Xeikon has presented its latest advancements in labelling technology, a new ‘smart label’ solution developed and created in partnership with UPM Raflatac and Magic Add, at Labelexpo Europe 2019.

The cloud-based application enables track and trace capability for labels, designed to help brand owners wanting to bring labels and packaging online.

According to Xeikon, they are now better able to measure the success of their campaigns or to control the supply chain, bringing added value to the end user.

Xeikon product management director Jeroen Van Bauwel said many industries are integrating technology into their product lines and producing ‘smart’ products to meet current trends.

“More and more brands want to say ‘we are providing the authentic product’. In creating this smart label solution for brand owners, we have worked with UPM Raflatac and Magic Add to put the ‘smart’ part into label design,” he said.

“Xeikon continues to utilise the constant advancements in technology for the benefit of the label community. This smart label solution incorporates technology that extends the functionality of labels and packaging beyond traditional print methods. What’s exciting is the technology behind the action.”

Every package is made unique with an image, text, a number or a code, and it is ready to be scanned with standard applications. There are a number of options such as QR codes that give consumers the ability to track their product throughout its complete life cycle.

They can also check storage conditions during transport and track the journey of the product from supplier to retailer.

Van Bauwel added that engaging with the consumer through smart labels has endless creative possibilities.

“Information can include recipes, wine recommendations, details and advice on food calories, health and dietary information. Importantly for the pharmaceutical sector, an extra layer of information can be added to communicate on vital guidelines and safety warnings.

“In the food sector, brands can use the smart label to show the origin and composition of their product. This is a good example of one of the key benefits of Xeikon’s smart label solution.”

As the end user benefits from the engagement and the experience of access to added value information and advice, the brand owner and the product supplier can gather data, which helps them research into consumer preferences and the most popular products.

“Through Xeikon’s smart label solution, brand owners searching for new ways to maximise their brands can see who is buying their product and build a buyer’s profile that adds to the market intelligence, which helps them meet consumer demand,” he said.

“The data helps them improve their campaigns and better serve the consumer and the overall markets. By understanding consumer preference, the brand owner can, more efficiently, meet consumer demand.

“By securing the supply chain, they can prevent counterfeiting and copying, and improve their brand image. They can manage and protect their brand through overall traceability.”

The company also showcased new technologies in the flexible packaging space following a partnership with CS technologies, predominantly around resealable pouches for food packaging.

“This is a new market for us, the packaging market is yet another pace for us to expand into, especially with the growth of organic food and high-quality foods for people and pets,” Xeikon A/NZ sales general manager Trevor Crowley said.

“This means we are now able to enter the packaging space – especially the short run, high-quality and customised packaging market.

“We want to help customers unearth more opportunities. This allows the opportunity for variable data and other security attributes through our unique technology with micro printing, etc. and to offer an end-to-end solution.”

The solution isn’t commercially available yet.

“For us, it’s about providing solutions rather than product. We want customers to get into digital but also to do it effectively and efficiently,” Crowley added.