The 2003 Amcor Flexibles Packaging Design Prize Competition – open to design students throughout Europe – has been won by Alexa Lethen from Germany’s Hochschule Fur Bildende Kunste Hamburg for her squeez! flexible babyfood pack.

The competition brief was to design a flexible packaging product or ‘on-the-go’ eating or drinking.

Judging criteria included the ability to enhance sales appeal, the use of strategic thinking and the quality of the pack’s visual communication. Portability, ease of use, openability and disposal were also key.

The jury described the winning design as “an original idea to meet a growing consumer demand”.

Babyfood is traditionally packaged in glass jars or cans but squeez! is a new, integrated design combining flexible and rigid plastics.

“The entry shows great creativity and fulfils all elements of the Design Prize brief,” explains Amcor Flexibles PR and communications manager Alison Hilyer-Jones. “It is portable, easy to use and suitable for one-handed consumption or one-handed feeding. The jury liked the shape, brand name, idea, and the impressive 3D model.”