An end effector for engaging flexible packaging materials includes a frame, along with a first and second wheel mounted for rotation with respect to the frame. The first wheel and the second wheel are mounted to the frame relative to each other so that the outer surfaces of the two wheels are positioned opposite of each other. The first wheel and the second wheel can be driven in opposing directions to effectively define a roller intake which can be used to draw the flexible packaging materials of a target parcel between the first wheel and the second wheel. The end effector of the present invention can be combined with a robot to provide an improved system for engaging the flexible packaging materials of a parcel.