We speak to Kevin Dudman, Innovations & New Product Development expert from labelling and packaging solution specialists Reflex to learn more about their latest products, innovations and trends in the industry.

To start off, tell us a bit about Reflex and yourself.

Reflex is one of the UK’s largest labelling and packaging solution specialists founded in 2002 valuing sustainability from the outset. Our goal was to be ‘the world’s most sustainable packaging company, which is still at the heart of our operations today. In 2020, Reflex went global, and currently has 25 sites across Europe and Australia.

I’m Kevin Dudman and my area of expertise is New Product Development. With this role, no day is the same and I’m continuously working on new packaging innovations, particularly with sustainability in mind.

Emma Collins, Marketing Manager from Reflex presents big fish® with the Pentawards Platinum Food Award

What are the latest trends in the label and packaging printing industry?

As the debate about plastic packaging and the environmental impacts of this limited natural resource increases, there has been a huge migration of resin-based packaging moving to a more sustainable format. This inevitably involves sustainable products such as pulp-based paper and cardboard materials. The challenges of matching the excellent shelf life, appearance, and stability of packaging which plastic provides are the greatest technological challenges.

In past months and years, material benefits such as oxygen and moisture barriers along with heat-sealing coatings in papers and carton boards are now allowing a far greater environment for innovation using sustainable materials. The essence of all packaging is to have a functional, fit-for-purpose product that the consumer is able to readily trust with the ability to recycle without complication or too much involvement i.e., not having to separate materials and allowing for a single point, kerbside collection process.

Pack+ range

The trends in label materials are being led by the use of PCW (post-consumer waste) being used in face materials. In synthetic labels, the use of chemically washing & recovering materials seems to be the best evolving technology. As resin-based recyclate becomes more widely available we expect to see an increased offering in this area in an effort to produce a closed-loop system.

Pack+ range

Paper-based label stocks are seeing a focus on the use of recycled pulp to allow for the recovery of materials. There remain some challenges around the quality and contamination of material, however, structures for PCW content, alternative “starch or plant waste” materials, and compostable combinations are starting to offer a wider choice for brands and consumers looking for a sustainable solution.

Can you share an example of projects you have recently worked on or are developing?

A good example of this trend is pulp-based packaging. I developed a replacement, carton board and film punnet for Marks & Spencer’s to help their “Plan A” project. The old format of packaging consisted of a printed card tray which was then wrapped in a flow wrap film with ventilation holes. This pack required the consumer to dispose of the tray in kerbside recycling but return the plastic element to a store or local collection point for plastic recycling.

Marks & Spencer’s Tomato Punnet

The pack we’ve developed is a cardboard tray with a sealable lid element and clever use of film in the window and lid sealing areas only. This has resulted in a pack that has less than 5% mixed materials and is, therefore, compliant with 2025 OPRL guidelines on classing the product as suitable for cardboard recycling only. The consumer is able to use the product, use the lid to gain some re-closure function, and, once the packaging is finished, it can be placed into the cardboard, kerbside recycling process.

Last year, another exciting project we worked on was producing 100% post-consumer waste labels that would have otherwise ended up in the landfill. More on that story here.

Reflex Post-consumer Waste Label

How can you help designers with their packaging projects?

We offer a full end-to-end solution which means that we are able to assist designers with what is technically achievable from the outset of their projects. We have a proofing service dedicated to the early stages of development, this enables clients to have physical like-for-like mock-ups of their designs to work from.

Can you tell us more about why sustainability is important to you and sustainable label and packaging options?

Sustainability is a key part of our business and shapes the way in which we operate. Reflex works relentlessly to ensure our 25 sites and manufacturing processes are as efficient and environmentally friendly as possible. We are truly passionate about this, and by 2030 we’ll have captured the entire volume of carbon emitted from the day the company was founded in 2002.
In terms of sustainable label and packaging options, we believe the key is to offer our customers a wide range of choices in quality and cost-effective sustainable packaging solutions and materials. We have teams dedicated to researching and developing these.

Head over to our sustainability story here to find out more.

What is your focus for the next few years?

Our focus remains on researching, developing, and delivering alternative structures and print techniques in board and label markets. Our ability to use water-based inks & coatings in carton boards allows for environmentally friendly innovative solutions.

Reflex is at the forefront of using new and emerging materials and structures to meet the ever-changing packaging requirements of our customers. The ability to make quick and effective innovations & investments, along with our supplier relationships and development opportunities, is what keeps Reflex at the cutting edge of packaging development.

If you wish to know more about Reflex, click here or follow them on LinkedIn.

Reflex is a proud sponsor of the Pentawards