A joint industry and European Commission project called FACET (Flavours, Additives and Contact materials Exposure Task) is addressing safety and traceability in food packaging. It will coverall types of packaging materials and the manufacturing of composite material packaging products such as paper and board and foil. Europe's packaging industry is embarking on a major data collection exercise to avoid uninvited" substances that can enter the food chain. On the design side, Swedish papermaker Billerud and a Scandinavian packaging design agency have formed a joint venture to offer fast-tracked innovation and packaging development in the retail food, pharmaceuticals and fast moving consumer goods sectors. Meanwhile, brand superiority and commercial advantage for packaging paper and board could lie in proof that it can achieve greater consumer impact than another material. The carton sector recently published a study to show that the flat surfaces of cartons assist brand recognition.