Revolutionising
The Future Of
Ambient Media
Packaging
(powered by great design,
print & technology)
Meet The Founder:
Ian Bates
Ian has worked in the packaging sector for over 30 years. He states “Much has changed during this time. Many mergers, acquisitions and technological change, nothing new for the world of printing. QR codes and RFID chips have transformed what’s now possible in a world of “phygital” media where physical experiences are integrated seamlessly with digital technologies and an interactive customer journey. The next step will be driven by AI - design, print and manufacturing on demand. It will change everything and rather like Moonpig’s personalised greetings cards - printed packaging for festivals and events will be no different”.
His recent blog post explains why he is relaunching PortaBrands.
Our Story
Founded by Ian Bates, REEL is a rebirth and rethink of PortaBrands - founded by Bates in 2005 who developed multiple, award-winning, IP protected paper-based products used by leading retailers, brands and event management companies such as Diageo, Tesco, The Cooperative, The Kia Oval, Twickenham, Carlsberg, Heineken, Costa Coffee, Coca-Cola and many more.
PortaBrands was sold to Tristar Packaging in 2010 and then acquired by Bunzl Plc. However, it has become evident that supplying innovative ambient media products takes media-savvy, experience and real passion.
That’s why PortaBrands is being relaunched as ‘REEL’.
Regenerative Packaging Pioneer
He has founded multiple ventures, patented inventions like PortaBottle® and PortaDrink®, and led teams at companies now part of DS Smith Packaging and Smurfit WestRock, focusing on waste reduction, plastic alternatives, and supply chain optimisation.
Thought Leadership
As a speaker, author and host of “The Y-Factor” podcast, Bates helps educate and inspire on regenerative and leadership challenges. He also collaborates with industry bodies like Two Sides to help combat greenwashing and promote evidence-based practices.
Entrepreneurial Visionary
From senior sales leadership roles at Metsä Group (1986–1994) to founding BLU8 Consulting, Bates has advised/is advising clients including EMGE, Colombier, NOA, The Sherwood Group, M&S, PRET, Waitrose, and Diageo on market strategies, innovation, and compliance. Start-ups, like PortaBrands, pioneered patented fossil-free packaging solutions for food and hospitality, leading to successful acquisition.
Regenerative Design Advocate
Majored in chemistry, biology and mathematics he went on to study a degree in Marketing, Bates blends technical expertise (e.g., moulded fibre, cartonboard) with creative passions like writing, licensed drone piloting, skiing, and sketching.
