Brand empowerment specialist API Group will enhance Haney’s creative and technical packaging offering as part of a collaborative partnership.

Haney, a specialist in packaging prototyping, has welcomed API to its VIA Alliance program, opening new opportunities for Haney’s consumer packaged goods clients across the US.

API is a manufacturer and distributer of foils, laminates and holographic materials, which create premium packaging solutions for brands across a range of industry sectors. These include drinks and spirits, confectionary, tobacco, perfumery, cosmetics and health care.

Haney’s VIA Alliance program provides access to the latest intelligence and innovation in packaging solutions by working with best-in-class packaging manufacturers.

Brands in the consumer packaged goods space, which seek out Haney for their prototyping, small-batch sales samples, and e-commerce packaging, are afforded access to the VIA library, which now includes API’s expansive selection of finishes and technologies.

“We understand the power of cooperation and by working in partnership with like-minded companies like Haney, we have the opportunity to offer more value to our customers,” says Richard Burhouse, commercial director at API Group. “This exposure alongside other world-class companies opens the door for us to work with designers on the creation of disruptive and stand-out packaging solutions. In addition to being proud of our products, we have always had confidence in our creative and technical capabilities, and we have elevated these further to help inspire brand owners and designers when it comes to packaging.”

Under the VIA Alliance program, brands will have access to API’s complete portfolio of products. This includes its latest solution developments, which combine a range of foils, laminates and holographic effects designed to maximize visual impact both on and off shelf for brands.

API’s Transmet product, a film-free alternative to traditional Metpol cardboard laminates that is fully recyclable, will also be available through the program.

Dan Haney, co-founder and president of Haney, says, “Haney is honored to welcome API into the world-class VIA Alliance packaging materials and technology library. API brings ultra-premium decorative products, innovative technologies, technical expertise, global reach and most importantly, a passion for packaging to the VIA program. API understands that simply manufacturing great products and selling through traditional channels isn’t enough these days. Best-in-class, like-minded companies such as API, Haney, and other VIA partners are reshaping the CPG landscape through valuable and highly active collaboration platforms like the VIA Alliance program. We look forward to the start of a long partnership with the API team.”