The scenery here is great to see packaging innovation leads the trend of the times

[China Packaging Network News] Innovation is often considered a cliché, but when it surprises, it always captures attention and achieves remarkable results. Its value is truly immeasurable.

Can food packaging bags 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 hold snacks or serve as a container for food items like oil, salt, vinegar, and tea, even being consumed after emptying the contents.

Traditional capsules have long faced challenges in entering the food market due to various restrictions. After a decade of research and development, Alcoa Pharmaceuticals successfully created a high-end, original edible starch product—hollow starch capsules. In May, the company received a food production license from the Hunan Food and Drug Administration and officially entered the food industry.

According to the provincial Economic and Information Committee, starch hollow bags can serve as a new type of food or packaging material, applicable to 19 categories across 28 types of food. These packages can be brewed with hot water or swallowed directly. For convenience foods, items like soy sauce packets, oil packets, vegetable packets, and condiment packets used in instant noodles can now be replaced with hollow starch capsules. No need to tear open the bag; simply brew with boiling water, and the capsule will dissolve on its own, making it safe, nutritious, convenient, and eco-friendly. This is the first of its kind in China and even globally.

To build a complete industrial chain for starch hollow bags, Ercon Pharmaceutical has established a 180,000-ton production facility for medicinal starch in Cambodia and a starch-filled capsule industrial park in Liuyang Economic Development Zone. The annual production capacity reaches 30 billion units, with the second phase adding another 130 billion units. Since the product is derived from pure natural plant starch, it differs from traditional animal-based gelatin capsules. Known as the "terminator of toxic capsules," this product is also expected to lead a new consumption model for over 1.6 billion Muslims, 1 billion Hindus, Jews, and vegetarians.

In today’s era of cost-effectiveness, whether a product or service is worth mentioning depends on customer satisfaction. Only by meeting consumer needs can value be created. Adding innovative elements always refreshes consumers’ experiences.

Traditional companies are exploring new service models, such as internet orders, e-books, and emerging services. These models reflect current strengths and future potential. The starch capsules mentioned above are a perfect example of innovation in food packaging.

Innovation may seem common, but when unexpected, it always draws attention and delivers great results. Its value cannot be measured.

Two Small Stories of Creativity

Xiao Bian came across a microblog post that shared some interesting examples. Japanese dairy brands, for instance, print warm messages on their boxes, such as “Thank you for folding me up” in the corner or environmental protection slogans. These messages are well-received, and sales have improved as a result. It's a simple idea—just adding some text—but the impact is impressive. Not only does it touch people’s hearts, it also promotes environmental awareness and boosts product sales.

If that doesn’t sound surprising, consider another creative story. A new multi-million-dollar TV ad campaign launched this year redefines brand marketing. The ad titled “Postcard” tells the story of a family bakery owner and his son through 15 years of touching and exciting moments. The ad features an original song called “Hold On Tight” by VeritéMusic and ends with the message “Everything you create matters,” emphasizing how Vistaprint helps small businesses promote themselves with professional-quality products.

This ad uses a storytelling approach to showcase the company’s evolution. It’s the first time in the company’s history that marketing includes coupons or discounts. As a leading e-commerce platform offering DIY products to small businesses, Vistaprint hopes this commercial will help increase its share of the $30 billion market.

While ads are familiar, a TV commercial with a compelling story stands out. The localized version of this ad will also air in Europe later this year. Throughout 2015, Vistaprint plans to continue airing this successful ad.

Creativity is not ordinary—it brings unexpected results. In short, the journey of Indian printing and packaging companies toward innovation is already underway. With high quality and excellent service, they can generate new ideas that drive other industries forward, creating new growth opportunities for the sector. Isn't that something worth considering?