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Consumer Packaging
Opportunities for SMART Technologies
Authors: Paul LeGood, Corus and
Wavell Coulson, NAMTEC
February 2007
1
Key Contacts for SMART.mat
Project Co-ordinator
Email contact
David Arthur
[email protected]
Structures
Email contact
Fiona Lowrie
[email protected]
Surfaces
Email contact
Helen King
[email protected]
Faraday Packaging Partnership
Laurence Hogg
[email protected]
The Institute of Packaging
Keith Barnes
[email protected]
Copyright of this document remains the property of NAMTEC and SMART.mat.
Requests for permission for wider use or dissemination should be sought from David
Arthur.
This Packaging State of the Art Review has been produced in collaboration with
Faraday Packaging and the Institute of Packaging. SMART.mat acknowledges their
contributions and is grateful for their guidance.
2
Table of Contents
Executive Summary................................................................................................................... 4
1 Introduction......................................................................................................................... 5
2 Achieving medical compliance through pharmaceutical packaging................................... 6
2.1
Why is medical compliance so important?.................................................................. 6
2.2
Current solutions to aid medical compliance .............................................................. 8
2.3
Future opportunities to aid medical compliance........................................................ 11
3 Product protection and anti-counterfeiting ....................................................................... 14
3.1
Poor product security affects public safety ............................................................... 14
3.2
Existing packaging solutions to make goods secure ................................................ 15
3.3
What could smart packaging deliver for improved security? .................................... 21
3.4
Where will security sit in the supply chain?............................................................... 25
4 Can SMART technologies help increase a brand’s market share ................................... 28
4.1
What are the pressures on leading brands today? ................................................... 28
4.2
Smart packaging techniques currently used in packaging........................................ 28
4.3
Future solutions and opportunities for smart packaging ........................................... 31
5 Conclusions ...................................................................................................................... 36
6 Acknowledgements .......................................................................................................... 38
7 References ....................................................................................................................... 38
List of Tables
Table 1 Caps for pill bottles ....................................................................................................... 8
Table 2 Blister packs ................................................................................................................. 8
Table 3 Miscellaneous reusable dispensing systems ............................................................... 9
Table 4 Designs for improving communication ....................................................................... 10
Table 5 Skin patch technologies.............................................................................................. 10
Table 6 Different issues affect the different stakeholders ....................................................... 14
Table 7 Poor product control has resulted in harm ................................................................. 14
Table 8 Broad overview of current security feature................................................................. 16
Table 9 Existing ink technologies to combat counterfeiting..................................................... 17
Table 10 Materials solutions for security packaging................................................................ 18
Table 11 Printing methods for security packaging .................................................................. 18
Table 12 How codes are used to authenticate packaging....................................................... 19
Table 13 Using additives to combat illegal produce ................................................................ 20
Table 14 Smart material packaging technology which could help brands today .................... 30
Table 15 Smart material packaging technology which could help brands in the future .......... 34
List of Figures
Figure 1 Medical non-compliance can vary with illness ............................................................ 6
Figure 2 Modern inhalers are not yet a fashion item ............................................................... 11
Figure 3 Interactive packages or LCD ..................................................................................... 12
Figure 4 Interactive delivery .................................................................................................... 12
Figure 5 Medical compliance will come in many forms in the future ....................................... 13
Figure 6 Proposed 2004 Strategy by FDA to Tackle Pharmaceutical Counterfeiting ............. 15
Figure 7 Lock and Key polymer............................................................................................... 21
Figure 8 Nano-structured polymer can stop ID fraud – A packaging anti-counterfeit option? 21
Figure 9 Unique Geometric Distribution of Taggants can Provide Authenticity ...................... 22
Figure 10 Hologram on seal .................................................................................................... 23
Figure 11 The Package Holds the Key Ingredient................................................................... 24
Figure 12 Forensic analysis clearly shows the authentic whisky ............................................ 25
Figure 13 Product security will need a constantly developing multi-layered strategy ............. 27
Figure 14 TTI on milk carton.................................................................................................... 31
Figure 15 Issues and smart packaging solutions for brands ................................................... 35
3
Executive Summary
Over the last 50 years, packaging has had three primary functions; namely, to contain the
goods, protect the goods and to provide information. New materials and packaging designs
have changed the packaging world significantly over this period, but so far the use of smart
materials in packaging has not been widespread. Primarily, this has been because of
additional costs that might be incurred without returned benefits. However, some statements
in the literature suggest that there are large opportunities for smarter packaging;
•
•
•
As many as 50% of people fail to comply with the terms of their prescribed medicines
The value of counterfeit goods in the world is estimated at US$ 1trillion, with many
counterfeit products causing harm or even death
Consumers are showing less loyalty to brands. Research indicates that beyond a certain
price threshold, FMCG brands can become undifferentiated
This report shows that using smart materials in packaging could help to increase medical
compliance, combat counterfeiting and increase brand visibility on store shelves. It is clear
that there are numerous ways in which smart packaging can be used at item level for the
benefit of consumers, retailers and brand owners, as well as governments.
Two technology types cross all areas of packaging: one will deliver improvements in the near
future and the other will fundamentally change the way the package interacts with the
consumer over the next fifteen years. The first technology is the storage and retrieval of
information through RFID and could be mandatory at item level for pharmaceuticals within the
next five years. Other benefits from RFID will range from anti-counterfeiting, to a medical
compliance provider and even a tool to facilitate recycling. The second technology, on a
longer time horizon, is printed electronics. The development of conducting inks could allow
“screens” on packaging to be updated interactively, contain video clips or educate at the
breakfast table.
Other smart packaging developments could have a focus on a particular problem, rather than
being a generic solution as described above. Medical compliance could be supported
through extensions of existing remind and record systems, eventually moving away from
current conventional packaging, and nanotechnology may allow more drugs to be introduced
via skin patches, inhalers or foods. Where a device or package is necessary, these might be
incorporated into fashionable items such as mobile phones.
Counterfeit and anti-tamper issues should still require multi-layer strategies, with fundamental
extensions of existing approaches, but new inks, codes, materials and taggants could allow
the supplier to stay one step ahead of the criminal fraternity. Certification and accredited
supply chains could be set up to prevent harm to the consumer.
Opportunities in smart packaging could allow brands to continue to demand premium prices in
an ever competitive market. Being first with smarter, more interactive packaging, whether it is
through printed electronics, a tactile finish or evocative scents could allow brands to be more
competitive. It is possible for smart packaging to include a brand’s key ingredients within the
packaging material, allowing the user to access a tailor made product.
References are provided within this report to enable the reader to obtain more detail on
technologies and suppliers. Readers are also encouraged to contact the relevant node of the
Materials KTN for practical assistance in developing their packaged product. The emergence
of smart packaging is an opportunity that is available and should be grasped in both hands by
progressive companies.
Dr Alan Hooper
Chairman – SMART.mat
February 2007 Dr Alan Hooper
4
1 Introduction
Whilst there have been many publications and discussions on smart packaging by industry
experts, it is not the intention of this report to debate these articles in technical detail, but to
highlight current and emerging applications. This report aims to stimulate debate and identify
opportunities among retailers, brand owners and converters to exploit smart materials to
improve both the experience of the consumer and the competitiveness of the product.
For the purpose of this report, we will define smart packaging as “that which responds to
changes in its environment, either autonomously or with user interaction”. In addition to this,
we will include new materials or treatments that can bring a step change in packaging
functionality.
It is said that while packaging comes in many shapes and forms, it only serves three basic,
but important, functions
•
•
•
containing the product
protecting the goods
providing information to the user
Whilst the appearance and design of packaging has changed over the last 50 years, the use
of smart materials and systems in packaging has been less widespread than in other
applications. This report aims to highlight some key areas where companies can include new
functionalities into their packaging to increase the visibility of their products.
There are numerous ways in which smart packaging can bring benefits to the consumer.
Many of these are reasonably well reported, such as RFID as an aid to logistics or indicators
and controls for packaged foodstuffs. This report aims to look at emerging areas where
developments have started but there is still scope for innovative packaging users and
providers to take a lead by using smart technologies in packaging. Three areas are
addressed, with the intent to engage with the consumer and to benefit all stakeholders.
·
·
·
Improving rates of medical compliance
Reducing harm, through prevention of counterfeit or tampered products
Improving brand competitiveness
Packaging and produce suppliers, retailers, governments and the consumer all stand to
benefit from the successful implementation of technologies listed in this report. Each section
details the current state of the technologies, with many being transferable or beneficial in a
number of different ways. Development and adoption of smart packaging technologies
described here could see UK companies take the lead, with an improved quality of life for
many consumers.
5
2 Achieving medical compliance through
pharmaceutical packaging
2.1 Why is medical compliance so important?
With an ageing population and a stretched health service, the importance of delivering the
right medication effectively will increase 1 . This section questions why drugs may not be taken
or administered correctly and identifies opportunities for smart packaging to overcome this. As
well as looking at how to improve effective delivery, methods are needed to confirm to health
practitioners that regimes have been adhered to.
A substantial source of waste and inefficiency in health care is patient non-adherence with
medications, which varies considerably with illness and treatment regime. The literature
(Figure 1) states that as many as 50% of patients fail to comply with the terms of their
prescriptions. Health and economic consequences of non-adherence include excess
hospitalizations and home visits, disease progression, complications, premature disability or
even death( 2 , 3 , 4 , 5 , 6 , 7 ) The economic burden of deaths from coronary heart disease due to
non-adherence with high blood pressure, cholesterol lowering, and diabetes drugs is greater
than $100 billion a year 8 . More consistent and effective use of medications can lead to
reduced use of hospitals and other medical services, improved treatment outcomes and
reductions in overall treatment costs.
Figure 1 Medical non-compliance can vary with illness 9
People often find taking drugs either unpleasant or physically impossible 10 . This is
often the case for pills, either due to their size, or taste. However, it can also apply to liquid
medication which is often accompanied by a strong taste or by fear of injection from needles.
To overcome these problems, alternative methods for drug delivery can be considered.
One of the main and perhaps more trivial “excuses” for non-compliance is that people can
forget when to take their medication. There are a wide number of factors which contribute
to people forgetting to take drugs, including;
• Poor understanding of the repercussions of not taking drugs as prescribed, meaning a
lack of incentive
• An increasingly busy lifestyle, including extensive travel
• Lack of routine in lifestyles, making having a medication routine difficult
• Illness and ailing health, making people incapable of remembering when to take drugs
6
To alleviate these problems, manufacturers can supply devices which can remind patients
when to take their medication. Even with a reminder system, it may be inconvenient (in a
meeting) or impossible (no water) to take the medication. Some reminder systems may
operate remotely (mobile phones) from the drugs, so that even with a reminder the patient
may be unable to get to the pills within time.
Increasingly, patients are taking a wider range and combination of drugs, often feeling that
their life revolves around their medication. It is therefore not surprising that even with
reminder systems described previously, patients cannot tell their GP with confidence that a
particular regime has been adhered to. This is therefore a key opportunity for packaging
suppliers to deliver this information, recording and communicating when medication has
been taken. As well as being important for general patient use, such systems would have a
key role in improving the effectiveness and validity of drug trials.
Often, the time spent with the doctor is short; a diagnosis is made and the prescription is
printed and given to the patient. At this point, the patient may not comprehend the
importance of the medication and how taking it in the prescribed manner will aid them. For
individuals, the best time to comprehend the importance of medication is when they are at
home, taking the medication. The ever increasing amount of information included to cover
legislative requirements does not allow the consumer to easily find the information they need.
Sometimes, drugs can deteriorate if not stored properly, reducing their effectiveness.
Much effort has been spent on developing smart packaging solutions to prolong the shelf life
of foods. Increasingly, new labels are emerging that can indicate the condition of the package
contents, often related to thermal history. These same technologies could equally well be
applied to cold chain pharmaceuticals. During a course of treatment the bottle will be in and
out of the fridge many times, occasionally being left out of the fridge for extended periods.
Water / moisture can also change the condition of some tablets and packaging originally
designed for food use can be of assistance here.
Whilst the inability to open packaging is not a problem peculiar to pharmaceutical products,
the implications from failing to get into medication can often be more severe than being
unable to open other products. Since child safety around medication is important,
developments to make drug packaging safe around children often hinder the infirm in opening
the package. As patients take more drugs, the perseverance of individuals is going to be
tested by hard to open containers. Therefore solutions are required which allow containers to
be easily opened by adults, yet still maintain their childproof performance. Alternatives to
packaging solutions may include drugs being prescribed in a different form.
For those who take multiple drugs, or are on long term medication, taking medicine can be a
chore. Not only does it disrupt home life and in some cases restrict travel, it always
necessitates greater planning. Simply put, not taking medication is far easier. Perhaps this
could be alleviated by finding methods in which this planning and the struggle to open
containers can be reduced, perhaps even turning taking pills into an enjoyable daily routine.
We have seen that there are many reasons for non-compliance with patient medication. This
means that there are a wealth of opportunities to improve medical compliance to the benefit of
individuals, device suppliers, doctors, pharmaceutical companies and to relieve the burden on
the National Health Service. Issues that can be addressed through smart packaging are:
•
•
•
•
•
•
•
Palatable or acceptable delivery
Reminder systems and devices
Recording systems
Clear information for the patient
Stable drugs over time
Packages that are secure, yet openable
Methods to make adhering to regimes less of a chore
7
2.2 Current solutions to aid medical compliance
Table 1 Caps for pill bottles
8
8
8
8
8
9
9
9
9
8
8
9
9
9
8
8
9
8
8
8
8
8
8
8
9
Less of a
chore
Openable
Stable
Clear
Information
Records
Reminds
Does it address the underlying issue?
Palatable
Traditionally, pills have been supplied in bottles with child-resistant caps. These caps have now been
modified in a number of different ways to address compliance issues. The majority use the opening of
the bottle to trigger an event, either as an index to show how many times (and therefore doses) the
bottle has been opened, or making a time stamp. The level of sophistication in storage and reminder
systems range from a basic display on the bottle, to flashing lights and audible alerts to a full serverbased system. For pills which are sensitive to moisture, desiccants have also been placed in lids.
How does it work
Comments
Mechanical index, indicates when bottle last opened 11
Not an active reminder
Server alerted when cap opened 12
Server system needs payments
RFID chip in lid records when opened 13
Micro-electronics in cap record opening 14
Can be uploaded to PC
Desiccant in lid to absorb moisture 15,16
Simple system
8
8
8
8
8
8
8
8
8
8
Table 2 Blister packs
8
8
8
8
9
9
9
9
9
8
8
8
8
Less of a
chore
9
8
8
8
Openable
9
8
8
8
Stable
8
8
8
8
Clear
Information
Records
Comments
Can include questionnaire for feedback
Standard feature of these packs
-
Reminds
How does it work
Grid of conductive inks record when blister popped 17 , 18 , 19
Modified atmosphere packaging, blisters purged with inert gas
Rigid plastic shell prevents damage to friable tablets 20
Flaps and cartons allow more information to be displayed 21 , 22
Does it address the underlying issue?
Palatable
An alternative to bottles is the blister pack. These reduce the chance of taking the wrong number of pills and
ensure that the pills remain in good condition. Good design has improved their ability to inform the patient,
using cartons and flaps. More recently, packs have been enhanced to include a method for recording when
blisters are popped.
8
8
8
8
Table 3 Miscellaneous reusable dispensing systems
Openable
Less of a
chore
Phase change
materials
Stable
Medicine cabinet
Clear
Information
Tray
Records
Reel dispenser
Reminds
Type
Helping Hand
Does it address the underlying
issue?
Palatable
Whilst the blister pack may be thought of as a simple dispensing system, there is still room for improvement.
Bespoke dispensers which are designed to hold blister packs or reels can improve the reminder mechanisms. The
level of security can also be increased using these packaging options. The smart medicine cabinet gives one
system that can be tailored for all medicines that a person requires, with built-in face recognition to alert to
unauthorised access to the cabinet. Some drugs and medical products can degrade at room temperatures, which
makes transport problematic. This too can be addressed, using phase change materials around packaging to
absorb external heat.
-
8
9
9
8
9
8
8
Can include RFID to increase
compliance
Only unlocks relevant compartment
8
9
9
8
9
9
8
8
9
9
8
8
8
8
8
9
8
8
8
8
8
8
8
8
8
9
8
8
How does it work
Tray holds a blister pack and uses lights to remind
and records opening 23
Blister pack on child safe reel, with mechanical index
to count doses 24
Tray is loaded, and timer alerts by flashing and / or
telephone 25
Comments
RFID reader in cabinet, also with face recognition
camera 26
Keep goods temperature stable during transit, by
absorbing heat 27
Needs user indexed RFID tags on
medication
For package, not individual items
9
Table 4 Designs for improving communication
Stable
Openable
Less of a
chore
Message is triggered by pressing button
Clear
Information
Audio instructions
loaded 30
Records
How does it work
Time temperature chemical reaction drives colour
change in label, which indicates status
RFID reader gives an audio description
Reminds
Type
Time temperature
indicators 28
RFID triggers audio 29
Does it address the underlying issue?
Palatable
If medicines do become ineffective due to a rise in storage temperature, time temperature indicators developed for
the food industry can alert the patient to this fact. Communication can also be made more effective using audio
technology, built into the package.
8
8
8
9
9
8
8
8
8
8
9
8
8
8
8
8
8
9
8
8
8
Comments
Time temperature behaviour of
drug must be known
Available with audio description,
not text
Need upload system at pharmacy
Table 5 Skin patch technologies
10
8
8
8
Less of a
chore
9
9
9
Openable
9
9
9
Stable
9
9
9
Clear
Information
Records
Comments
Only for cosmetics to date
Diagnostic patches to signal to delivery patch are being developed
For vaccines, small molecules and bio-pharmaceutical
Reminds
How does it work
Battery driven to change skin porosity 31, 32
Multiple micro projections pierce skin 33
Oxygen triggers reaction to warm skin 34
Does it address the underlying issue?
