01

Long before billion-person broadcasts and second screens, tens of thousands gathered in ancient Greece to watch athletes compete at ,

one of the earliest large-scale, organized spectator sporting events. Today, that same instinct to gather, cheer and belong lives on — but technology has steadily transformed the experience, from televised broadcasts to color, to streaming, to second-screen engagement, and ultimately to fully connected ecosystems.

Modern sports fandom no longer begins at kickoff or ends with the final whistle. It’s now an always-on experience. It lives everywhere — from stadiums and tailgates to bars and backyards — stretching far beyond the boundaries of the field.

And behind that transformation lies an often-overlooked force: packaging.

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02

The Global Sports Phenomenon

“Sports have a way of uniting all of us. It dissolves tension amongst folks who come together with a common, shared belief and shared passion for the sport itself.”

— Dan Corso, President, Atlanta Sports Council

There is a term sociologists use to describe the energy of a live event: . It’s the electric feeling of thousands of people experiencing the same emotion at the same time.

Few moments illustrate this idea of collective effervescence more powerfully than today’s international football tournaments.

“You’re looking at billions of people following a single sporting event over weeks, completely invested in how their team performs,” said Dan Corso, president of Atlanta Sports Council. “There aren’t many experiences that generate that level of sustained passion at that scale.”

Sports reach people wherever they are, but they still rely on physical touchpoints. Packaging makes that invisible connection tangible.

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03

From Disposable to Collectible

A branded cup. A food tray in team colors. A multipack featuring national flags. These objects become a kind of social uniform, subtle but powerful signals of belonging.

In a world where so much of life is digital, this physical expression of identity carries real weight.

As sports brands increasingly behave like lifestyle brands, packaging has taken on new meaning. Limited-edition packaging tied to tournaments, rivalries and championships has become increasingly commemorative — marking moments fans choose to keep.

“When you’re shopping for your favorite brand, that connection to the local team or to the sport you love is a way in which packaging brings you closer. Sometimes it takes the form of a commemorative package — something that you keep for longer, just to remember that connection to that event or the team.”

— Roxanne McSpadden, New Business Development Director, Ģ��TV����

This isn’t a new phenomenon. As early as the , sticker albums and licensed collectibles turned major soccer tournaments into immersive experiences. By the 1980s, sponsors began transforming packaging into large-scale storytelling platforms.

Today, that evolution continues through premium finishes, structural design and advanced printing techniques that elevate packaging into something worth keeping.

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04

Where the Experience Begins

Inside modern venues, the fan experience has become as curated as the game itself. Stadiums are now entertainment districts, offering premium food, mobile ordering and social-first environments designed for sharing. Food and beverages are central to the experience.

Packaging enables speed, portability and shareability at scale: A paperboard tray that can be carried through crowded concourses. A sturdy cup that survives a full match without spilling. A container that is visually distinctive enough to be photographed and shared.

“Being able to just enjoy the experience with minimal disruption is a key part of packaging at the stadium.”

— Roxanne McSpadden, New Business Development Director, Ģ��TV����

At scale, this also means managing significant waste, prompting a shift toward more circular materials designed for recycling or composting.

ROOKIE OF THE YEAR

The new True‑View paper cup is designed so servers and fans can actually see the perfect pour. Its translucent paper window allows for accurate one‑pint or 500ml measurements, while a natural coating helps control foaming — bringing the performance of clear plastic cups into a paper-based, recyclable format with strong branding potential and high renewable content.

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05

The Home Becomes a Second Stadium

If the stadium is the epicenter of fandom, the home is where it ripples outward. Packaging becomes part of the infrastructure that makes game-day rituals possible.

Limited-edition multipacks and bold tournament graphics transform everyday products into signals: this is game day. Innovations like gravity-fed fridge packs keep branding visible throughout the tournament.

Meanwhile, connected packaging — through QR codes and digital integrations — links physical products to second-screen experiences, from exclusive content to promotions, bridging the gap between tangible and digital fandom.

Even fresh food plays a role. Packaging formats like paperboard trays and sealed solutions for dips and prepared items make it easier to bring elevated, shareable experiences into watch parties, reinforcing the communal nature of the game.

