Big-name brands to make waves at Packaging Innovations & Empack 2025

Step into the future of packaging at Packaging Innovations & Empack 2025

Packaging Innovations & Empack has always been a show about the future – but 2025 might be the first year it’s about a specific date: 2030.

As we enter 2025, we pass the psychological halfway mark of the decade. Minds naturally turn to 2030, with its looming environmental deadlines. The EU’s PPWR reform, for example, mandates all EU packaging to be recyclable by then. Businesses face growing pressure to find sustainable solutions as time runs short.

The need for personalised, efficient packaging will intensify, with AI moving from nice-to-have to essential. Each application’s unique needs mean there’s no one-size-fits-all solution, and 2025 will spotlight this even more.

The best way to grasp 2025’s trends isn’t to read about them but to experience them. Packaging Innovations & Empack 2025 returns to the Birmingham NEC on 12 & 13 February – and it’s your chance to immerse yourself in what’s next.

A unifying event for the packaging supply chain

With more than 430 exhibitors and over 7,000 attendees anticipated, Packaging Innovations & Empack 2025 is the ideal place for the entire packaging supply chain to connect. James Montero MacColl, Senior Marketing Manager at Easyfairs UK, emphasises the event’s importance: "With the pace of change in packaging, this event provides businesses with the tools and networks needed to keep up, especially with sustainability goals like 2030 looming large." Attendees will find inspiration in emerging technologies and sustainable practices and have the chance to build meaningful connections across the industry.

Specialised zones for high-impact sectors

The 2025 event will spotlight specific growth areas in packaging with dedicated zones for key sectors:

• Smart Packaging Zone: A glimpse into the future, this zone offers interactive packaging solutions such as NFC chips, RFID tags, and augmented reality (AR) that are revolutionising customer experiences and adding real-time tracking to products. This year introduces a dedicated space to spotlight innovative trends and showcase cutting-edge advancements in the industry.
• Food Service Zone: Showcasing the latest in sustainable, recyclable food packaging, this area - developed in collaboration with the FPA - will feature innovations that enhance shelf life and improve eco-friendliness, addressing environmental and consumer demands alike.
• Label & Print Zone: This space highlights advancements in labelling and flexible packaging, showcasing new technology and software that boost quality, sustainability, and efficiency—perfect for those keen on the evolving role of labelling in branding and compliance.
• Contract Pack & Fulfilment Zone: Powered by BCMPA, this zone, the UK’s only event focused on outsourced packaging services, connects brand owners and retailers with co-packing and e-commerce fulfilment experts, essential for those relying on efficient, specialised packaging and delivery solutions.

Sustainability sparks action

“As brands feel the squeeze of tightening regulations, they're shifting gears from strategy to action,” added Montero MacColl. "For years, sustainability has driven the packaging agenda, but what we’re seeing now is transformative. Businesses are no longer just talking about change - they’re making it happen. Whether seeking inspiration, validation, or innovative solutions, they’re looking to Packaging Innovations to lead the way."

This year’s event is well-poised to surpass all expectations, with over 430 leading suppliers set to connect with iconic names such as Aldi, Asda, Boots, Diageo, Nestle, Heinz, Unilever, and Waitrose. VIP attendees from trailblazers like Amazon, John Lewis, Mars Inc., and Interflora are confirmed, making this edition a powerhouse of opportunity and networking.

Rob Thompson, Senior Packaging Manager at Co-Op, shares his enthusiasm: “I’ve been attending Packaging Innovations at the NEC for over 20 years. It’s the UK’s premier event for anyone looking to network with other packaging professionals.” Hannah Pollard, Packaging Technologist at Iceland, adds, “I thoroughly enjoy Packaging Innovations & Empack; it showcases a diverse range of exhibitors and always delivers an eclectic mix of talks on key topics. I make new connections and draw inspiration from the Innovation Gallery areas, making it a fantastic show.”

Insights from industry pioneers

A cornerstone of Packaging Innovations & Empack 2025 is its robust educational programme, featuring over 50 speakers across three dedicated stages - the Circular Economy, Supply Chain, and Innovation Stages. Google’s Packaging Innovation Lead, Miguel Arevalo, will share insights into Google’s efforts towards plastic-free packaging, while Tey Bannerman from McKinsey Design will explore how AI is reshaping packaging creativity.

The speaker lineup includes Lowelle Bryan, Refill & Reuse Specialist at WRAP; Cathy Cook, Chair of LARAC; Verity Davidge, Director of Policy at Make UK; Victoria Brownlie, Chief Policy Officer at the British Beauty Council; Martin Kersh, Executive Director of the Foodservice Packaging Association; Dimitra Rappou, Executive Director of Sustainable Products at CPI; Martin Settle, Senior Manager of Polymer Science at Reckitt; Tom Stone, Packaging Development Manager at Bakkavor; and Mike Wilson, Chief Automation Officer at the Manufacturing Technology Centre (MTC).

Celebrating creativity and ingenuity

The event will honour innovation with two prestigious awards—the Future Trailblazer Awards and the Packaging Start-Up Awards—both sponsored by Ocado. These awards highlight groundbreaking companies and ideas pushing boundaries in packaging design and technology. Visitors can also explore the Innovation Gallery to see pioneering projects, offering a glimpse into the future of packaging.

Complimentary visitor tickets are still available, giving attendees the chance to explore the UK’s flagship packaging exhibition at no cost. Don’t miss your opportunity to be part of the event defining the future of packaging - register now and join the conversation.