Beyond labels: why folding cartons are the natural next step for converters

Packaging Solutions

Will Parker, senior packaging executive and Labelexpo ambassador, explains.

Labelexpo has long been the bellwether for change in our industry. From the digital disruption of narrow web to the transformation of mid web and flexible packaging; the show has always spotlighted where we are headed. This year in Barcelona, that evolution turns towards folding cartons but in truth this isn’t a new chapter. It is a continuation of a story already well underway.

Across Europe and the UK, the move toward fibre first packaging is accelerating. Brands, governments and consumers are converging on a clear goal: eliminate problematic plastics, reduce carbon emissions and drive circularity. Folding cartons, especially those produced inline are a powerful answer.

Despite all the buzz, in line carton production isn’t a new concept. For over 15 years food to go packaging, particularly in the UK, has quietly evolved using in line flexo platforms to produce folded, glued and barrier coated or lined fibreboard trays and wraps.

Likewise, the beauty and personal care sectors have long relied on short run, embellished carton production using hybrid workflows to create rigid boxes, sleeves and gift packaging often produced in line with hot foil, embossing and die cutting in a single pass.

What is new is the urgency of the conversation. Sustainability regulation, stock keeping unit proliferation and rising energy costs have brought these capabilities to the forefront for a much wider audience; especially label converters looking to diversify.

From the EU Packaging and Packaging Waste Regulation (PPWR) to the UK’s Plastic Packaging Tax and Extended Producer Responsibility schemes, the policy backdrop across Europe is clear: fibre based packaging is favoured.

It is not just legislation; consumers are increasingly driving the shift. Gen Z and millennial shoppers expect recyclable, plastic free and mono-material formats, not only for environmental reasons but for brand credibility. This is reshaping packaging decisions in food, pharma, cosmetics and e-commerce. As brands pivot, converters who can deliver recyclable cartons quickly and efficiently stand to gain a competitive edge.

Label converters already have the DNA required to succeed in the folding carton space: short run agility, inline print expertise, embellishment workflows and increasingly, automation and MIS integration.

Platforms from Canon Edale, Gallus, MPS, OMET, Mark Andy and Bobst; suddenly the leap into cartons becomes less of a jump and more of a step sideways.

These in line systems allow converters to print, embellish, crease, die cut and strip cartons in a single pass, offering unmatched efficiency in short to mid runs. Whether it is food to go trays, pharma cartons or luxury sleeves; in line workflows reduce changeovers, cut waste and simplify logistics.

Traditional sheetfed carton production, especially for short or variant heavy runs often involves multiple stages, machines, operators and logistics all of which increase power usage, CO₂ output, and material waste.

In contrast, in line production offers:

• Lower power consumption per unit.

• Less over production (ideal for SKUs with expiry or version control).

• Streamlined handling and fewer process steps.

• Faster time to market with reduced carbon footprint.

This aligns perfectly with brand ESG targets, especially in regulated or premium sectors like pharmaceuticals, beauty, nutraceuticals and boutique food and drink where the packaging is part of the product’s identity.

It is not just label converters leaning in. Increasingly, sheetfed carton printers are exploring in line technology as a strategic complement to their existing offset capabilities. By shifting short run or high complexity jobs to in line platforms, they can free up litho capacity for longer runs, reduce bottlenecks in embellishment and die cutting and offer faster lead times with fewer touchpoints. In line doesn’t replace sheetfed; it optimises the overall workflow, allowing converters to deliver a broader, more agile supply chain to their customers. 

With brands demanding greater responsiveness, versioning and sustainability credentials, this hybrid production approach positions sheetfed houses to grow share, reduce waste and improve margin without compromising quality.

Labelexpo Europe 2025 debuts in Barcelona at the Fira Gran Via between 16 to 19 September. Visit the Labelexpo Europe 2025 website.