hubergroup’s approach to packaging innovation

Credibility in packaging has been built on expertise for decades – and that still holds. What’s changed is the context: Today, converters and brand owners face mounting pressure to improve sustainability, comply with evolving regulations, and maintain operational efficiency in increasingly competitive markets. As a result, they expect more from suppliers than product performance alone. They need partners combining technical expertise, reliable service, innovation, and long-term commitment.

Few companies can draw on more than 260 years of industry experience. As a leading speciality chemicals company, hubergroup has spent generations supporting the evolving needs of the packaging and printing sectors through innovation, technical expertise, and a focus on quality. In 2025, the company entered a new era with its acquisition by MAVNU, a consortium formed by MAVCO Investments and Avenue Capital Group. The new ownership structure is creating fresh momentum for growth, investment, and innovation across key strategic markets segments.

One of these segments is flexible packaging. “Flexible packaging represents one of the most exciting growth areas in our industry,” says Carsten Zölzer, CCO Print Solutions at hubergroup. “Brand owners and converters are looking for solutions that combine performance, efficiency, and sustainability. We are investing heavily to support them with the technologies, expertise, and service they need to succeed.”

Turning market insights into innovation

The packaging industry is changing rapidly, but hubergroup’s approach remains consistent: listen closely to customers, understand market needs, and develop solutions that address real production challenges.

Over 260 years, the company has continuously adapted to changing technologies and customer requirements. That experience has shaped a culture of innovation built on collaboration with converters and brand owners rather than product development in isolation. The result is a reputation for technical competence, application support, product quality, and customer service that extends across global markets.

“Customers need more than suppliers today,” says Zölzer. “They need partners who understand their processes and can support them in achieving productivity, compliance, and sustainability goals. That is the role we aim to play.”

Supported by its new ownership structure, hubergroup thus focuses on investing in people, research, and development with the goal of accelerating innovation and bringing new technologies to market faster.

Beyond formulation expertise, raw material insight has become central to credible compliance. By producing a significant share of our key inputs in‑house, hubergroup can trace materials back to source, validate composition against specification, and maintain up‑to‑date regulatory status across jurisdictions. The result is safer products, higher-quality documentation, and readiness for diverse regulatory regimes.

Advancing UV flexo performance

To meet the diverse demands of the flexible packaging market, hubergroup offers solutions across UV flexo printing, water based, and solvent-based technologies.

In UV flexo printing, performance is determined not by individual products but by how well the entire system works together. With its iray portfolio, hubergroup offers a fully integrated range of primers, laminating adhesives, inks, and varnishes designed to maximize efficiency, consistency, and print quality across packaging applications. Suitable for applications ranging from self-adhesive labels and shrink sleeves to flexible packaging formats, the system is available for both food and non-food applications and provides reliable performance throughout the production process.

“Converters expect every element of a UV flexo workflow to function together seamlessly,” says Darren Hallett, Director Business Development UV Flexo. “That is why iray is designed as a fully integrated system focused on consistency, efficiency, and performance.”

The portfolio provides strong adhesion, excellent scratch resistance, low odour characteristics, and high yield. Importantly, hubergroup has also ensured that iray products meet deinkability standards on both film and paper substrates, supporting the industry’s transition toward more circular packaging solutions.

Currently, the company is working on the next generation of technologies, with a new UV flexo series for food packaging scheduled for launch by the end of 2026.

Gecko: performance and recyclability combined

Beyond UV flexo, hubergroup supports converters with a comprehensive portfolio of solvent-based solutions that follows the same system‑oriented philosophy. Bringing together inks, varnishes and lamination adhesives in a coordinated system, Gecko helps converters achieve consistent results across a wide range of flexible packaging applications. Used in snack packaging, confectionery laminates, dairy pouches and pharmaceutical overwraps, the series is engineered for operational efficiency, dependable quality and high press performance. High colour yield, strong lamination bond strength, and stable rheology at elevated speeds make it a reliable choice for demanding production environments.

At the same time, recyclability has become a key requirement throughout the packaging value chain. In response, hubergroup has recently expanded its nitrocellulose (NC)-free portfolio. Alongside the PU-based Gecko Platinum series for high-performance lamination printing, hubergroup is currently introducing the NC-free Gecko CyclOne series for frontal, reverse and lamination printing. This further strengthens the company’s commitment to circular packaging solutions.

Water-based solutions supporting circular packaging

Complementing its UV and solvent-based technologies, hubergroup is also advancing water-based solutions for recyclable packaging structures. hubergroup’s HYDRO-X is a modular water-based ink platform that enables tailored solutions across paper, cardboard, aluminium, and plastic film applications. Its flexibility allows converters to adapt formulations to specific requirements while maintaining consistent print performance.

A key innovation within the portfolio is the range of barrier coatings that improve oxygen, water vapour, and grease resistance in recyclable packaging structures, including both mono-paper and mono-plastic solutions. These coatings help address key circular packaging challenges by enabling functionality while supporting recyclability.

Last year, the chemicals specialist also expanded its offering with HYDRO-X CONTACT, a direct food contact system that enables recycling-friendly mono-material packaging solutions while allowing print on the inside of food packaging. Such developments highlight how hubergroup combines sustainability objectives with the practical requirements converters face every day.

Investing in the future

The packaging market continues to evolve, creating both challenges and opportunities for converters and suppliers. For hubergroup, the response is clear: invest in innovation, strengthen technical capabilities, and support customers through a comprehensive portfolio of innovative solutions.

Recent milestones, including the expansion of the NC-free Gecko portfolio, full GIO compliance across food packaging products, and ongoing investments in R&D, reflect a company focused firmly on the future.

“260 years of experience have taught us that innovation starts by listening,” concludes Zölzer. “Our customers’ challenges drive our development work, and that is why we continue to invest in technologies that help shape the future of flexible packaging.”

As sustainability, performance, and efficiency become increasingly interconnected, hubergroup is demonstrating that long-term commitment to the packaging industry is about continuously translating customer needs into solutions.