Following on from its high profile rejuvenation in the publication sector with Polestar's Sheffield site and Arvato's new Liverpool factory, Amcor Flexibles has unveiled technology that can speed up the process for packaging. It is aiming it at brands that want to change packaging quickly to respond to market changes.

The company has linked up with ExxonMobil Chemical to develop AdVantage, a workflow system that can cut the origination process to seven days. It follows a resurgence in gravure packaging production, according to Michael McKeown, general manager of the group's Livingston-based gravure plant Amcor Flexibles S&R.

"Gravure has undersold itself but we are tackling the market and have converted several customers from flexo," he said. "With AdVantage there is an internal check at every stage, which ensures that there is co-ordination between the designer, repro house, engraver and ink supplier."

He added: "It means that we can offer seven days production as standard, while typically it can take six to eight weeks."

McKeown said there was "no minimum run", but added that the typical range was from 1,000m to a maximum of 60,000m2.

The service targets brands that are aiming to deliver targeted on-pack  marketing messages by using more "vivid colour".  McKeown added that the system could be of benefit to "smaller, more agile brands".

"We are commissioning our second Rotomax press designed exclusively for us," he added. "We now have two gravure presses that are hungry and ready to go."

Amcor Flexibles and ExxonMobil developed the system over three years and launched it at last month's packaging exhibition Interpack in Dsseldorf. AdVantage is based on ExxonMobil's PacVantage technology for management and workflow integration.

Amcor Flexibles S&R's supply chain includes repro house Diverse Image, Keating Gravure and ink manufacturer Flint Schmidt.

Story by Philip Chadwick