Sector News

Sealed Air introduces corporate brand for customers’ future packaging demands

May 6, 2023
Energy & Chemical Value Chain

Sealed Air has changed its corporate brand to SEE, taking the next step in reinventing the company and partnering with customers to deliver packaging solutions integrating automation, digital and sustainability, creating value for their businesses.

The company asserts that SEE’s growth and earnings performance have “significantly increased” over the last five years built on the SEE Operating Model and executed by the SEE Operating Engine and SEE Operational Excellence.

Commenting on SEE’s corporate rebrand, Ted Doheny, president and CEO says: “We are relentlessly reinventing SEE from product-driven to a world-class, market-led company powered by automation, digital and sustainable packaging solutions.”

“SEE is making the future of packaging real and we expect this to enhance our valuation.”

SEE supplies packaging for more than 30 billion products globally each year. The new corporate brand represents the power of the company’s brands and solutions, including equipment, services and materials.

The company says its new corporate brand and logo directly reflect its transformation.

Automation, digital and sustainability
SEE’s new logo visually represents the next stage in reinventing the company. The three crescents that make up the circle represent automation, digital and packaging with the full circle representing SEE’s commitment to sustainability and circularity.

Automation: SEE enables customers to unlock productivity and savings by designing, manufacturing, sourcing and delivering automated packaging solutions with paybacks shorter than three years. The company is on a path to more than double its automation portfolio by 2027.

Digital: SEE’s digital printing and online value-added services empower brand owners to improve business performance and operational efficiency. The company expects over 80% of its sales to be transacted digitally by 2027. SEE’s solutions reach consumers through engaging and cost-effective digital designs and content.

Sustainability: SEE continuously brings customers innovative materials and applications that reduce waste, extend shelf life, increase protection, enable circularity and reduce carbon impacts of products and packaging. Nearly 20% of its materials portfolio comes from recycled or renewable sources. SEE’s Net Positive Circular Ecosystem makes sustainability affordable for customers by lowering their total cost through automation, digital and innovative packaging solutions.

In other news
Earlier this week, Sealed Air collaborated with other industry leaders including ExxonMobil, Cyclyx International and Ahold Delhaize USA, to scale advanced recycling collaboration after the successful conclusion of a year-long trial.

For the trial, Sealed Air converted certified-circular PE resins into a food-grade flexible film that is used to package select Nature’s Promise fresh poultry. The packaging then returns to stores used on products purchased by customers, demonstrating an example of the circular economy.

“By collaborating with suppliers and customers, we were able to identify, design and commercialize an innovative, flexible packaging solution that supports circularity,” remarked Ron Cotterman, vice president of global corporate affairs at Sealed Air.

Global market researcher Innova Market Insights pegged “Plastics circularization” as its leading packaging trend for 2023. The market researcher found that 61% of global consumers believe the increased use of plastic packaging is necessary – although perhaps undesirable – since the COVID-19 pandemic for safety reasons.

Moreover, through a call for tenders, the main organization in charge of end-of-life household packaging in France, Citeo, selected two projects to introduce new recycling technologies for PET pots and trays in the country. The selected projects will handle approximately 17,000 metric tons of packaging used to pack fruits and vegetables, pastries, or charcuterie from 2025.

Regarding the rebrand of Sealed Air to SEE, Doheny says: “We are solving our customers’ critical packaging challenges to make our world better than we find it.”

Edited by Natalie Schwertheim


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