Palatable
A totally different direction for medical compliance is to consider routes other than oral delivery. A range of skin
patch technologies have emerged which allow a slow continual release of medication. This therefore addresses
a wide number of the compliance issues, as long as the devices are applied and work correctly. However, these
are still only in their infancy and are limited to a small number of drugs.
9
9
9
9
9
9
9
9
9
2.3 Future opportunities to aid medical compliance
Whilst pharmaceutical packaging has gone some way to addressing medical compliance,
work is ongoing to extend the role of packaging in this area. As the population increases both
in numbers and age, the importance of some aspects of compliance will be heightened.
Obesity, necessitating medical intervention is also likely to rise in the UK, as well as a rise in
childhood illness. All of this will put a strain on the medical profession and its resources, with
opportunities and markets arising for those companies who can arrive at innovative solutions.
Medication should be made palatable and small, avoiding the need to carry a bottle of water,
such as the use of wafer thin breath strip mints to deliver the medication. Pills might be
replaced by either skin patch or syringe options, to give a controlled infusion of medicine.
Whilst skin patches will continue to develop to allow new medicines to be delivered, the oral
route will still be necessary for
certain types of drugs. Inhalers
are carried by many people in
the UK and have recently
started to be developed to give
more efficient aerosol delivery
from inhaler to lungs. Using
35
electronic control , drug
delivery can be improved, from
30% to above 90%. Further
developments, possibly using
nanotechnology 36 will enable
pill form medication to become
Current electronic inhaler or accessory to a mobile phone? inhalable. Alternatively, inhaler
delivery systems might be
Figure 2 Modern inhalers are not yet a fashion item
modified to deliver dense, nonsoluble pharmaceutical
products 37 . Eventually these items must become either discrete or fashion items to remove
the stigma associated with their use. They might be incorporated into mobile phones (Figure
2), IPods or indeed any other electrical product or accessory. Future designs of breathable
medication might also be delivered by USB devices from the computer, similar to existing
USB ionic air purifiers. Pharma foods are also being developed, building on probiotic and
vitamin supplements. Whilst probably not yet cost effective, it might be desirable to have
beverages, sandwiches, salads etc. that could have medication designed into them.
In the short term, devices are being developed to extend the range of current devices. A
shortfall of the reminder systems is that the user must be near the medication for this to be
effective. Mobile phones can therefore be used as the mechanism for relaying reminders 38 ,
initially as a simple communication tool, but in the future as a device in which medication can
be stored and dispensed, with built in security features. Once storage and delivery is part of
an additional function to a communication or electronic device, the opening of the
compartment would also trigger a recording to confirm compliance to the GP. Until mobile
phones (or other electronic devices) are an integral part of the pharmaceutical product,
reliability and affordability of the current reminder packaging must be improved. This will be
driven by the legislative requirement in many countries to incorporate RFID within the
packaging.
Of course, none of the above solutions record that the patient has taken the pill; merely that it
has been released from the packaging. The only method to ensure pills are taken would be to
print a sensor onto each pill, feeding back when a certain chemistry (probably pH or moisture)
is reached. Some of the complete delivery systems, such as skin patches, might negate the
need for these records. Where electronic delivery devices and pill containers are used, these
could easily be configured to make recordings available to the GP.
11
Clearly communicated information, giving the patient a better understanding of the
medication and treatment regime will still need to be taken beyond today’s methods. The
information can be included on RFID tags, which are already being used at item level. In a
number of years, printed electronics will allow
graphical and menu-driven systems to be
affordable on conventional packaging
materials. No specific applications have yet
been envisaged to bring the technology to
pharmaceutical packaging. This technology is
predicted to rise from a worldwide market
value of under $1bn in 2005, to around
41
$225bn by 2025 . Prior to this, mobile
phones or LCD displays on packages can
improve the patient’s comprehension,
although extensions of the audio systems
Figure 3 Interactive packages 39 or LCD
might be more cost effective than
screens 40 could help patient compliance.
incorporating LCD displays. Wifi technology
can already transmit stored data on packages to mobile phones and computers.
Unusually for packaging, the issue of content stability is unlikely to be driven by the
pharmaceutical world. Much will be transferred from food technology, with many
developments already in existence and described as entries in Table 1 (dessicants), Table 2
(modified atmosphere packaging) and Table 4 (Time Temperature Indicators). An extensive
review of smart packaging for food products has been published by SMART.mat 42 .
Senior-friendly packaging must be easily openable but must still take child safety into
account. New technologies could use passwords which can be sent to or entered onto the
packaging. This could also include a feature that only allowed the release to be triggered at
certain times. Beyond this, voice and other feature recognition could be incorporated onto
larger storage containers such as medicine cabinets. These “passwords” might trigger an
electrical impulse which could release a memory material cap locking the device.
Alternatively, electrostrictive or magnetostrictive seals might be coupled to the password
mechanism, using electrical or magnetic pulses to open the container. Until password
protected systems are available on products, extensions of current devices will continue.
One option little investigated for prescribed medication is
that it is not matched to the patient’s current condition. It
can therefore be envisaged that on-patient sensors and drug
delivery would give the most effective treatments. For
infusions to treat diabetics, such systems are in their
infancy 43 (Figure 4), although they still rely on a small blood
sample being taken. Researchers are devising an
implantable, glass-encased passive RFID tag. This tag will
contain a sensor able to measure and transmit a person's
glucose level 44 . Athletes routinely wear heart and blood
pressure monitors, which are now being built into clothing.
With wearable electronics and improved sensors, clothing
Figure 4 Interactive delivery will be able to monitor trace species in perspiration which
with an RFID insulin pump
could be indicative of medical condition. Alternatively it may
be simpler to monitor secondary effects of the ailment such as increased respiration or body
temperature, rather than trace species in skin secretions. As a full system, wireless
communication could then be programmed to prepare and deliver suitable doses.
Many of the systems listed above will contribute to making adhering to regimes less of a
chore. For the patient on the move, improvements must be found so that drugs can be
transported in a convenient package and in optimum conditions. For temperature-sensitive
medication, the food industry has already dabbled with self-heating coffee and self-cooling
drinks to go beyond the passive heat sink of phase change materials. The future will see onboard power generation becoming part of clothing, so why not use this to drive a small
controller for pills?
12
Via mobile phones
Include security options
Reminder systems
"Chip and pin" for packaging
Build on RFID developments
Openable , senior
friendly packaging
Magnetostrictive lids
Time protected lids
Voice recognition
Facial recognition
Triggered by opening
Sensors on pill
Record of taking
medication
Via any electronic containers
Wearable sensors
Future of
medical
compliance
packaging
Pharma foods
Breath strips
Inhaler
Skin patches
Measure and deliver
Detect actual condition
Deliver precise amount
Palatable or
acceptable delivery
Fashionable medical packaging
Reduce the chore
and embarassment
Smaller pills
Less frequent doses
Clothing to aid a full system
The phone is the package
The phone administers drugs
Givenchy pill boxes
Time temperature indicators
RFID holds information
Transmit to phone or PC
Interactive packaging
Keep drugs stable
Information from the
package
Modified atmospheres
Dessicants
Self cooling packaging
LCD screens on package
Figure 5 Medical compliance will come in many forms in the future
13
3 Product protection and anti-counterfeiting
3.1 Poor product security affects public safety
Counterfeiting is recognised as a major problem for industry, and is valued at US$1trillion
worldwide, and growing 45 . The issue of product security impacts on many stakeholders
including brand owners, retailers, consumers and governments. Each group has different
issues (Table 6), but the one area which impacts on all relates to harm to the consumer.
Table 6 Different issues affect the different stakeholders
Retailer and brand owner
Direct hit to bottom line
Unfair, uncontrollable competition
Erosion of brand
Regulatory systems meaningless
Undermines
Distancing of consumers
Legal repercussions
Consumer
Risks to health and safety
Wasting their money
Substandard materials
Government
Financing criminal activity
Impact on health service
Need to review legislation
Need for enforcement
Lost taxes (£2 billion pa) 46
Many consumer areas are affected by counterfeiting (Table 7), from the entertainment
industry, pharmaceuticals, cosmetics, luxury brands, cigarettes, alcohol and jewellery to name
but a few. Many people buy counterfeit goods, often knowing their provenance is dubious. It
is difficult to address piracy of these goods if the purchaser is a willing “accomplice”. One
common impact of counterfeit or tampered goods across the supply chain is when the product
has a health or safety implication for the end-user (Table 6). This report focuses on how smart
packaging can improve security of goods which can impact on public safety, with examples
shown in Table 7. Discussions with Trading Standards officers 47 indicate that goods whose
originals cost as little as £2 per item are being counterfeited.
