E-Paper’s Killer App: Packaging

The cereal aisle at your local supermarket may soon resemble the Las Vegas strip. Electronics maker Siemens is readying a paper-thin electronic-display technology so cheap it could replace conventional labels on disposable packaging, from milk cartons to boxes of Cheerios.

In less than two years, Siemens says, the technology could transform consumer-goods packaging from the fixed, ink-printed images of today to a digital medium of flashing graphics and text that displays prices, special offers or alluring photos, all blinking on miniature flat screens.

"When kids see flashing pictures on cereal boxes we don’t expect them to just ask for the product, but to say, ‘I want it,’" said Axel Gerlt, an engineer at Siemens tasked with helping packaging companies implement the technology.

By Bruce Gain

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