Companies constantly innovate and redesign their packaging to boost performance, enhance sustainability and improve marketability. Here’s a look at three recent packaging product launches or revamps on Packaging Dive’s radar.
Fill and fill again
Terra Delyssa olive oil is now available in refill pouches in addition to the signature glass bottle.
The pouches are designed so the nozzle fits perfectly into one of the brand’s glass bottles so consumers can refill without a funnel or other tools, according to a press release from parent company CHO America.
The opaque pouch material protects the oil from light exposure and preserves taste and composition, the company says. Plus, the pouch package weighs 96% less compared with the traditional glass packaging, with a 60% lower carbon footprint, CHO America says.
“This innovation started with our consumers,” said CHO America CEO Wajih Rekik in the news release. “They told us they loved our olive oil and our glass bottle — and they wanted a way to keep using it, not throw it away. The refill pouch is our answer.”
Top swap
Top Cup, which bills itself as a next-generation reusable aluminum cup brand, has made its market debut. Top Cup is the new name for Ball Aluminum Cups. In March 2025, Ball announced it would sell a majority stake in its cups business and form a joint venture to take it over.
Top Cup’s products are made from 90% recycled aluminum. While they’re intended to be washed and reused, the cups can also be recycled, according to a news release.
For its phased rollout that began in January, Top Cup is offering a collection of cups with licensed National Football League logos for 15 teams, with more coming soon. They also offer cups with select NFL and Super Bowl imagery.
Banding together
Saica Group worked with Unilever to come up with a fiber-based band for multipacks of Axe deodorant that replaces the plastic shrink film previously used. The band is designed for recycling, Saica said in a news release.
The self-adhesive band enables easy unpacking and consumer handling, the company says. It’s made from high-performance paper engineered for mechanical strength, durability during transport and compatibility with high-resolution printing processes.
The new equipment will also help Unilever improve its energy efficiency, according to the news release. The fiber banding process uses less energy than the previous high-temperature shrink-wrapping machinery.
The paper bands have already been introduced on Axe multipacks in France.