Table 7 Poor product control has resulted in harm
Sector
Pharmaceutical
Packaged
food
Fresh goods
Toys
Automotive
Fashion
Domestic
goods
Goods
Fake insulin 48
Fake drugs (unspecified) 49
Paracetamol cough syrup 50
Tetley tea bags 51
Alcopops51
Vodka 52
Findus pancakes 53
Baby formula
Health drink
Sudan I dye in foods 54
Kingsmill bread 55
Oranges injected with
mercury 56
Fairy lights 57
Star Wars figures 58
Brake pads 59
Windscreens
Coolant
Bus brake diaphragms
Perfume51
Fake washing powder 60
Impact
Patient died
192,000 deaths
Contained anti-freeze – killed 89 in Haiti
Product contained metal filings and droppings
Contained anti-freeze
Contained methanol, killed 60 Estonians
Glass inserted into product – major recall
Fake powder in Vietnam had no nutritional
value (300 babies died)
Ten times safe level of ephedrine
Various foods recalled, costing £100m
Glass and needles found
Terrorists targeted Israel’s fruit, damaging
export economy
Unsafe electrical wiring, a potential fire hazard
Coated with lead paint
Made from steel wool and pressed wood,
resulting in two deaths
No shatter proof safety elements
Eats through radiator within a week
Burst after eight applications of brake
Urine as stabiliser
Sufficient to burn skin
Packaging will only be part of the solution in combating counterfeiters, as shown in the
proposed Food and Drug Administration (FDA) model 61 (Figure 6). Many system and
14
regulatory mechanisms must also be in place to reduce the counterfeit and tampering seen in
today’s marketplace. This will require vigilance, knowledge and equipment throughout the
supply chain and is a good model for all markets which suffer from counterfeiting.
Available Next
Year and
Beyond
Available Now
•
Authetication measures
–
–
–
•
•
•
•
•
•
•
Overt Measures
Covert Measures
Forensic Measures
Unit of use packaging
Tamper evident packaging
Secure business practices
List of drugs most likely to
be counterfeited
Counterfeit Alert Network
Model Rules for State
Licensures of Wholesale
Distributors
Streamlined FDA rapid
response to counterfeit
reports
•
•
•
•
•
•
•
•
Higher criminal penalties
Education of Health
•
Professionals and
Consumers
Adoption of Model Rules
for State Licensures of
•
Wholesale Distributors in
some states
FDA Guidance on Physical
Facility Security
FDA Guidance on
Application and
Notification Procedures for
Changes in Products,
Packages and Labeling for
authenticating drugs
Increased inspection of
repackagers by FDA
Increased international
collaboration
Available Within
Next 3 Years
and Beyond
Use of electronic pedigree
Adoption of Model Rules for
State Licensures of
Wholesale Distributors in all
states
Widespread international
collaboration
•Items shown in red are technical packaging solutions to counterfeiting
Figure 6 Proposed 2004 Strategy by FDA to Tackle Pharmaceutical Counterfeiting
3.2 Existing packaging solutions to make goods secure
The packaging industry usually adopts a layered approach to give adequate security,
combining overt features with covert and even forensic solutions. This is often combined with
a strategy where the security combinations are switched on a frequent basis 62 . Examples of
the kind of features which are used and the sectors where they have been applied will be
discussed in this section. Very simply, the three classes of protection are :
•
•
•
Overt devices are seen by the eye and do not require specialised instruments to register
them. However, since they are evident it is usually only a matter of time before the feature
is replicated by the counterfeiters.
Covert devices do not necessarily need sophisticated devices to register them, but are
not evident to criminals. Therefore only inside knowledge can result in these covert
systems being overcome. Some recognition devices can be held in store or with detection
teams, while others are more expensive and require the goods to be sent for analysis.
Forensic: Chemical blend of additive “DNA” added into goods or package, needing
sophisticated analysis at a laboratory.
The most sophisticated of counterfeiters are generally able to replicate overt security features
within months. There is therefore a need to constantly develop new or variants of
technologies to combat fraudulent manufacture. A new illegal market has also opened in the
theft of genuine empty packaging, into which counterfeit goods can be placed into these
genuine containers, giving the illusion of being the real deal.
The different approaches to implementing these security features are shown in Table 8.
Broadly speaking the solutions are based on inks, packaging materials or substrates,
sophisticated printing, coding or use of additives. In the next section, a list of specific security
solutions based on the type of application is given. Each table includes comments on whether
the feature is overt, covert or forensic. It also considers whether implementation on packaging
could indicate product tampering, or is simply effective at authenticating the packaging. Table
8 outlines broadly the level of protection and cost of each security approach.
15
Table 8 Broad overview of current security feature
Cost
Principle
Expensive
Covert forensic
Overt forensic
Covert
Overt with covert detection
Affordable
Overt with visible detection
Methods
Ease of
counterfeit
Level of
protection
DNA
Taggants
Impossible
Protects
goods
Specialist Printing
DNA
Taggants
Inks
Inks
Materials
Specialist Printing
Coding
Inks
Materials
Inks
Materials
Specialist Printing
Simple
Protects
Package
As can be seen from Table 8, a range of technology options exist to give the required security
feature;
• Ink based technologies, with special behaviour built into the ink
• Specific behaviours of materials, either as the substrate or embedded within it
• Printing technologies to a high definition or precision
• Use of codes to register a products authenticity against a database
• Additives made to inks or the packaging to give a “fingerprint”
16
Table 9 Existing ink technologies to combat counterfeiting
Overt
Covert
Forensic
C
Authentication
Tamper
evident
A
What is the effect?
Applications
Colourless until heated to 85-100oC
Documentation
O
A
When in contact with water, the ink runs and stains the document
Penetrating
O
A
Pen reactive
C
A
Coin reactive
Colour shifting
C
O
A
A
Holograms
UV fluorescent ink
O
OC
A
A
Electro-optic ink
C
A
Ink goes through to reverse of paper. If print is scraped off, the stain
remains
Invisible ink becomes apparent when rubbed with a special felt tip
pen
Invisible ink becomes apparent when rubbed with the edge of a coin
When viewed straight on the ink is one colour, but another when
viewed at an angle
Apparent 3D image on a 2D surface. Produced by laser
Either visible or invisible under normal conditions, print stands out
under UV or IR light. Can use a camera 63 to induce emission and
capture image.
Particles in ink are verified by bespoke readers
Used to prevent forgers
washing off markings
Bank cheques
Thermochromic ink
O
A
CF
A
Heat reactive
(irreversible)
Water fugitive
Colour change when warmed (touch or breath) to reveal security
statement
A pen matches the pattern in memory to that on the packaging. A
chemical reaction hybridises the DNA and makes it fluoresce
Bank cheques
Bank notes and
pharmaceutical packaging
Now common on packaging
Common on UK banknotes
Documents, tickets, product
packaging and labels 64 .
Many papers and labels
Bio-molecular marker DuPont 65
CodeSafe – International
Security Products 66
Many of these ink-based solutions are relatively easy to counterfeit if the ink can be obtained. For those that are overt features and do not require special
readers, duplication is most simple. Solid-state holograph production lasers are now becoming affordable and as such are accessible to counterfeiters. The
majority of applications have begun with documents requiring security, but are readily transferable to packaging. It is usual to find pharmaceutical products
being the first to adopt inks as solutions to security issues.
Synthetic DNA in
ink
17
Table 10 Materials solutions for security packaging
Overt
Covert
Forensic
O
C
Authentication
Tamper
evident
T
A
C
A
Safety paper
C
A
Magnetic coated fibres
C
A
Frangible labels
Chemical reactive
paper
Fibres and threads
What is the effect?
Applications
Label disintegrates if attempts are made to remove it
Paper darkens if solvent or bleach used to lift label or remove ink
Alcohol bottles
Cheques, pharmaceutical
packaging
-
Various threads or fibres, treated with dyes or inks listed in
previous table to give that security feature
Hidden words appear when paper is copied or scanned
Effectively invisible wires which can be embedded into adhesive,
papers or labels. Gives a signal with a basic reader.
Fibres embedded in papers, fluoresce under UV light
Pigments give a colour shift and a futuristic look
Cheques and security
documents
-
OC
A
Fluorescent fibres
O
A
Secureshift 67 product has
Colour shift pigment
many applications
in polymers
Embedding the feature within the substrate makes packaging harder to counterfeit than ink solutions. Most techniques are covert and require a low cost
device to prove their authenticity.
Table 11 Printing methods for security packaging
Overt
Covert
Forensic
O
Authentication
Tamper
evident
A
Optical deterrent
technology
O
A
Watermarks
Microprinting
Microdot encryption
O
C
CF
A
A
A
Fine print
C
A
Pantographs
What is the effect?
Applications
A pattern is printed to the background of the document. It is
designed to be hard to copy or scan.
A plain screen is used (unlike pattern of pantograph), which
gives a cleaner look. When copied, the word “void” can be
revealed.
Embossed image appears different when viewed against light
Very fine printing that appears as a solid line to the naked eye
Dots hidden within paper imperfections. Image can be captured
on mobile camera and sent to lab for validation.
