In the world of packaging materials, experts note that there is a definite need, and continual demand for shrink and stretch labels from the food and beverage industry.

Forty years ago, Kenner Products released Stretch Armstrong, an action figure that could stretch from its original 15-inch frame to four or five feet. Although not in the toy-making business, packaging materials manufacturers have had to literally stretch their capabilities to keep pace with beverage-makers seeking clean, sustainable labels that feature vivid colors, images, specialty inks and soft-touch finishes to connect with consumers.

Reston, Va.-based PMMI, The Association for Packaging and Processing Technologies, reported that the 20th anniversary of its Pack Expo Las Vegas tradeshow not only was a milestone event, but it also was a record-breaker.

Beverage marketers know that packaging plays an important role in sales. Just as important as the bottle or can that a beverage is packaged in, is how that package is labeled. Without it, consumers couldn’t tell which brand is which.

According to business blog Bizshifts-Trends, Al Ries and Jack Trout popularized the concept of “positioning” in the retail shelf space in their 2000 book “Positioning: The Battle for Your Mind.”