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Environment

Wine merchants launch protective packaging

Online wine retailer Laithwaites has teamed up with packaging supplier DS Smith to create a new packaging that is both plastic-free and more durable.

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Wine retailer Laithwaites has launched a new sturdier, sustainable packaging

DS Smith began the project by monitoring the often long journey that wine bottles can take on their way to consumers.

Rob Carle, UK head of sales at DS Smith says: “It is the last mile when the package is in the courier network that is the most challenging…this final stage sees the package knocked and rolled about in the back of a van.”

DS Smith used this knowledge to create a packaging that would give protection from the bumps and jolts that are an inevitable part of the delivery network.

To make sure the packaging would survive the trip, Laithwaites used DS Smith’s innovative DISCS technology which replicates the journey that produce will eventually take. This includes using drop-test video footage.

After Blue Planet unveiled the true impact of plastics on the environment and in response to direct consumer feedback on our packaging, we took a positive step to completely eradicate plastic from our supply chain

Andrew Hawker, head of logistics at Laithwaites says: “The drop test video footage is a great asset for us. Not only does it showcase the design expertise and performance of our packaging, but it also supports our conversations with couriers should our products arrive damaged or in a poor condition.”

Not only is the new packaging stronger, but it is also more sustainable. Laithwaites has always used recycled fibres for their boxes, but they wanted to extend this to their wine bottle packaging too.

Hawker says: “After Blue Planet unveiled the true impact of plastics on the environment and in response to direct consumer feedback on our packaging, we took a positive step to completely eradicate plastic from our supply chain with the expert support and insight of DS Smith.”

The wine bottles will now be packaged in corrugated board which is 100% recyclable at end of life as well as being highly protective.

If you have any comments on this story, or would like to get in touch, please email me at zoe@linkpubishing.co.uk or join the conversation on Twitter.


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