Fine print can be used to hide detail in a seemingly clear image.
Security documents
18
Security documents
Security documents / banknotes
Cheques
Crytoglyph 68 and Microtrace 69
used on security papers
QinetiQ 70 print two colours in close
proximity, to appear as one
Unless the printing contains a tailored code (microdot encryption) all printing solutions require minimal tools to authenticate them. However, the sophisticated
printers necessary, prevent the casual counterfeiters from replicating this.
Table 12 How codes are used to authenticate packaging
Bar codes
Overt
Covert
Forensic
OC
Authentication
Tamper
evident
A
RFID 71
C
A
RFID enable
stretch film 72
C
AT
Tamper proof
chips
Magnetic
strips
Bespoke
images
C
T
C
A
What is the effect?
Applications
Defined pattern, but special inks can be incorporated as a
security feature. 3D bar codes can now hold direct information
about the product
Increasingly small chip / antenna systems. Need an RFID
reader to obtain data from the chip. As size reduces, they can
be hidden under labels, since not line of sight technique
Silver nano-particles in film allow an RFID tag to be created.
Connection of tag to power source is via the film, being
unreadable if film broken.
Chip incorporated into part of package seal. When the seal is
broken a sealing sensor triggers the chip.
Very thin magnetic tag, which sits between packet and label
Industry standard for packaging. Range of
additional features as listed in this section.
Becoming very common as logistics tool in
supply chain. Already being used as anticounterfeit for Viagra.
Currently used at pallet level
Securepak 73 product used in Swedish
postal service
Food and wine labels
Normal high resolution image is created and stored for each
Yotta is one variant 74 .
item. Camera can capture image which is matched on a
database for verification
Coding on packaging is now an integral part of the package. Whilst 2D bar codes are not security features, 3D bar codes and RFID can give some counterfeit
protection. However, since these are all developed around standards, their production and reading is well documented and accessible to all. Other systems
shown range from a simple sensor which reveals when a seal is broken, to tailored images that require a database for verification.
C
A
19
Table 13 Using additives to combat illegal produce
Overt
Covert
Forensic
F
Authentication
Tamper
evident
A
F
A
Taggants (UV or IR)
CF
AT
Taggants using
colour particles
DNA from plants
CF
F
Energy sensitive
microtaggants
Tracers
What is the effect?
Applications
Produced by Microtrace 75
AT
Taggants can incorporate range of behaviours, which must be
triggered to reveal their code to spectral analysers
Cheaper than taggants and can be added to polymers. Survive
higher processing temperatures. Not as specific as taggants.
Detected with FTIR spectroscopy.
Chemicals having a discrete UV or IR trace in an analyser. There
are some FDA tracers which can be incorporated in to the
product
Micro-particles of different colours give a fingerprint pattern
AT
DNA from package contents incorporated into label
Sydney Olympics memorabilia,
Hardys wine, Art work (DNA of
artist)
Product is SmartDye 77
Drug packaging
FDA approved taggants used in
pharmaceuticals
Applied directly to products 76
CF
A
Inkjet applied solution, DNA fluoresces under light and image
DNA with
sent back for database analysis
fluorescent signal
The final tool in the packager’s armoury of security devices is forensic markers; the most expensive option. They will all have a specific chemistry and a
reproducible response under analysis. Most require sophisticated analysis tools and all require matching against the original known characteristics. At this
level of protection, both package and product are secure.
20
3.3 What could smart packaging deliver for improved
security?
There are many future opportunities to deliver authentic, non-tampered, safe products to the
consumer. This can be achieved on three levels:
•
•
•
Using technology to ensure that the packaging is genuine
Extending the range of tamper evident methods
Matching and authenticating the goods with the packaging
In order to ensure that sufficient checks and systems are in place and working, there must be
clear ownership and accountability for the problem (Section 3.4).
New developments in security packaging
Inks and holograms can be made increasingly complex; it is becoming difficult for even an
expert to recognise the difference between genuine and good quality forgeries. The
development of hologram readers 78 or spectral analysers will be able to help in this area,
giving more positive authentication with no subjectivity.
Continuing the theme of advanced analysis, terahertz (part of the electromagnetic spectrum)
imaging has been used to reveal features that cannot be seen either with the naked eye or
with other detectors 79 . The technique has the ability to penetrate the top layers of a material
and has similarities with tomography in this respect. Whilst readers are expensive, any tags
would be low cost. Since it does not require line of sight, these thin tags can remain hidden
and as such can be used for both anti-counterfeit and tampering applications.
New materials have been developed which use
interference colours as a security feature. Careful design
of the wavelength composition of the polymers, allows
unexpected colour combinations to be achieved. One
such polymer is being marketed by QinetiQ. The effect is
clearly shown in Figure 7, where two pale pink films
result in a dark green colour. This is being marketed as
Lock and Key, but as yet does not have any commercial
applications. The science could be used to produce the
packaging polymer as the Lock, which is sold with the
Key polymer as a film attached to the packet.
Figure 7 Lock and Key polymer
Researchers at Toronto University have developed a
nano-structured polymer that can be used to record
biometric features, such as fingerprints, photos and signatures. They claim that this
technology could help prevent counterfeiting and identity fraud. The film contains three
fluorescent dyes that can record information by selectively treating it with light. This allows
three different marks to be recorded on the same area (Figure 8). Reading of each can then
be achieved by looking at the film under different wavelengths 80 .
Fingerprint
Image
Signature
Full view
Figure 8 Nano-structured polymer can stop ID fraud – A packaging anti-counterfeit
option?
21
Researchers at Purdue University are looking at how to make printers forensically
traceable 81 . This could be achieved by making minor modifications to each printer in a
controlled manner. Any labels or packaging produced by this unit would therefore be fully
traceable, marking as counterfeit any package that did not have the fingerprint of an approved
printer.
Once printed electronics are present on packaging, digital watermarks 82 will be able to offer
a traceable security feature. In order to trigger any display on packages with interactive
media, quantum tunnelling composites might allow various authentication messages to
appear, along the lines of the Duracell battery charge tester.
The use of codes will become more prominent still on packaging, but perhaps less evident.
As labelling technologies are able to become smaller and smaller, RFID tags will be able to
be embedded in the product (such as a DVD), without being detrimental to the goods. This
has enormous potential for all goods that are not consumed, cutting across sectors including
automotive, toys, electrical and work tools.
Materials often have different spectral properties and this feature may be of use for anticounterfeiting by generating new codes. By laying narrow lines of different materials adjacent
to each other, a barcode structure can be built up. With high resolution printing or barcode
generation, coupled with suitable scanning optics, this is an opportunity to use a materials
barcode. The simplest embodiment of this is to have layers of different metals and use their
different reflectivities to create a myriad of codes. This approach has been used by Nanoplex
Technology using sub-micron sized striped metallic rods, fabricated using electroplating
methods. An indication of the level of coding that can be achieved; using 9 strips of 3 metals
gives 10,000 combinations.
An alternative approach is to use irregular shaped taggants in the packaging material, either
in the substrate surface, in any coating or in ink. This will then generate a specific geometric
distribution which is valid for that product only. This is held on a database and when matched
after reading with a bespoke reader, the products authenticity can be confirmed. With
carefully selected, Food and Drug Administration (FDA) approved, taggants, this can be used
in the pharmaceutical coating itself. One of the first companies to use this approach is Creo
Technologies, an example shown in (Figure 9).
Figure 9 Unique Geometric Distribution of Taggants can Provide Authenticity
Since all of these approaches will be touched by the consumer, it almost goes without saying
that they must be non harmful themselves. Success with microtaggants in water, sprayed
onto goods has helped in their recovery after thefts. Coupled with detector systems, the water
solution has also been sprayed onto criminals, or left on steering wheels so that the thief has
been safely marked. One supplier, Smart Water, have received much publicity, working in
partnership with many police authorities. To date, they have focused on using their
technologies as a policing tool. However, this invisible process could well be applied to
packaged goods.
New developments in anti-tamper packaging
An extensive range of existing security solutions have already been given. Only a few use the
security feature as proof that the authentic container has not been refilled. There is therefore
considerable scope for new materials in this area.
22
•
•
•
The seal is irreparably damaged on opening
The security feature is triggered on opening
The seal triggers an authenticity message on the main container
Irreparable seals
Whilst many of the bottles in use today do have tamper evident seals, with a little patience
these can be repaired quite easily.
A packaging material which dissolves when in intimate contact with the product would fit the
bill for a damaged container. Some polymers, including the sustainable material Plantic 83 , are
water soluble. Careful design, incorporating such polymers into the seal, would destroy the
seal when a liquid is dispensed from the container.
Shape change materials might be used to manufacture new openings or seals for goods.
Electrostrictive or magnetostrictive lids would be secure until activated by the user. This would
require a suitable “key” to be sold to unlock the goods. This key would need to be supplied
either with the goods or from the same source and would supply the specific electrical,
magnetic or heat change to the container to open it. Once activated, these could be re-set if
necessary only by the original supplier.
