McCormick & Company to Host Prestigious Brand Challenge at AIPIA & AWA Smart Packaging World Congress 2025
The event — a premier gathering of smart packaging innovators, technology providers, and global brand owners — will take place on June 23–24, 2025, at the Steigenberger Airport Hotel in Amsterdam.
McCormick, the global leader in flavor, operates in 150 countries with a portfolio of iconic brands. Household names like Schwartz, the UK’s #1 for herbs and spices, and French’s, the world’s leading mustard brand, headline a diverse range that spans hot sauces, BBQ sauces, and regional flavors from China to the Americas. Their innovation even extends to categories like jelly mixes and recipe sauces, making McCormick a dynamic force in both retail and food service sectors.
The Brand Challenge is one of the most anticipated features of the World Congress. This dynamic session offers 12–15 smart packaging developers the chance to pitch their solutions directly to McCormick in just three minutes. Participants will showcase how innovative packaging technologies can enhance the consumer experience, provide greater product traceability, improve safety, support sustainability goals, and reduce food waste.
Eef de Ferrante, Managing Director of AIPIA, shared his enthusiasm:
“With McCormick’s global footprint and extensive product portfolio, they are the perfect host for this year’s Brand Challenge. We’re excited to see how smart packaging can add value across their range from enhancing product communication to supporting supply chain transparency.”
The session concludes with McCormick selecting three (or more) standout concepts to explore further. The Brand Challenge is a launchpad for collaboration, breakthrough thinking, and real-world innovation in the smart packaging space.
For more information and to register, please visit: AIPIA & AWA Smart Packaging World Congress 2025
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