Avery Dennison has launched an open call for application seeking bold innovators with breakthrough solutions in overt anti-counterfeit features, tamper-evident packaging, and digital authentication to set new standards in product protection.
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Securing products through advanced materials, packaging and processes
The problem
Counterfeiting is escalating, and traditional packaging solutions are struggling to keep up. Brands need advanced, multi-layered security to protect products and maintain consumer trust. The key challenges today include:
Overt authentication — visible, easy-to-identify features that are hard to replicate, embedded in prime packaging
Covert authentication — hidden markers that can only be detected with specialized tools, providing an extra layer of security
Tamper-evident protection — technologies that instantly signal any unauthorized interference or access
Consumer confidence — clear, reliable methods for consumers to easily verify product authenticity
Secure Supply Chain — advanced technologies that prevent diversion, substitution, and unauthorized distribution
In today’s market, packaging needs to do more than just protect a product—it must build trust, ensure security, and enable traceability across the entire supply chain.
What we’re looking for (and beyond!)
We seek solutions that enhance brand protection and combat counterfeiting through integrated security features in labels and packaging. Ideal innovations should seamlessly fit into existing processes while strengthening both physical and digital security. Key solutions in:
Advanced materials – security inks, holograms, microprinting, and embedded markers
Tamper-Evident and covert packaging – seals, void labels, invisible markers, and smart coatings
Authentication technologies – DNA markers, AI-driven scanners, and blockchain-enabled traceability
Digital authentication and connected
security solutions
The problem
As commerce shifts online, counterfeiting is harder to track and eliminate—especially in FMCG, pharmaceuticals, auto parts, and personal care. Physical security isn’t enough—we need scalable, digital-first solutions that provide:
End-to-end tracking — visibility from factory to consumer
Real-time authentication — instant verification anywhere
Seamless integration — works within existing supply chains
What we’re looking for (and beyond!)
Track and trace systems — blockchain, IoT, and GPS-powered unique digital identifiers
Consumer authentication apps — mobile-friendly verification at the point of purchase
AI and machine learning-powered authentication — automated label/package recognition to detect fakes
Connected packaging — NFC, RFID, and digital product passports for easy authentication
If you believe your startup can answer to one of the two challenges, apply here:
https://docs.google.com/forms/d/e/1FAIpQLSfioH3-xDjMPsDsrv_1WLWomny9HNPTOLuC2qotkPdeCzCFPA/viewform
