Nestlé Malaysia plans to collaborate with Limkokwing University of Creative Technology in research and development in line with its plan to develop packaging innovation in all relevant areas.

According to Nestlé‘s packaging technology manager Lim Seng Huat, the biggest food company in the world is presently intensifying its activities in packaging design globally, and “we seek to establish contacts and more long term relationship with design networks”.

Both sides recently met to discuss collaboration on a number of areas, specifically design, industrial design, packaging design and innovation methodology.

Nestlé‘s vice president of packaging Helmut Traitler and Gordon Lane, Head of Global Package Innovation visited the Limkokwing campus, meeting with the university college’s president Tan Sri Dato’ Dr Lim Kok Wing and his senior executive team.

Traitler said Malaysia is an important market for Nestlé and it is keen to establish links with Limkokwing as the latter is known in such fields as consumer marketing and branding.

Packaging, according to Traitler has always been important to Nestlé and it will be even more important in the future because “we recognise that while differentiation through product quality is our main driver, the presentation on the shelf and the design of the package will have an increasingly important contribution to the consumer’s choice. The packaging is the final decision-maker because it is the last communicator to the consumers before their choice – and we estimate that up to 70% of the choices are made at point of sale.”

Industry within university concept

Tan Sri Lim said there are many opportunities for the two organisations to collaborate, the university college’s position as a leader in the promotion of creativity and innovation making it an ideal choice for industry players seeking to work with educational institutions to develop research and development.

He said Limkokwing’s unique industry within university concept means it works closely with industry not only to produce the right workforce for the country but also to create content for industry.

Through Malaysia Design Innovation Centre, the university college’s professional arm, collaborations with industry will be established that allow students to connect with innovative thinkers and designers. These ties also boost industry as the students represent a future resource pool.

At the various business units set up at the Innovation Centre to allow for students to learn to create and manage products and services, they learn to incubate ideas into commercially viable content that companies are likely to invest in.

Becoming competitive

Tan Sri Lim stressed on the rationale behind the concept of MDI, saying, “The global competition is such we have to design and brand our own products and services so the world would come to know about the brands we have. We must build our own reputation as a quality country capable of producing high quality goods.”

Revealing that he hopes to put in place more collaborations similar to the one forged with Nestlé, he said, “The innovation centre is where companies could hatch future plans to advance their business ideas and concepts. It would provide the space and support in terms of equipment, facilities as well as support staff.”