UK-based packaging design agency Pillbox Design has won the Lion’s Lair, a Dragon’s Den inspired contest at Packaging Innovations London 2012, and was crowned the ‘King of the Jungle’.

Pillbox, which was the last of the four competitors to enter the lair, introduced a new concept called Stepbox, which consists of shelf-ready trays that lift the product up, displaying it on steadily increasing steps.

In order to achieve shelf standout, the step mechanism is activated prior to placing the tray on the shelf.

Pillbox Design managing director Duncan Robinson, commenting on the achievement, said, "It’s great to win Lion’s Lair with another innovative product this year. Stepbox is simple, effective and a great way to give products added shelf impact."

Esko, Tinware Direct and Bio Resin were the three other companies that participated in the competition.

Esko introduced its WebCenter 3D Viewer, a web-based platform that manages pre-production approval and project life cycle, and enables to view, markup and approve CAD files, PDF files and image files in a browser.

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Tinware Direct unveiled a new manual sealing tin can PRESSITIN that allows sealing a can with a simple push-on closure.

Another participant Bio Resin presented a new sustainable material for injection moulding and sheet/thermoforming applications, combing polypropylene with fibres from chicken feathers.

Bio Resin also introduced thermoformed trays made from a PHA-based resin, which are totally renewable, biodegradable and home-compostable, making them suitable for bakery, confectionery, green produce and meat trays.

The panel of expert judges included The Packaging Society training manager Ian Morris, AVA Packaging packaging development consultant Alison Vincent and Packaging News feature editor Philip Chadwick.