Packaging Happenings: Asahi Super Dry, plant-based dairy labels in India, new regulations in China and more feature in our round-up

Enter the dragon: Asahi Super Dry on the importance of ‘relatable’ packaging in Asian markets​

Japanese beer giant Asahi believes that beverage packaging needs to move beyond being eye-catching and incorporate elements of ‘relatability’ and digitalisation truly make a mark with Asian consumers.

Asahi’s keystone international premium beer Asahi Super Dry launched pixel-inspired, dragon-themed cans in conjunction with the lunar Year of the Dragon in various key markets in Asia.

Regional Head of Brand Mag Lai told us that the modern pixel element was a crucial combination with the traditional dragon symbolism in order to engage consumers more deeply.

‘No clarity’: India plant-based milk brands veer away from conventional dairy terms​

Plant-based dairy brands in India are continuing to steer away from using conventional dairy terms on their product labels until regulators issue greater clarity on what is permitted.

Back in 2020 and 2021, the Food Safety and Standards Authority India (FSSAI) announced a ban on the use​ of conventional dairy terms such as ‘milk’ and ‘cheese’ for plant-based products. It also directed plant-based manufacturers to modify the product labels of all such products and e-commerce platforms to delist these​ as well.

This order was successfully stayed​ by the Delhi High Court later in 2021 after five companies took action. Despite this, industry uncertainty remains today.

“The ban is essentially still a motion in hearing at the court level at this time,”​ Rohit Jain, Co-Founder and CEO of Drums Food International which was one of the five companies that contributed to the initial ban being stayed, told FoodNavigator-Asia​.

Stricter and safer: China proposes new pre-packaged labelling standards mandating clearer ingredient and origin information​

The Chinese government’s new draft regulations governing the labelling of pre-packaged foods and beverages contains stricter guidelines, including mandating manufacturers to include clearer information on compound ingredients as well as more country of origin detail.

China has emerged as the latest Asian market to embark on a revamp of regulations governing pre-packaged food and beverage labels, after other recent examples including Vietnam​, Philippines​ and Thailand​ – following a trend of regulatory updates that FoodNavigator-Asia​ previously predicted​ would come strongly into play this year.

No label, no problem: South Korea looks to mandate label-free packaging for drinking water over next two years​

The South Korean government is looking to mandate label-free packaging for drinking water bottles, replacing this with a digital QR code system over the next two years.

South Korea has committed to a range of sustainability goals, including the slashing of plastic waste production by 50% and the doubling of recycling rates in the country from 34% to 70%, both by 2030.

New developments saw the ministry calling for public comment on its latest initiative to mandate the use of label-free packaging for drinking water bottles, to be implemented after a two-year transition period.

Diageo and ecoSPIRITS go global with reusable glass packaging partnership​

Diageo and circular economy tech company ecoSPIRITS are taking their reusable spirits packaging partnership global: turning to the ‘lower carbon, lower waste’ tech for Gordan’s, Captain Morgan and Smirnoff.

Diageo’s spirits will be sent to participating bars, hotels and restaurants in a 4.5L ecoTOTE (similar in function to a beer keg), which is designed to be used up to 150 times. Once empty, the packaging is collected, cleaned and refilled with the same spirit.

Diageo has been trialing the tech since 2022 in Indonesia, where it is active in 38 bars. Now, the alcohol beverage giant anticipates piloting and scaling the packaging in 18 markets over the next three years.