When you gather hundreds of startup food brands under one roof, patterns start to appear. Not just in the flavours and formats, but in the pain points. And this year at Bread & Jam, one thing came up again and again: packaging.
Not just how it looks. But how it performs. How it supports growth. And how it stacks up against the big players.
Here’s what we took away.
QR codes are getting smarter. Is your pack ready?
GS1 confirmed it, QR codes aren’t just for post-lockdown menus anymore. They’re set to replace traditional barcodes by 2027, unlocking new ways to connect with consumers right from the pack. The brands who’ll win? Those who see their packaging as a platform. Because soon, a scan won’t just pull up a website, it’ll tell your product’s story, prove its sustainability, link to live reviews, or adapt by region.
It’s not a gimmick. It’s your digital handshake.
Why packaging partners can make or break you
One conversation kept cropping up: “I wish I’d picked a better packaging supplier earlier.” Startups often default to the cheapest option and who can blame them? But as they scale, problems emerge: longer lead times, inconsistent quality, rising MOQs. The better strategy? Work with partners who grow with you, not ones you outgrow in six months.
That doesn’t always mean premium. It means reliable. flexible. transparent.
Reputation > Innovation (sometimes)
Retail buyers don’t just want innovation, they want confidence. Founders shared how packaging that looked “too indie” or too “homemade” became a barrier. Why? Because shelf space is competitive, and buyers need reassurance: Is the supply chain stable? Is the pricing realistic? Will this look good on a Tesco aisle or a Boots promo bay?
Sometimes, looking established matters more than being disruptive.
The plant-based premium is still real
One more theme? Natural and plant-based isn’t a trend, it’s a baseline. Consumers are still willing to pay more for “cleaner” food. But it needs to be clear. Your pack has 3 seconds to communicate:
• What it is
• Why it’s better
• Why they should trust it
Overcomplicate it, and you’ve lost the basket.
So… what’s your pack really doing for you?
Bread & Jam wasn’t just a food show, it was a real-time read on the industry’s mood. From QR codes to cost-saving, from plant power to buyer psychology, your packaging is no longer just your outer layer. It’s your launchpad.
At PrintSource, we don’t just print. We help challenger brands punch above their weight with packs that work as hard as their founders do.
Thinking bigger? Let’s talk packaging that scales.