PACKAGING MVP

PaperSeal trays are ideal for foods typically shared at home or on the go — like dips, snacks and prepared items — using a paperboard structure that significantly reduces plastic while maintaining the strength needed for serving and transport.

The result is a seamless continuum: from stadium to store shelf to living room, the experience remains consistent, immersive and shared.

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06

Holding Onto the Game

In an increasingly digital world, live sports remain a treasured shared experience. Packaging helps carry that energy beyond the venue, scaling the moment from stadium to sofa.

Because being a fan today isn’t just about watching. It’s about participating. And sometimes, that connection begins with what you hold.

01

The bond between humans and animals is ancient.

Long before the idea of a “pet” existed, people partnered with animals for survival — and, at times, companionship. Over time, those relationships evolved, setting the stage for modern pet care.

From Wild to Well-Cared-For: A Pet Evolution Timeline

CITATIONS

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02

Trends Redefining Modern Pet Care

TREND 1

Human-Grade, Premium Pet Care

Rising expectations are reflected in record spending, driven largely by nutrition and daily care, according to the .

As pets are treated more like people, “good enough” no longer applies. Products are expected to meet the same benchmarks for quality, safety and design as those for people — driving packaging innovation that preserves premium ingredients.

“Modern pet care packaging isn’t just about containing; it’s about preserving taste, texture and nutritional integrity over time — especially given how discerning pets can be and how critical it is for owners to get their diet exactly right.”

— Chuck Tarlton, New Business Development Director, Ģ��TV���� International

“IntegraFlute bag-in-box packaging combines protection with ease of use,” said Tarlton. “It acts as both the delivery system and the ready-to-use decanter, eliminating the need to transfer food. Designed to be resealable, durable and beautifully branded, it keeps food fresh while fitting seamlessly into the home.”

IntegraFlute is an integrated bag-in-box solution for large-format packaging that preserves and protects the product and is easy for pet parents to handle and recycle.

TREND 2

Convenient, On-Demand Pet Care

Like every part of modern life, convenience defines pet care. Services that once required a trip — grooming, veterinary visits, training and fitness — are coming directly to the home through mobile and on-demand models.

At the same time, e-commerce reshaped how pet products are purchased, with auto-ship subscriptions and direct delivery accelerating rapidly. By 2030, e-commerce may account for about one-third of all U.S. pet spending, according to .

“The COVID pandemic led to a huge surge in online purchase of kibble,” Tarlton said. “People no longer wanted to drag a big bag of kibble home when it could be delivered.”

Traditional formats — like large, heavy bags — were built for in-store retail, not the realities of shipping. In response, packaging is evolving from static formats to multi-functional systems designed for transport and everyday use.

“The pet food bag hasn’t changed much since the beginning, and that bag is not supporting the new channel of e-commerce on its own,” Tarlton explained.

Paperboard innovations, like IntegraFlute or Z-Flute heavyweight folding cartons, are engineered for the rigors of e-commerce: strength for transport, with barrier layers that maintain freshness and contain grease. Designed as ship-and-store systems, these formats can move seamlessly from delivery to everyday use, combining protection, convenience and brand presentation in a single solution.

Z‑Flute paperboard offers added structural strength for distribution, supporting the transport of heavier pet products.

TREND 3

The Shift to Sustainable Pet Care

In 2024, a estimated that more than half of people around the world are pet parents. Combined with rising pet spending, and , the pet industry’s environmental footprint is under increasing scrutiny.

“Pet owners today are far more conscious of the environmental impact of the products they bring into their homes.”

— Helen Robertson, Brand Manager, Inspired Pet Nutrition

Addressing these challenges requires new approaches to materials, structure and performance — areas where packaging innovation is advancing. , a brand by Inspired Pet Nutrition, transitioned from plastic shrink film to fully recyclable paperboard cartons by Ģ��TV���� to align with evolving consumer expectations around quality and sustainability.

