Not long ago, smart packaging was the topic du jour. Product innovations made headlines daily, and new categories-intelligent, active, controlled, enhanced, and functional-entered the lexicon just as rapidly. "Smartwashing" was rampant. The industry was electrified by promises of new-age packaging that would propel brands to the top, through ingenuity, novelty, and added value.rnToday that buzz has died down. Some speculate that it has been replaced by the deafening roar of sustainability; others suggest that enthusiasm for such innovation has been dampened by increased packaging costs and regulations. Or, has smart packaging proven to be just a bunch of blue-sky thinking?
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