Many of the bank notes features which are hard to replicate
could form the basis of a high quality sealing tab. The seal
could be printed with a hologram (Figure 10), optical
deterrent 84 , pantograph or safety paper, designed to be
evident of a genuine product. All of these solutions rely on
the print complexity of the label, rather than any specific
smart materials.
Figure 10 Hologram on seal
indicates genuine goods
Security feature triggers on opening
Triboluminescent materials, such as methyl salicylate, glow when fractured and this feature
could be used for bottles with twist caps. If they can be embedded in the screw thread the act
of opening the container would crush the material which would emit a short-lived glow.
For bags that are opened either by moving a zipseal or ripping open a glued compartment,
microencapsulants containing a clear scent could be used. Once ruptured, this aroma release
would be the signal of authenticity. One application 85 takes the concept of scent matching
even further, having a scent fingerprint which is unique to the batch of product. This is aimed
at pharmaceuticals, having a small volume of scent within the cap of the lid. The aroma is
released deliberately by pulling open a tab solely for the purpose of authentication. Both of
these methods rely on the container contents not being in contact with the scent and therefore
not smelling the same.
Seal triggers authentication message
Breaking some seals can require a certain amount of energy. Piezo-electric materials require
force or pressure to be applied to them, in order to generate an electrical current. An
embedded message using electro active ink or e-paper could then be powered by the action
of opening the container. Alternatively an audible warning might be triggered using printed
electronics.
Making the goods match the package
Whilst numerous technologies exist that can protect the package against counterfeiting, only
a handful address the counterfeit of the goods themselves, primarily by the use of DNA and
forensics on the labels. In many cases it may be undesirable to modify the contents, which
23
means that there must be some handshake between the package and the goods. There may
be several ways to achieve this:
•
•
•
The packaging is part of the goods
The packaging is needed to make the goods active
Part of the goods are present as a reference on the packaging
Packaging is part of the goods
In some instances, clothing for example, the goods do not necessarily need a high degree of
protection from packaging. The main role of the packaging in these instances is to inform the
consumer of the product. In such a situation, it is simple to see how a small area of the
product could be printed upon to carry out this role. In terms of a security device, many of the
options listed in this report may well be amenable to this approach.
Packaging activates the goods
For some products, the shelf life or quality of the goods is improved if they are delivered in a
non-complete manner. This might be to allow the user choice of the contents or to release a
sensitive ingredient into the product to initiate its behaviour. One approach might be to
include the flavour in the package, with a rupturable interface. This method might be used in
any product where minimal mixing is required and a small quantity of additive is needed to
influence the performance of the bulk. Two examples are;
• IPIFINI Inc 86 requires the user to depress a button containing the additive, which pushes
the flavour into the bulk product (Figure 11a).
• ScentSational Technologies 87 encapsulate the flavour, which then ruptures when the
package is opened (Figure 11b).
a) IPIFINI Choice enabled perfume
b) Scentsational Technologies approach
Figure 11 The Package Holds the Key Ingredient
The future may make greater use of encapsulation of flavours, relying on release of the
flavour to be triggered by contact with water or other mechanisms. Rather than selling bottles
of flavoured water or milk, flavour or probiotic bacteria encapsulated straws can be
envisaged.
For some goods, it might be necessary to trigger any action using an electrical charge. Where
this is the case, simple connections to a piezoelectric unit on a twist or push cap might be
sufficient to generate this charge.
24
Packaging used as cross reference to contents
Special dyes can be used in combination with the contents of the package to generate a
fluorescent fingerprint characteristic of that brand 88 . This technology requires a laboratory
facility, as well as the method of choosing the optimum dyes. However, in the future it may be
possible to incorporate a range of confirmation dyes on the package and induce the
fluorescence with a hand-held device and match the colours by eye.
Within many naturally occurring materials there is always variation and randomness. All nonreflective surfaces have naturally occurring roughness that is a source of physical variability.
This could provide in-built security for a range of objects such as passports, ID and credit
cards and pharmaceutical packaging. Since there is no known manufacturing process for
copying surface imperfections at the necessary level of precision, it is not possible to
counterfeit. Using the optical phenomenon of 'laser speckle', researchers examined the fine
structure of different surfaces using a focused laser, and recorded the intensity of the
reflection. The technique was tried on a variety of materials including matt-finish plastic cards,
identity cards and coated paperboard packaging and resulted in clear recognition between the
samples. This continued even after they were subjected to rough handling including
submersion in water, scorching, scrubbing with an abrasive cleaning pad and being scribbled
on with thick black marker. Whilst initially focussed at historic and important documents, the
principles might be further developed as authentication of the goods. This inherent identity
89
code is impossible to modify and can be read using a low-cost portable laser scanner .
Applications of DNA on packaging will be more widely used. As shown in Table 13, this
approach has been used for fine art, wines and sporting memorabilia. The main area for
improvement here will be in the analysis; portable yes / no analysers becoming widespread to
give authentication for enforcement officers. A good example of the unequivocal proof of
product authenticity is given in Figure 12.
Figure 12 Forensic analysis clearly shows the authentic whisky
3.4 Where will security sit in the supply chain?
For products where consumers or the environment may be harmed through counterfeit
products, the issue of validation and enforcement must have clear owners. It may be argued
that manufacturers who do not make reasonable efforts to resist counterfeit and tampering
could be liable in the event of harm from counterfeits of their products. This will be phrased
along the terms of due care and diligence, both by the manufacturer and then through the
supply chain. Unless industry can take the lead and address this serious issue, it is likely that
governments will be forced to legislate along these lines.
The optimum place to employ these security measures will therefore be as close to the
consumer as possible. Should the measure be with the consumer, it would need to be overt
and clear to the buyer that the goods are genuine and untampered. However, such measures
would be easily counterfeitable (Table 8). Placing responsibility on the retailer gives some
scope for using covert and forensic methods, low cost bespoke machines being available to
the retailer, along with up to date information on current security measures. Again, these
devices would inevitably fall into the hand of the counterfeiters, so being rendered ineffective.
It is therefore inevitable that the current situation will prevail, with multi-layered strategies
allowing varying degrees of sophistication.
25
As described in Figure 6, packaging will only be part of the solution. However, the use of
smart materials can provide another step ahead of those wishing to replicate goods and
packaging. Education, certification and accreditation would be major components of the battle
against forged goods that can result in injury, illness or even death to the consumer.
26
Special inks
Smart materials
Printing options
Current
methods
Using codes
Additives
Overt
Approaches
Covert
Forensic
Product damages seal
Shape change opening
Triboluminescent materials glow on opening
Microencapsulants to release fragrance
Piezo-electric triggers message
E-paper and electroactive inks
Goods hold information that is normally on the packing
Container damaged
Hard to copy sealing strip
Security set
Tamper evidence
when opened
Goods handshake
with package
Safe and secure
through packaging
Choice enabled packaging injects key component
Piezo-electric cap needed to activate goods
DNA forensics already doing this
Package references goods
Fluorescent dyes on pack, react
uniquely with contents
Authentication message
Governments to enforce
Hologram readers
Ownership of the solution
Digital watermarks
Interference polymers
RFID tags within products
Need close to consumer to minimise diversion
Retailers are logical owners
Emerging solutions
Further additive methods
Nano barcodes
Figure 13 Product security will need a constantly developing multi-layered strategy
27
Suppliers must advise on features
Simple devices must be held at retailer
4 Can SMART technologies help increase a brand’s
market share
4.1 What are the pressures on leading brands today?
‘Consumers are showing less loyalty to brands. Research indicates that beyond a
certain price threshold, fast moving consumer goods brands can become
undifferentiated’ 90 .
In the nineteenth century a brand was a trademark or symbol simply used to identify one
producer’s wares from another 91 . Over the last century leading brands have evolved to
become much more than a simple design, logo or name. They have become classic icons in
our minds, following their own individual path with confidence and a clear vision.
In an increasingly competitive consumer packaged goods market, some traditional brand
leaders can find it hard to maintain their lead with numerous factors squeezing market share.
This section examines briefly the main threats to a brand’s market share and, later, how
developments in smart packaging technologies could be part of the solution for brand owners.
Pressures on leading brands today include pressure from other premium
brands and from retailer own-labels, with successful brands squeezing the
smaller ones out of existence (witness the demise of the once mighty
Golden Wonder crisp brand last year as it succumbed to the dominance of
PepsiCo-backed Walkers crisps).
Powerful supermarket chains can bulk buy at discount prices and market
their own-branded produce aimed not only at the cheaper end of the market, but increasingly
at the premium end as well. For example, the growth of the Tesco “finest” and Sainsbury’s
“Taste the Difference” brands, or the increase in Organic and Fair-trade labelled produce.
Recent figures 92 show the UK market share of stores own labels at 40% or €72billion.
Comparative figures indicate that consumers in the EU are buying less stores own labels at
23% or €207billion with an estimated increase to 27%, or €430billion by 2010. It is the brand
status of the retailers themselves which concentrates their efforts.