“Sustainability was a major driver behind the move to recyclable paperboard packaging because today’s pet owners increasingly want the brands they buy to reflect their own values,” said Robertson. “For Classic Cat, moving away from shrink film allowed us to demonstrate that even an accessible, everyday cat food brand can take measurable steps to reduce environmental impact without compromising on quality or affordability.”

Classic Cat transitioned from plastic shrink film to fully recyclable paperboard cartons with Ģ��TV����, advancing sustainability without compromising everyday quality.

That move reflects a broader business-wide focus on reducing environmental impact and embedding more responsible practices throughout the supply chain. ���ܳٳ�����’s was the first dog food brand to move away from plastic shrink film packaging in 2018, and by adopting recyclable paperboard for multipack canned pet food, they reported the elimination of 856 metric tons of plastic waste between 2019 and January 2024.¹

The shift to paperboard also enhances shelf presence and the consumer experience. Packs are easier to stack, store and access, while offering improved protection and recyclability.

The format provides a larger canvas for communicating quality, nutrition and sustainability. As pet owners grow more invested in their animals’ wellbeing, packaging plays a critical role in how that information is delivered.

As part of its overarching sustainability plan, ���ܳٳ�����’s sought to change its packaging from plastic shrink wrap to a recyclable, fiber-based solution and turned to Ģ��TV���� to help them accomplish this goal.

“Consumers appreciate the reduced plastic and recognize the effort to make more sustainable choices,” said Natasha Bryant, senior brand manager of ���ܳٳ�����’s at Inspired Pet Nutrition. “We expect to see further innovation in recyclable and lower-impact materials, as well as smarter design that supports portion control and ease of use. Importantly, packaging will also remain a key storytelling tool, helping brands communicate quality, transparency and their broader commitments in a clear and credible way.”

¹ Based on sales of 6, 12, 18, 24 packs in five years (2019 to 2024) multiplied by the weight of plastic shrink that would have been used per product. Based on weight of 22g plastic bottle.

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03

Packaging the Future of Pet Care

What began as companionship thousands of years ago has become a complex ecosystem defined by human-grade quality, on-demand convenience and sustainability, all converging in the same place: the package.

New Ģ��TV���� solutions, like Boardio and IntegraFlute, are redefining packaging: delivering on the brand promise, safeguarding ingredients, simplifying routines and reducing environmental impact.

Meet Boardio: the future of pet packaging with an easy-open, re-closable, scoop-friendly design.

In a market built on trust, the future of pet care will be defined not only by what goes into the bowl, but by how it is delivered and protected.

01

Early on, the microwave oven felt more like a science‑fiction experiment than a kitchen essential.

Yet over time, it reshaped how people eat, sped up daily routines and catalyzed an entire ecosystem of packaged foods — many made possible by advances in microwave packaging like susceptor technology.

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02

A New Way to Cook Takes Shape

The microwave oven traces back to World War II radar research and accidental discoveries that microwave radiation could heat food rapidly. Scattered experiments led to key patents in 1946, according to , and the creation of the first commercial microwave unit from Raytheon called Radarange. It wasn’t until 1967, however, that Raytheon released the first countertop microwave oven: the Amana Radarange, a more compact and affordable option.

Left: The Radarange from Raytheon is the first microwave oven on the market in 1947. Right: The Amana Radarange model was the brand’s first home microwave oven, released in 1967.

Credit: , and , via Wikimedia Commons

“Very early on, people realized that this was a technology that could cook food really fast, but it took a long time to get from development into the household,” said Allison Marsh, associate professor at the University of South Carolina and a contributing editor to IEEE Spectrum.

Microwave ovens from Raytheon, Tappan and Sharp found their consumer breakthrough in the 1960s and 1970s. As the size compressed and the costs dropped, adoption skyrocketed, and by the end of the decade the microwave oven had cemented itself as a defining feature of the modern home kitchen. As the pace of work and home life intensified, the microwave emerged as a symbol of efficiency and a cultural marker of a hurried but convenience‑driven lifestyle.

“There was an evolution of food intentionally designed for the microwave oven. It was clear this trend was here to stay.”

