- A Knowledge Transfer Partnership between Newtown Packaging and Aston University will add Aston’s business expertise to an established firm
- The initiative will help Newtown scale its FUZE tape machine range and expand into new international markets
- Early progress has already halved waiting times for parts and cut component costs
Newtown Packaging, a Worcestershire-based packaging supplier and machinery distributor, has teamed up with Aston University on a two-year Knowledge Transfer Partnership (KTP) to scale up a high-growth packaging product line and explore new global markets.
The project will support the expansion of FUZE – a unique range of tape application machines that automatically apply double-sided adhesive tape in a wide range of manufacturing and packaging settings, from print and retail display to solar panel assembly. Already used in more than 30 countries, the machines offer a faster and more efficient alternative to manual tape application, especially for industries relying on temporary labour during seasonal peaks.
While early success has demonstrated the potential of FUZE, barriers to growth have included supply chain inefficiencies, unpredictable manufacturing and product lead times, and limited internal capacity to explore new markets. The KTP allows Newtown to call on the expertise and insight of academic researchers at Aston Business School to address these challenges head-on.
The partnership funding enables Aston’s academic experts to work directly with Newtown through a KTP associate, Vijayakumar Sethuraman. He is employed by the university but based within the business, and acts as a bridge between Newtown staff and Aston academics. With a background in electronics and robotics, and an MBA in operational sustainability, Sethuraman is supporting the company’s internal teams while drawing on Aston’s research base.
Early progress in this new partnership has already yielded significant results, including:
The KTP will also apply advanced digital tools – including generative AI technologies – to help Newtown better reach decision-makers in emerging international markets such as South America.
Dr David Carrington, senior lecturer in marketing and strategy at Aston Business School and the academic lead for the project, said:
“This is a great example of a KTP in action – we’re working with an established business on a new, innovative, high-potential venture that’s ready to scale. Our role is to bring academic insight and practical tools to improve supply chains, identify new markets, and embed that knowledge within the business for long-term impact.”
The project draws on the expertise of several Aston Business School academics, including Dr Krishna Balthu (supply chain systems modelling), Dr Arezoo Fakhimi (marketing technologies), and Dr Geoff Parkes (international marketing strategy), alongside Dr Carrington.
Luke Verrall, CEO of Newtown Packaging, said:
“We’ve had a long and positive relationship with Aston University through business support programmes, so this KTP felt like a natural next step. While our team focuses on the day-to-day running of the business, it’s incredibly reassuring to know we have a dedicated expert academic team thinking about our long-term development. We’re already seeing the benefits.”
For Newtown, the ultimate aim is to grow FUZE into a major part of the business, increasing its share of company revenue and building a platform for future exports and job creation.
Dr Carrington added:
“What’s especially exciting here is that the product is already proven – the challenge now is about scaling. This collaboration gives us the chance to turn academic research into real-world results, and help Newtown grow internationally in a meaningful and sustainable way.”
Knowledge Transfer Partnerships, funded by Innovate UK, are collaborative projects that bring together a business, an academic partner, and a qualified associate to deliver strategic innovation and business improvement. Aston University is a national leader in the programme, ranked joint-first in the UK for volume of active projects and first for overall project quality.
For further details about Aston University's KTPs, visit www.aston.ac.uk/business/collaborate-with-us/knowledge-transfer-partnership/at-work