Additionally, it is not just the quality of retailer brands or the perception of them that threatens
premium brands. Retailer-branded packaging and labelling is carefully designed to emulate
the premium brand labels without infringing any copyright or trademarks, and retailers can
position their own brands in prime store/shelf positions. With the increased use of internet
shopping the retailers, through their websites, have complete control over product images and
positioning. Lastly, counterfeit goods can also contribute a significant dent to a brand’s image.
4.2 Smart packaging techniques currently used in packaging
Where the apparent quality of alternatives is similar the consumer will make decisions based
on cost, often to the brands detriment. One of the methods of increasing a prime brand’s
competitive advantage is the incorporation of modern packaging technologies, including smart
packaging.
Packaging has been one of the most important tools at the disposal of the product
manufacturer to make its product stand out on the shelf. Wal-Mart looks at packaging
critically. Their benchmark? - consumers must get the brand promise behind the package
within three seconds and up to fifteen feet from the shelf! The critical decision to buy - or not
to buy - is made at the shelf. Recognisable, trusted brands in visually appealing, stimulating
packaging have a distinct advantage in a sea of sameness.
28
Certain producers, such as Mars, Birdseye Walls and Reebok,
have run short promotions using smart materials, predominantly
colour changing using
thermochromic inks 93 . Other
producers have yet to offer
the consumer more in the
way of smart packaging. A
significant opportunity
therefore exists for the incorporation of smart materials
and related technologies into the package to further differentiate a leading brand from its
competitors on the shelf. The key driving force is to engage the consumer more strongly and,
thereby, enhance the brand story.
However, any changes should also improve on the environmental impact, from cradle to
grave, of the existing packaging. Today's environmentally aware consumers demand more
and more biodegradable and recyclable packaging to cut down on waste 94 . They are also
becoming more safety conscious and require improved standards in tamper proof packaging
and anti-counterfeiting measures 95 (Section 3).
Advancements in technologies across various domains could enable a new generation of
packaging. This packaging should provide a new level of functionality for the whole packaging
system, taking packaging beyond a simple covering, into a form that can truly be called
“smart”. The opportunities presented by this new kind of packaging are extremely diverse,
ranging from new tracking and ID capabilities to the potential to reduce health risks from food
and pharmaceuticals. Below are a few key technologies and examples of how they can be
used to advance brand packaging.
RFID technology is used in a wide range of supply chains globally to monitor throughput and
improve efficiency, and reduce out of stock losses.
Self-heating/cooling containers use a chemical reaction to heat or cool foods and
beverages to a set temperature for convenient on the move consumption without the need for
a power source.
Time and temperature indicators use the known rate of a chemical reaction to indicate
thermal history of the goods.
Lenticular labels are used for eye catching effect on all manner of products.
Gas sensors use a chemical reaction to indicate food freshness.
Scratch and sniff technologies use aroma to enhance the product message.
Table 14 expands on these smart technologies by highlighting how they work and the benefits
to the consumer.
29
Table 14 Smart material packaging technology which could help brands today
Array of magnifying lenses
show apparent movement.
Chemical reaction detects off Sensor triggers a colour change
food
label to inform
Microcapsules holding
Using smell strengthens the
fragrance rupture when rubbed,brand image.
releasing scent
30
Freshness
Warns if chilled food has been
too hot too long
Visual effect
Less of a chore
Controlled rate of reaction.
Convenient
Chills wine, heats tea
Enhance safety
Chemical reaction – phase
change materials
Informs
Scratch and sniff
102
Comments
Ensure product is always fresh
on shelf
Entertains
Gas sensors 101
How does it work
Chip stores info. Antenna
transmits and receives it.
Wow factor
Type
Radio Frequency
Identification
(RFID 96 ) in the
supply chain
Selfheating 97 /cooling 98
containers
Time & temp
indicators 99
Lenticular labels 100
Cost Benefit
Does it address the underlying issue?
9
8
8
8
9
9
8
9
8
9
8
8
8
9
9
9
8
9
9
9
9
9
8
9
8
9
9
9
8
8
8
8
8
9
8
9
9
9
8
9
8
9
8
9
8
8
8
8
4.3 Future solutions and opportunities for smart packaging
Technology advances to enable smart packaging
There are many ways in which leading brands can increase their market share; giveaways
and brand extensions are two prime examples. This report, however, is only concerned with
how packaging, more specifically smart packaging, could help brands in the future.
The development and assimilation of smart material technologies into the main stream
consumer packaged goods industry has been largely restricted by the lack of suitably small,
low-cost power sources. This has recently been facilitated by progress in three key areas:
organic photovoltaics (using carbon-based technology as opposed to silicon), thin-film
batteries and piezoelectric materials. As these technologies mature and fall in price, the
power will be there to drive lights, sensors, displays and active RFIDs in the latest generation
of consumer smart packaging. Current costs of RFID tags have been falling and the cheapest
tags, 96 bit EPC tags are 20 cents 103 (chipless RFID tags are 5 cents).
This report will examine potential applications in which these developments could be utilised
by brand owners to improve the packaging of their goods. This is split into product quality and
responsibility, differentiating the product or adding a “wow” factor to entice consumers.
Product quality and responsibility
Consumer concerns over product tampering could lead to tamper proof packaging.
Breaking seals can require a certain amount of energy. Piezo-electric materials require force
or pressure to be applied to them, in order to generate an electrical current. An embedded
message using electro active ink or e-paper could then be powered by the action of opening
the container. Alternatively an audible warning might be triggered using printed electronics.
Opening mechanisms based on shape memory alloys could also be adapted as seals for
goods which only open under certain environmental conditions.
Senior friendly packaging must be easy to open but must still take child safety into account.
New technologies could use passwords which can be sent to or entered onto the packaging.
This could also include a feature that only allowed the release to be triggered at certain times.
Beyond this, voice and other feature recognition could be incorporated onto larger storage
containers such as medicine cabinets. These “passwords” might trigger an electrical impulse
which could release a memory material cap locking the device. Alternatively, electrostrictive
or magnetostrictive seals might be coupled to the password mechanism, using electrical or
magnetic pulses to open the container. Until password protected systems are available on
products, extensions of current devices will continue.
For many years, sell by date, or a variant, has been the
method of choice for indicating to the consumer and
retailer that perishable goods were safe to eat. This
method is often conservative and takes no account of
the history of the packaged goods, resulting in goods
being disposed of unnecessarily. A range of smart
labels exist to give a visual indication of the condition
of the food. Time temperature indicators (Figure 14)
are a step improvement on using time alone, since
degradation is often the result of the thermal history
and time of goods at these temperatures. Whilst not a
direct measure of food quality, it has the potential to
increase the shelf life.
Figure 14 TTI on milk carton 104
Direct measures of food quality are being developed,
using chemical or bio-chemical sensors, coupled to a colour change mechanism to give an
indicating label. Chemical sensors can be used to sniff the headspace above the goods, as
foods often emit a gas as part of their ripening or degrading processes. One example is the
RipeSense 105 label, which detects the ethylene emitted by ripening pears, eliminating the
31
need to squeeze the fruit to determine its ripeness. Bio-chemical sensors can be made
through immunoassay methods or simply by incorporating an enzyme into the label. The
Bioett organisation 106 have coupled the enzyme approach to its changing conductivity as the
off product increases, linking that conductivity to a signal on an RFID chip. Fuller descriptions
of some of these labels and suppliers are available from a SMART.mat report written in
200642.
Efforts have been made recently to develop packaging that is either fully recyclable or has
clear routes for disposal. Incorporation of an RFID chip, with RFID enabled bins in the
kitchen, could give direct indications as to the correct container for the spent packaging. This
may ultimately reward the green consumer, as improved recycling may be rewarded by local
councils with rebates as part of their own drive to meet government targets.
Product differentiation
Of our five senses the primary one which we use in choosing a product from the retail shelf is
sight. Developments in eye catching graphics, colours and effects are the packaging
designer’s primary tool to enable their product to stand out on the store shelf. One recent
visual development which could catch the eye are colour shift inks. These appear as two or
more distinct colours when viewed from differing viewing angles. Such features can be seen
on many banknotes and other high level security documents and are easily verified by tilting
the item carrying the colour-shift in order that the different colours can be seen. This
technology could be used on packaging to deliver what appears to be an interesting visual
effect and with it, an implied high quality of the contents.
Any method of incorporating any of the other senses, i.e. smell, taste, feel and sound could
instantly give that product an advantage in the homogenised sea of similarity on today’s retail
shelves. A brief review of the pros and cons of using the other senses to increase brand
attractiveness will follow:
If every product made a sound in order to attract attention from the shelf it would be
pandemonium in the stores. However sounds have been successfully used in the advertising
of certain products, most notably the “Schhh” for Schweppes branded carbonated drinks.
In store promotions attempt to entice sales by taste samplers for foods and drinks have been
seen in stores for many years but do they really add value to a brand apart from exposure?
