"Every packaging designer and brand owner always asks the same question: 'what's new?'," says Nick Rowley, business development manager of GF Smith's packaging division. Raw material costs, he says, are always the biggest barrier to firms trying new materials. "You can have a material that ticks all the boxes, and is wanted by the end-user, the designer and the manufacturer, but if the material cost is out of budget, it won't happen."
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