Alibetopías 2018, an event about innovation in the food sector


October 18th, 2018 the fourth edition of the innovation forum Alibetopías took place, organised by the Spanish Federation of Food & Beverage Industries (FIAB). It gathered over 300 people, experts, entrepreneurs, managers, researchers and representatives from the Administration.

In order to address the new needs of consumers, our CEO Sisón Pujol, shared her knowledge and expertise on the importance of packaging as a “silent seller” of brands and products.

Her presentation was framed within the section of innovation and internationalisation as key influences in the growth of the industry.

Packaging: the silent seller that best communicates

Faced with the question: How can I sell my product or my brand to a consumer that is increasingly demanding? we believe that packaging always plays an important role as a key piece in communication and in the transmission of brand values.

Good packaging goes beyond the product itself. It is essential to distinguish the product in store displays, attract attention and connect with the consumer by offering a global experience, which starts at the point of sale and often ends at home.

In recent years, packaging has proven to be full of new possibilities thanks to a multi-channel advertising framework and the rise of both social networks and electronic commerce. Given this scenario, packaging has established itself as the great link between the online and offline world.

As an example, Sisón Pujol shared the Lékué case study with the attendants of the Alibetopías Forum. A collaboration that started over 10 years ago, whose main objective was to design product packaging that could work as the main communication vehicle. Conceived to convey the company’s five business principles: functionality, image, emotion, internationalisation and communication. As a matter of fact, our packaging design was bound to reflect Lékué’s soul and reason for being, turning it into the axis of communication.

Our design connected directly with the consumer. It made it easy for the consumer to understand the use of the products and broke the barrier which, at that time, existed related to the use of silicone and the microwave.

In addition, our CEO also made reference to other projects of the food sector, developed in Nomon Design, for which packaging had been essential, such as Rocook, Le Creuset, Valira, Blanxart or Ametlla +.

Awarded for our packaging design

Our ongoing collaboration with Lékué granted us several awards for the design of product packaging. In 2012, Lékué received the National Innovation and Design Award in the category of Companies, which rewarded change and the incorporation of design into the company’s strategy.

In 2015, we received the Bronze Laus in the category of Graphics – Packaging – Large Audience, for the design for the special-edition packaging of Lékué’s steam case. A design characterised by being 100% reusable, suited to surprise at the point of sale and prolong its life at home. A double-use packaging that allowed it to become both an apron and also a recipe book, showing daily ideas to have a simpler and healthier diet.

Additionally, last June we received the 2018 IED Design Awards prize of the best packaging project for our trajectory with Lékué.

An award that was granted for our commitment to design, quality and creativity of our packaging for Lékué products, carried out during over 10 years of our collaboration with them – a factor that has been key to the company’s growth, allowing them to now have 23000 points of sale for their products, which can be found in over 50 million homes around the world.

4th edition of Alibetopías, the innovation forum in the Food & Drinks sector

Alibetopías is a conference, especially directed to all the agents that are part of the Food & Beverages sector, in which they can explore new synergies and promote knowledge that helps companies in the sector to increase their size and be more competitive in the international market. In addition, it tries to inform about the need to gain perspective and improve knowledge about R&D& I policies, to promote and encourage the use of collaborative formulas and the creation of strategic alliances.

Recognised speakers with a long history linked to this sector take part in this event, offering and sharing their vision and knowledge on latest innovative trends in different formats: small presentations, roundtables, product demonstrations, etc. This is partly why Alibetopías is often presented as an interesting professional networking opportunity.

The FIAB, along with the Ministry of Agriculture, Fisheries & Food (MAPA) developed a Strategic Framework for the industry to contribute to the improvement of the Spanish economy as a whole, with year 2020 as a horizon. In relation to this framework, the Food & Beverage industry has acquired 4 major challenges: efficiency, creation of value, internationalisation and galvanisation.

To achieve these goals, the FIAB has the collaboration of the Technological Platform Food for Life-Spain (PTF4LS) endorsed by the Ministry of Science, Innovation & Universities, which helps identify other R&D&I programs and projects that serve as a framework to foster strategic alliances between companies and / or technology centres.


Tags: Branding strategy, Communication, Lékué, Nomon Design, Packaging design