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 done in an unexpected way, it always captures attention and achieves remarkable results. The value of such innovation cannot be overstated.

Can food packaging bags be eaten?

At the Hunan Food Industry "Global First Starch Airbag Products Promotion Conference," sponsored by the Hunan Provincial Economic and Information Committee, Mr. Shuai Wenwen, chairman of Ercang Pharmaceuticals, introduced a revolutionary product made from natural cassava starch imported from Cambodia, combined with edible glycerin and purified water. This edible capsule can hold snacks or act as a food container, even holding oil, salt, vinegar, and tea — all without the need for additional packaging.

Traditional capsules have long struggled to break into the food market due to various limitations. After a decade of research and development, Ercang Pharmaceuticals successfully created a high-end edible starch product: the starch hollow capsule. In May of this year, it received a food production license from the Hunan Food and Drug Administration, marking its official entry into the food industry.

According to the provincial Economic and Information Committee, starch hollow bags can serve as a new type of food or food packaging material, applicable to 19 categories across 28 types of foods. These innovative containers can be brewed with hot water or swallowed directly. For convenience foods like instant noodles, they can replace traditional "four packs" (soy sauce, oil, vegetable, and condiment packs), allowing users to simply pour boiling water and enjoy the contents without tearing open the bag. The product is nutritious, safe, convenient, and eco-friendly — a first-of-its-kind innovation in China and globally.

To build a complete industrial chain for starch hollow bags, Ercang Pharmaceuticals has established a medicinal starch production project in Cambodia with an annual capacity of 180,000 tons, as well as an industrial park for starch capsules in Liuyang Economic Development Zone. The current annual production capacity reaches 30 billion units, with a second phase set to add another 130 billion. As a plant-based alternative to traditional gelatin capsules, these starch capsules are known as the "terminator of toxic capsules." They also cater to a wide range of consumers, including 1.6 billion Muslims, 1 billion Hindus, Jews, and vegetarians.

In today’s fast-paced world, the pursuit of cost-effectiveness is key. Whether it's a product or a service, only those that truly meet customer needs can create real value. Adding innovative elements not only refreshes consumer experiences but also sets brands apart.

Many traditional companies are exploring new service models, such as online ordering, e-book printing, and other emerging services. While these models vary in success, they reflect a company’s current strength and future vision. The starch capsule is a prime example of how innovation can reshape the packaging industry.

"Innovation" may be a common topic, but when executed creatively, it can always capture attention and deliver exceptional outcomes. Its value is immeasurable.

Two small stories about creativity

Xiao Bian came across a microblog post that shared an interesting idea: Japanese dairy brands print warm messages on their packaging, such as “Thank you for folding me up” at the corner of the box, or words related to environmental protection. These simple touches have been widely appreciated and have even boosted sales. It's a clever way to connect emotionally with customers while promoting sustainability and increasing brand loyalty.

If that doesn’t seem surprising enough, let’s look at another creative story.

This year, a brand launched a multi-million-dollar television ad campaign that tells a compelling story. The ad, titled “Postcard,” follows a family bakery owner and his son over 15 years, filled with touching and exciting moments. The narrative begins with an original song, “Hold On Tight” by VeritéMusic, and ends with the message “Everything you create matters,” highlighting how Vistaprint helps small businesses present themselves professionally.

This ad uses storytelling to showcase the brand’s evolution and was the first marketing campaign from Vistaprint that didn’t include coupons or discounts. As a leading e-commerce company offering DIY products, Vistaprint hopes this ad will help it gain more market share in the $30 billion small business market.

While TV ads are common, a story-driven commercial brings something fresh and creative. This localized version will air in Europe later this year, and Vistaprint plans to continue airing the successful ad throughout 2015.

Creativity is powerful and can lead to unexpected success. In short, the journey of Indian printing and packaging companies toward innovation is already underway. With quality and service at the core, they are driving growth and setting new trends in the industry. Isn’t it time we embraced this change?