The goal of the initiative is to boost the competitiveness of Chilean salmon products in the U.S. market, employing packaging innovation that aligns with environmental values and consumer expectations in the country, the contest sponsors announced on the website for the competition.

Building on the success of previous Amcor Lift-Off editions that have fostered partnerships and investments with pioneering companies in areas such as artificial intelligence-powered waste analytics, reusable packaging and bio-based materials, the Amcor Lift-Off Winter 2025/26 Challenge will focus on critical research and development priorities for flexible and paper-based packaging. Start-ups are encouraged to submit solutions that address one of three key areas:

The solution will provide brands with granular, real-time data on when and where packaging is recycled and the recycling rates of their products. These insights will ensure sustainability progress is accurately reported, ensuring compliance with Extended Producer Responsibility (EPR) requirements. Additionally, the process can help with the redesign of packaging content to use alternative or lighter-weight packaging, reducing compliance costs and their carbon footprint.

Inspired by the thick chocolate coating that envelops each stick, the packaging showcases a striking visual explosion of texture and indulgence.

Landor said the redesign features several key elements: