Packaging Innovations & Empack brings industry leaders to NEC Birmingham

New insights and groundbreaking innovations make 2025’s showcase the biggest yet.

The eagerly awaited Packaging Innovations & Empack 2025 opened its doors at the NEC Birmingham, drawing widespread acclaim from industry professionals for its emphasis on cutting-edge technology, sustainable solutions set to redefine industry standards, and unmissable insights on evolving industry trends and regulations.

Day one of the two-day event has already been hailed a major success by attendees and exhibitors alike, with many praising the dynamic atmosphere and innovative spirit that was demonstrated across the show floor.

In one of the highlights of the show schedule, leading figures from the packaging world came together for the first-ever stakeholder presentation of PackUK, the administrator of the UK’s pEPR scheme. Sebastian Munden, Chair of the EPR scheme administrator, hosted a panel of representatives from across the four nations, including Rhodri Asby (Deputy Director for Resource Efficiency and Circular Economy at Welsh Government), Emma Bourne OBE (Director of Resources and Waste at DEFRA), Shane Doris (Director of Environmental Resources Policy Division at Department for Agriculture and Rural Affairs, Northern Ireland), and David McPhee (Deputy Director of Circular Economy Division at Scottish Government). The panel explored how PackUK will deliver a fairer and more sustainable packaging industry while driving investment and innovation across the sector.

Speaking at the event in front of a packed conference zone, Munden said: “This is an important milestone in the UK’s commitment to modernise packaging, waste management, and eliminate the idea of waste as we transition to a circular economy.”

Doris said it had been a “Herculean effort” involving politicians, officials, packaging industry representatives, and other stakeholders from across the UK to launch PackUK. “I can think of no better event to launch PackUK, and I look forward to healthy discussions with the many value chain professionals attending.”

As smart packaging technology continues to advance, manufacturers are attending the show to find answers to critical questions about its implementation. Jenny Stanley, Managing Director of Appetite Creative, set the stage for a panel of industry leaders to explore these challenges. The discussion focused on identifying when connected packaging delivers tangible ROI, the obstacles that stand in the way, and how businesses can determine if it’s the right move for their operations. From real-world success stories to common implementation pitfalls, the panel provided actionable insights to guide smart packaging strategies.

A key takeaway for the audience was the need to have the role and value of connected packaging widely understood throughout a business, top to bottom. “Don’t stay in your lane,” was the advice of Kasia Little, Digital Experiences Manager at Bayer. “If you think there’s a case to be made, let everyone know and make sure the reasons are heard loud and clear.”

Stanley affirmed this view and said: “Connected packaging impacts businesses across their entire operations. Those who can envisage the business case will be the ones who make connected packaging work and succeed, wherever they sit in the business.”

Similarly, AI is giving the sharpest creative minds a kind of superintelligence, turning the previously impossible into reality. That was the picture painted by Tey Bannerman, Partner at McKinsey & Company, highlighting the deeper, less visible transformation unfolding beneath the surface of the AI hype.

Bannerman said: “AI is early in its development but it is an evolving space and becoming more accessible to people with different skillsets and degrees of knowledge.

“This gives it the potential to change the landscape in a whole host of areas. Retail and consumer packaged goods are two areas where there is the biggest potential for AI to affect change. For example, you can take a simple product or packaging concept and have AI create multiple variations in ways not thought of and in seconds, rather than having a person spend weeks working up concepts.

“Does this mean the end of creativity today as we know it? Yes, but for the better. Creativity is changing drastically, with AI allowing it at greater speed and scale than ever before, for more people.

“You mustn’t disregard human intuition and experience though. AI is a copilot and together with human involvement the best outcomes are possible. With packaging, a visceral and emotional response is essential. I’ve yet to see AI achieve this. Combining the human experience and AI will elevate creativity to new levels.”

The first-ever live Talking Rubbish podcast also proved to be a smash hit with attendees. A huge crowd gathered on the Innovation & Design Stage as podcast hosts Robbie Staniforth and James Piper led the conversation on creating premium paper packaging while responding to sustainability challenges. They were joined by William Connolly, Senior Principal Scientist at Diageo, who said: “As someone who has been in the industry for a considerable time, I see this event as a catalyst for connection. I attend not just for the exhibits but as much for the people. It’s a key gathering that brings together professionals from various roles, industries, and companies. You come because it’s where people come.”

The show took time to recognise excellence through the Future Trailblazer ceremony, celebrating young talent poised to guide the industry's future. Five standout winners were highlighted: Aden Newbury from Kingfisher, who won the Production Delivery category; Jade Capp, also from Kingfisher, who secured the Making it Happen category; Hope Fletcher from Unilever, who took home the Sustainable Thinking award; Robert Rigby from Mailway, who won in the Delivery Management category; and Josephine Cooper from DS Smith, who was recognised in the Design for Future category. In addition to these awards, three certificates were presented to Michael Thompson from Bake & Bag, James O'Rourke from Mailway, and Anaïs Dubois from Kingfisher.

In addition, the ceremony also celebrated those who have helped shape the industry of today. The Lifetime Achievement award was presented to Keith Barnes, an influential figure in the sector for more than 60 years.

This year’s Packaging Innovations & Empack features more than 450 exhibitors and thousands of visitors from across the packaging supply chain, including key players from the food, beverage, pharmaceutical, and industrial sectors. The event showcases the latest advancements in materials, machinery, and design, with a strong focus on sustainable solutions and efficiency.

Organised by Easyfairs UK, the event continues to grow in stature, with early indications suggesting a surge in visitor numbers compared to previous years. James Montero-MacColl, Senior Marketing Manager at Easyfairs, hailed the event’s barnstorming success, saying: “We’ve had people from all angles of packaging, from brands to suppliers, coming to ask interesting questions about new legislation that’s coming in. This event has become mandatory for packaging businesses looking to get inspired by the latest industry insights.

“The feedback has been great and today has been incredibly busy. The future of this community is bright and it’s great to be a part of it.”

Naomi Harvey, UK Sales Director for Zeus, said: “This is one of my favourite shows ever because our industry is so friendly you can just go and talk to our competitors and see what they’re doing. We’ve had lots of engaging conversations with customers and are pleased with the footfall we’ve seen. The conversations I’ve had have been about the consolidation part that Zeus can offer, ranging from machinery right through to brown box.”

Don't miss out on the final day of Packaging Innovations & Empack 2025! Join industry leaders, explore cutting-edge solutions, and gain exclusive insights that will shape the future of packaging. Register now and be part of the conversation driving innovation and sustainability forward.