By Jeff Wettersten, VP Packaging, Keypoint Intelligence
Historically digital printing has been positioned to address high graphics on white corrugated board. The technology was ideally suited to only around a third of the market – until now.
The introduction of water based inks, and the ability to print white ink on kraft, is an industry step change that addresses the other two thirds of the market.
It will accelerate adoption and promotion of digital print throughout the market place.
It will deliver great value to not only to the corrugated converter but the brand as well.
It will be a catalyst, or a potential catalyst, for driving this market forward.
One sector where its application could have a significant impact is food and beverage when you begin to look at retail ready packaging that goes on the shelf.
When using kraft you need image quality that delivers. It brings kraft back into play as a lower cost alternative for many applications within the retail environment. And it will extend well beyond food and beverage into industrial markets as well.
Sustainability will also come into play. The availability of white ink, and white ink printed on kraft, will be a positive sustainability message for both brands and converters.
You are no longer using a proprietary material around chemi or bleached white where that sustainability is not a positive as kraft. It will also have an impact within the recycling and waste stream due to de-inking and reclaiming the native kraft fibres.
Converters need to begin to gravitate towards digital printing. It delivers a competitive differentiation in the market place.
We are very optimistic, as are the brands, about the future of digital print.
