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Protective properties of plastic make it one of the world’s most sustainable performers in delivering environmental, economic and social value. Market drivers such as demographic and lifestyle changes, improved consumer convenience, enhanced shelf appeal, increased shelf life, reduced food waste, and sustainability are putting increasing demand on materials suppliers, converters and brand owners to continue to deliver innovative packages. These market drivers and associated performance requirements have led to development of packages based on complex formulations and film structures. This presentation will translate complex packaging performance requirements into key functionalities needed in the package and the process followed to select appropriate raw materials and package design to help simplify package development.