Digitally Printed Packaging: Opportunity for Commercial Printers?

Menegon confirms that "variable printing is rare in packaging. It can be used as a marketing gimmick, for security and authentication, or for track and trace." Initially, at least the main value proposition is quick turns and cost reduction. Cost reduction comes in two forms: less waste and setup cost in short runs (for the printer), and supply chain savings in inventory and logistics (for the brand owner).