— Carlos Carillo, Vice President, Global Innovation, Ģ��TV���� International

Beyond households, microwave ovens became staples of office breakrooms, rewriting work‑lunch routines and quietly enforcing new rules of microwave etiquette. They fueled on‑the‑go eating by turning convenience stores, dorms and hotel rooms into makeshift kitchens, aligning with the rise of fast food, vending machines and packaged snacks. More than an appliance, they normalized faster, more individual eating untethered from the traditional kitchen.

Trivia: Microwave Culture

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03

How Push‑Button Cooking Changed the Household

Microwave cooking democratized the act of making meals in an era when domestic roles were rapidly changing. Cooking no longer required culinary skill or time, just the confidence to push buttons.

That accessibility broadened who cooked: men, teenagers and especially kids, who could heat their own after‑school snacks and experiment with food independently. And suddenly, women managing busy households had more creative options to adapt and invent meals within tight time constraints.

Microwave adoption surged alongside several parallel cultural shifts, including rising participation of women in the workforce. From 1971 to 1997 in the U.S., the number of women at work* grew by more than 40%. During that same time in the U.S., microwave oven ownership** rapidly rose from less than 1% to over 90%.

*Women 16 years and over employed in the U.S. civilian labor force ()

**Assumes constant household microwave penetration in the U.S. market ()

In dual‑income households, the microwave became both a practical tool and a cultural enabler, reducing prep time for family meals, redistributing responsibility and redefining independence at home.

“The microwave slides right into all these different cultural trends, and it changed expectations around cooking,” Marsh said.

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04

Packaging That Made Microwaves Practical

“From the earliest days of the microwave oven, we have helped define what’s possible inside it. Ģ��TV���� leads the U.S. market in active microwave packaging, engineering solutions that harness microwave energy to improve cooking performance, quality and convenience in everyday life.”

— Carlos Carillo, Vice President, Global Innovation, Ģ��TV���� International

“Packaging and the microwave go hand in hand,” said Marsh. “People didn’t trust the microwave at first. Packaging helped explain what was microwave‑safe and how it worked. It showed people that this food was sealed properly, safe to eat and part of a complete meal. It also stepped in where the microwave fell short, trying to deal with things like browning or texture.”

Consumers expected not only speed but also higher quality, sparking innovations aimed at solving the microwave’s early shortcomings: uneven heating, soggy textures and a lack of browning. While microwave ovens provided the technology, it was packaging innovation that enabled their mainstream culinary success.

“There was a clear opportunity to improve the consumer experience of packaging for microwaves,” Carrillo said. “Microwaves introduced conditions very different from traditional ovens, which meant packaging materials had to evolve to perform reliably and safely.

“Any time packaging actively interacts with microwave energy, safety is paramount. That’s why our R&D teams rigorously test and evaluate our advanced microwave packaging, and we work closely with customers to ensure materials behave exactly as intended in the microwave. With susceptor technologies, the focus is on precision and effectiveness, ensuring consistent results while meeting established safety standards.”

Since the beginning of microwave disruption, Ģ��TV���� has quickly adapted to meet customer expectations for microwave packaging that is more circular, more functional and more convenient than existing alternatives. Left to right, top to bottom:

1. Qwik Crisp susceptor for bread and dough-based foods in cartons, sleeves, discs and trays;
2. MicroFlex-Q flexible packaging film with susceptor technology for grab-and-go foods;
3. Flexible, lightweight, printed susceptors for high-quality browning and crisping.

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05

A Cultural and Technological Disruptor

The microwave oven’s global impact reaches far beyond kitchens. It helped normalize “heat‑and‑eat” culture; enabled the rise of single‑serve meals; and influenced work schedules, household routines and even social norms around cooking.

Yet its success was not the appliance alone. Without the parallel breakthroughs in microwaveable packaging — particularly the rise of susceptor technology — the microwave oven might have remained a reheating tool rather than a catalyst for a global culinary shift.

“When we think about what is next for the microwave, the packaging and the food for microwave applications will continue to evolve with the needs of the consumer,” said Carrillo. “There are still opportunities for us to continue to improve microwaveable packaging to make it easier for everyday life.”