In today's fast-paced world, "innovation" has become a common topic, but when it surprises people, it always captures attention and achieves remarkable results. The value of such innovation is immeasurable.
Imagine a food packaging bag that can be eaten! Recently, at the Hunan Food Industry “Global First Starch Airbag Products Promotion Conference,†sponsored by the Hunan Provincial Department of Economy and Information Technology, Mr. Shuai Wenwen, chairman of the company, introduced an innovative product made from natural cassava starch imported from Cambodia, combined with edible glycerin and purified water. This edible packaging can be filled with snacks or used as a container for items like oil, salt, vinegar, and tea. It’s even possible to brew hot water inside the empty bag and consume it directly.
Traditional capsules have long struggled to meet the strict requirements of the food industry. However, after a decade of research and development, Alcoa Pharmaceuticals successfully created an advanced edible starch product—an empty starch capsule. In May of this year, the company obtained a food production license from the Hunan Food and Drug Administration, officially entering the food sector.
According to the provincial Economic and Information Committee, starch hollow bags can serve as a new type of food or food packaging material, applicable to 19 categories across 28 types of food. These products can be brewed with hot water or swallowed directly, offering convenience, nutrition, safety, and environmental friendliness. For instance, the “four packets†(soy sauce, oil, vegetable, and condiment) in instant noodles could be replaced with these starch capsules, eliminating the need to tear open the packaging. Boiling water can be used to brew them, and they melt on their own, making them easy to eat. This innovation is the first of its kind in the country and even the world.
To build a complete industry chain for starch hollow bags, Ercon Pharmaceutical has established a 180,000-ton medicinal starch production facility in Cambodia and a starch-filled capsule industrial park in Liuyang Economic Development Zone. With an annual production capacity of 30 billion units, the second phase will add another 130 billion units. Since the product is derived from pure natural plant starch, it differs from traditional gelatin capsules made from animal sources. Known as the “terminator of toxic capsules,†this product also opens up new consumption models for over 1.6 billion Muslims, 1 billion Hindus, Jews, and vegetarians.
In a time where cost-effectiveness is key, whether a product or service is worth mentioning depends on how well it meets customer needs. Only by satisfying customers can real value be created. Adding innovative elements ensures that consumers feel refreshed and engaged.
Many traditional companies are now exploring new service models, such as online orders, e-book printing, and various emerging services. These new business models reflect the current strength and future potential of the market. The starch capsules discussed here are a prime example of how innovation can transform traditional industries.
"Innovation" may seem like a cliché, but when it surprises people, it always stands out and delivers powerful results. Its value cannot be measured.
Two small stories to inspire creativity:
Xiao Bian came across a microblog post that shared a unique idea. Japanese dairy brands print warm messages on their boxes, such as “Thank you for folding me up†or environmental protection slogans. These messages have been widely appreciated, leading to increased sales. The concept is simple—just adding text—but the impact is significant. It not only warms people's hearts but also promotes environmental awareness and boosts product sales.
If this doesn’t sound impressive enough, consider another creative story. A new multi-million-dollar TV ad campaign launched this year tells the story of a family bakery owner and his son through 15 years of touching and exciting events. The ad, titled “Postcard,†features an original song called “Hold On Tight†by VeritéMusic and ends with the message “Everything you create matters.†It emphasizes how Vistaprint helps small businesses promote themselves professionally.
This storytelling approach highlights the company's evolution and marks the first time in its history that marketing includes coupons or discounts. As a leader in DIY products for small businesses, Vistaprint hopes this ad will help increase its share of the $30 billion market.
While advertising is familiar, a TV commercial with a compelling story is both creative and impactful. This localized version will air in Europe later this year, and Vistaprint plans to continue broadcasting it throughout 2015.
Creativity is not ordinary—it brings unexpected results. In short, the journey of India’s printing and packaging companies toward innovation is already underway. With high quality and excellent service, they are driving development in other industries and creating new growth opportunities. Isn’t that something worth pursuing?
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