoting and planning to production all the way to reporting and invoicing. PackManager enables contract packagers to save time and money, ensuring greater accuracy and accountability, and ultimately scales efficiently. 

The Lions’ Lair was a show floor feature at Packaging Innovations 2014. The show, which took place on 26 & 27 February 2014, reported record breaking exhibitors, visitor numbers, with representatives from Tesco, Iceland Foods, DHL, Wilkinson, Marks and Spencer and Hewlett Packard speaking at the show.

The next easyFairs UK packaging event in 2014 is Packaging Innovations London, taking place at the Business Design Centre on 30 September and 1 October 2014. It will run alongside Luxury Packaging, making it the capital’s most exciting and inspirational showcase for everything new and exclusive in packaging design. Packaging Innovations Germany, the Netherlands and Poland will also transition to the new brand.

easyFairs, organisers of the fastest growing network of European packaging events, has announced that its packaging portfolio right across Europe will evolve around four major core show concepts: Packaging Innovations, Empack, Label&Print and Luxury Packaging. Packaging Innovations, Empack and Label&Print will take place at Birmingham’s NEC on 25 and 26 February in 2015.

For information on the 2014 NEC show, please visit


Stephanie Cornwall
Stephanie Cornwall