The feel of the product package can be used to add to a brand’s ethos. For many a year
packaging has utilised designs and colours denoting quality and prestige. When that same
package, however, is manufactured with a smoother and silky feel it only adds to the
perception of quality thereby complementing the overall brand meaning.
Smells, or more aptly, aromas have been used in advertising prestige perfumes, as found in
“scratch and sniff” sections in glossy magazines. However, devices have been developed for
use in stores which target a person and spray a selected aroma. The device tracks the person
it is aiming at with a camera mounted on top, which follows the target's eyes. Software on a
PC analyses the video images and controls motors that steer the gun in three dimensions.
Once it has a fix on the eyes, it aims low to direct the puff of air at the target's nose.
Professor Tim Jacob 107 , an expert in the psychology of smell at Cardiff University in the UK,
points out that attractive scents - like the smell of freshly baked bread - are already known to
keep customers in a store for longer. While retail areas can only be infused with one odour at
a time right now, the air cannon could allow different scents to be fired at individuals.
The cannon sprays are so fine that one person can smell them while someone just 50
centimetres away cannot, when fired from a range of two metres. So while one person smells
coffee, another nearby could get an aroma of eau de toilette. However, the system does have
limitations. Synthesising a wide range of different smells could prove problematic, as unlike
colour vision there are no "primary" smells that can be used to generate all others.
But there are also potential civil rights problems with using scents in this way, Jacob warns.
Some customers might object, or be allergic, to having scents forced upon them with the
equivalent of subliminal advertising.
32
Another method of utilising aroma and packaging in a unique way is the CompelAromaTM
technology, developed by ScentSational Technologies Inc87 USA, see also Figure 11 earlier
in this review. This involves incorporating FDA approved food grade flavours within the
polymeric structure of thermoformed packaging at the time of manufacturing. The approved
flavour additives are added during the extrusion process and instil an aroma for up to 30
days. Flavours from the packaging can be added to water without the calories, a huge selling
point in the diet drink market. This opens a new concept through packaging of drinks or
perfumes that can be tailored for the individual.
“Wow factor”
Smart packaging technologies could be utilised as packages of the
future could provide audible information, tell a story or provide
advice and warnings “I am gluten free”, “this product is not suitable
for diabetics”, “Once upon a time….” It’s difficult but try to imagine a
quiet breakfast time as kids contently listen to a story told by their
cereal box!
Maybe future flat or flexible displays, printed electronics and thin film
battery technology could become cheap enough to be incorporated
onto the package or box and used to show TV quality images and
sounds. Product placements and/or advertisements could be
positioned in the “show” offering captivated viewers the latest toys, computer games or candy
promotions. Wifi connections to the web could even see kids get last minute help with their
homework. This advertising could be another viable income stream worth millions to a
company, thereby offsetting the cost of development and manufacture.
Whether the above example39 would strengthen a premium brand is debatable. However, if
such smart technology advances catch on in packaging and brands don’t implement them
then their market share could be adversely affected.
A range of smart technologies have been described that may help brands gain market share if
used wisely in their packaging. These are summarised in Figure 15, along with both a
description of their behaviour and how they can impact on the end user.
33
Table 15 Smart material packaging technology which could help brands in the future
34
Entertains
Informs
Enhance safety
Convenient
Less of a chore
Freshness
How does it work
Comments
The RFID tag triggered by the Product specific advertising and
proximity of the customer
info. Added personal safety
sends a signal and relays audiomessages. “I contain gluten.”
message, advert or product
info via the customer’s store
card, mobile phone or IPod
Printed electronics 108 Conductive inks and paper
Emerging technology with huge
(flexible)
batteries
potential for flexible screens
Password or voice Electrostrictive or
Senior AND child friendly
recognition to open a magnetostrictive seals might bepackaging which opens on a
package
coupled to the password
specific password and voice.
mechanism.
Colour shift pigments Pigments give a colour shift
Novel packaging concept
in polymer packaging and a futuristic look
makes product stand out on
shelf and helps product
authentication.
Piezo-electric
Force required to break a seal Anti-tamper packaging gives
materials in package causes current to power electro customer confidence in product
active ink to send a tamper
and its authenticity.
message on the product.
Wow factor
Type
RFID on specific
products or store
shelf
Cost Benefit
Does it address the underlying issue?
8
9
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Figure 15 Issues and smart packaging solutions for brands
35
5 Conclusions
This report highlights numerous ways in which smart packaging can be used at item level for
the benefit of consumers, retailers and brand owners, as well as governments. From the
clinical area of medical compliance, through the more emotive topic of counterfeit products, to
the psychology of brand enhancement, many technologies are common.
Among the forefront of the technologies are those based on RFID methods. As price per tag
drops, these will become more affordable at item level. Tags will become mandatory for
pharmaceuticals 109 , confirming provenance as well as holding and transmitting data such as
reminders, recording of taking medication and improved information about these medicines.
Having become commonplace with medicines, RFID could be one of the tools use to combat
counterfeiting. Leading brands may grasp the opportunity to hold information about product
and consumer, although privacy considerations will have to be addressed through legislation.
Once RFID tags are standard on all consumer goods, grocery shopping could be queue-free
as an RFID enabled supermarket trolley keeps track of the goods and facilitates instant
payment on exiting the store. One other novel use of RFID could be to assist in the recycling
of packaging, ultimately rewarding the consumer through rebates from councils eager to meet
recycling targets.
Further into the future, printed electronics could fundamentally change the communication
element of today’s packaging. Once printed electronics arrive, the characteristics available
from the more expensive silicon chip technologies could be well suited to mass produced
packaging. Interactive packaging will deliver the right information to the customer, whether it
is medication or more general consumer goods. Video clips and changing screens might
entertain and educate children, at a comparable cost to the offers made on current cereals.
Where goods are perishable, much of the technology already exists and has been
implemented to varying extents across the world. Time temperature indicators (TTIs),
modified atmosphere packaging (MAP), controlled gas diffusion, a range of sensors and
absorbent materials are among those food packaging techniques that would be useful for
some brands and pharmaceuticals to extend and guarantee the safe life of the package
contents.
The remainder of the solutions delivered through smart packaging squarely address specific
issues in the different sections of the report.
Improved medical compliance can be developed largely by trying to improve the delivery
methods. Aerosols and skin patch technology may overcome the unpleasantness and
inconvenience of being reliant on a cocktail of pills, possibly through nanotechnology. Where
current devices and containers are very clearly allied to medication and illness, miniaturisation
and smart design could see fashionable items such as mobile phones and IPods becoming
the package for medication, using the displays to be interactive with the patient. As more and
more older members of the community require a regime of pills, problems associated with
senior-friendly packaging will continue to be delivered. As well as extensions of today’s
methods, electronic methods could be used to ensure only the right patient has access to the
pills. This might be through facial recognition, a chip and pin approach or supply of a “key” to
trigger shape change of closures.
With a growing trade in counterfeit and refilled containers, the number of cases where people
are harmed or even killed could rise unless suppliers adopt technologies to stay ahead of the
criminals. This may still require a multi-level approach, based on special inks, material
behaviour, new printing methods, codes and databases and forensic additives. The harder to
replicate methods include :
•
•
•
•
•
applying invisible codes and recording them for each item
seemingly standard materials which when tested show an unusual signal
specific high cost analysers to detect hidden features in materials or printers
seals which trigger an event or message
seals which are damaged when opened
36
•
•
ensuring the goods match or relate to the package
holding part of the goods outside the package, making the package part of the goods
Ownership of the detection and prosecution should sit close to the consumer, since this
prevents diversions after checking. Since many technologies are non-evident and require
instrumentation for checking, it must start with the retailer. Even at this level, devices could
fall into the hand of the counterfeiters and be reverse engineered. The ownership should still
therefore be along the supply chain, although for some products, notably pharmaceuticals,
goods may have to be certificated and supplied through accredited routes.
Predicting which technologies will enhance brand visibility is far more subjective and this
report offers ideas that might meet either the future market or consumer need. Currently,
brands have not generally identified the use of smart packaging technologies as a method of
differentiating its products. There exists significant scope for brands to assimilate these
technologies in order to promote the brand image. As ever, cost will be a factor in packaging,
so increases due to sophisticated packaging must deliver either increased market share or
consumer benefits.
Smart packaging that can engage with the consumer offers the ability to go beyond sight,
using encapsulated materials to trigger evocative memories through scent and to be tactile. It
is likely that the previously described choice enabled drinks or perfumes, which allow the
consumer to define their own product via the package, will emerge as a branded product.
37
6 Acknowledgements
The authors would like to thank Dr. Paul Butler (Packaging Materials and Technologies Ltd),
Dr Steve Harmer (IOM3), Dr. Walter Lewis (Packaging Faraday), Dr.Lawrence Hogg
(Packaging Faraday) and Mr Keith Barnes (Institute of Packaging) for their advice and
guidance while writing this report.
Professor Thomas Inns (Chair of Design, University of Dundee) is also acknowledged for his
guidance on brand issues.
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39
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103
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40