REPRESENTATIVES from major brands including PepsiCo, Mars, Tesco and Siemens are among the first speakers unveiled by the organisers of Packaging Innovations & Empack 2027.
Taking place at the NEC Birmingham from February 24-25, the event’s conference programme will aim to address the biggest challenges facing the packaging industry.
Under the theme ‘Innovation in Practice’, the conference will tackle the gap between ambition and execution, from circular packaging models that struggle to scale to the risks of AI-generated design and the production inefficiencies that new machinery alone cannot solve.
Vinicius Sales, global design lead at PepsiCo, will deliver a keynote that explores how global brands can push creative boundaries, embrace new technologies, and evolve their packaging while protecting the identities consumers recognise and trust.
Dr. Samuel West, founder and curator of the Museum of Failure, will highlight the risks of AI-generated designs that are ‘convincingly presented but fundamentally flawed, creatively hollow or spectacularly off-brand’. Meanwhile, Nicki Morley, global MD of innovation solutions at Kantar, will join the panel to challenge the disconnect between what shoppers say they want and what they actually buy.
Elsewhere, Jane Skelton, head of packaging & creative at Nichols, will reveal how a Vimto redesign became a business-wide exercise in negotiation and problem-solving, while Raj Kumar, global packaging lead at HelloFresh, will share how packaging design and supply-chain decisions can improve the consumer experience across the company’s operations in 16 markets.
The programme will also question whether packaging is truly working for everyone. Michael Privette, chief development officer at the Arthritis Foundation, will explain the everyday barriers created by stubborn lids, difficult seals and hard-to-grip packs, demonstrating how inclusive design can improve packaging for all consumers.
Circularity and regulation will be another major focus. David Drew, packaging specialist at PwC, will question why refill and reuse initiatives struggle to scale. Alyce Morris, project manager at The Wastepack Group, will moderate a session that examines whether compliance is a burden or an opportunity for businesses.
The transition towards connected packaging will also be covered, with Tesco sharing practical lessons from its fresh produce pilots. Connor McLean, supplier enablement manager at Tesco, and Roshni Shah, engagement manager at GS1 UK, will reveal what it takes to print QR codes powered by GS1 standards that scan reliably at the point of sale. Camilla Young, programme lead for the next generation of barcodes at GS1 UK, will also share insights into how connected packaging can improve traceability, transparency and consumer engagement.
On the manufacturing side, Toby Horne, associate VP at Siemens, will challenge the assumption that productivity improvements require faster equipment. And Mike Wilson, chief automation officer at the Manufacturing Technology Centre, will share insights from more than four decades in robotics and automation.
Greencore will provide a real-world example of what happens when packaging innovation meets the factory floor. Tom Stone, head of packaging, and Sarah McManus, packaging development manager, will share the story behind itsu’s triple-cavity fibre tray for ready meals sold in Tesco. Building on those practical challenges, Tom Stone will also join Youssef Riad, senior engineering program manager at Mars, and manufacturing suppliers for a panel debate on the operational consequences of changing packaging materials, from sealing temperatures and line speeds to energy consumption and reject rates, and the challenges of balancing environmental objectives with production performance.
Casey McHugh, senior conference & community manager at Packaging Innovations & Empack, said, “The packaging industry has never been short of ideas. The challenge is making those ideas work when they meet the realities of production, regulation, cost and consumer behaviour. That’s why this programme brings together people who are prepared to challenge assumptions, share what they’ve learned and tackle the difficult questions. Whether it’s understanding why circular models fail to scale, making AI genuinely useful or getting more from existing production lines, we want visitors to leave with insights they can put into practice.”
