Abstract: A method of product packaging wherein oblong sleeve-simulating product packaging labels are adapted to be printed with variable product information as weight data and are fed long-edge first towards a product packaging station while being maintain in an indexed relationship to a series of product items which are likewise fed towards the product packaging station. By adopting a long-edge-first feed direction for the packaging elements the indexed relationship with the product items can be established and maintained whereby direct printing of the variable data on the packaging elements or sleeves is feasible without the need to resort to printing on adhesive labels for application to the sleeved product.