Unique by design: Differentiation to Protect Brands and Stand out from the Crowd

Diversifying our differentiation portfolio

Building on our decades of expertise in ultra-lightweight paper production, we’ve developed a range of processes and techniques that enable our customers to produce truly distinctive products. “Over the years, our innovations have been key to creating unique consumer experiences that differentiate our customers’ offerings in highly competitive and highly regulated markets,” explains Guilherme Costa, VP of Sales at SWM International. “This culture of customer-driven product development will continue to be central as we expand and diversify our differentiation portfolio.”

It’s an approach that’s certainly reflected in our anti-counterfeiting offering for the tobacco market. “As paper counterfeiting techniques have become more sophisticated, we’ve worked closely with our customers to develop increasingly sophisticated solutions,” says Anne-Laure Jaeckel, Product Manager for Roll-Your-Own (RYO) at SWM International. “These range from highly detailed filigree to customizing the gum lines with the brand’s logo – a unique capability. And as the threat landscape evolves, our R&D team is constantly working on new solutions to protect consumers from substandard products and maintain your brand’s reputation.”

Our differentiation capabilities are also being leveraged across a number of different categories, with a particular focus on botanicals. “There’s a significant appetite for more innovative rolling papers in the cannabinoid segment,” continues Guilherme. “And whether it’s alternative fibers such as hemp and even tea leaves, or papers with eye-catching hemp inclusions, our Botani brand is catering to this growing market trend.”

Toward a plastic-free future?

Our ultra-thin papers are also helping to drive innovation in the packaging industry. Until now, plastic has remained the material of choice for many applications. But with the introduction of more single-use plastic (SUP) legislation around the world – alongside increased consumer pressure – there’s a growing need for plastic-free solutions. And paper is a viable alternative. Renewable and repulpable, paper-based packaging helps brands meet regulatory requirements and reduce the lifecycle impact of their products.

One of the main challenges in accelerating the transition to paper-based packaging is proving its technical performance compared to plastic. “Our in-house researchers have made significant progress in recent years in enhancing the functional properties of paper-based packaging,” says Philippe Ragot, VP of Advanced Natural Fibers at SWM International. “For example, we’ve produced a conformable paper that’s transparent enough to scan a barcode through – meaning that it could soon replace the see-through BOPP film that’s typically used to wrap cigarette packs and other consumer products.”

This product, among others, is already being tested by consumers and manufacturers. And with the demand for non-plastic packaging predicted to grow over the next decade, product differentiation in this area will become increasingly important. “Once plastic-free packaging is no longer a novelty, brands will need other ways to increase the shelf appeal of their offerings,” adds Guilherme. “This could include using unusual materials such as ‘cardboard’ made from cocoa bean shells. Or perhaps they’ll use our gumming customization capabilities to create sealable paper pouches. Whatever approach they choose, SWM International will be there with the solutions they need.”

Supporting market growth strategy

With the ongoing shifts in the packaging, tobacco, and cannabinoid industries, developing our product differentiation offering will be key to driving sustainable growth for our customers. “Our growing range of packaging innovations enables brands to meet evolving market challenges with more sustainable solutions that don’t compromise on functionality or aesthetics,” concludes Philippe. “We’re working in collaboration with customers, machine makers, consultants, and other stakeholders to develop solutions that are scalable, practical to implement and profitable – building on our deep expertise so we can continue to differentiate ourselves as a preferred innovation partner.”