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Environment

Frying up a treat with DS Smith

UK supermarket chain Morrisons has paid a special tribute to DS Smith after the packaging specialist developed an innovative solution for its bacon products.

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Morrisons’ Best Bacon now features environmentally friendly packaging

Farmers Boy, together with Morrisons, had been seeking to re-launch the Best Bacon product to improve its Retail Ready Packaging (RRP) solution and attract shoppers in store.

DS Smith had simultaneously been exploring a new RRP design using sustainable fibre-based corrugated cardboard, which is 100% recyclable. Having seen the DS Smith Optishop Fin concept, Morrisons selected DS Smith as its development partner for the initiative.

The result of the partnership was a first-to-market, 100% recyclable fibre-based corrugated design.

“The solution that the DS Smith team devised perfectly fulfilled our Best Bacon re-launch brief,” explains Katherine Whitham, procurement manager, packaging and manufacturing at Farmers Boy.

We believe it will create shelf disruption, encourage sales growth and boost market share

“For us, the primary pack is king, and it is vital that the pack remains upright. We are delighted by the visual impact of the RRP and how it complements the product and primary pack.

“We believe it will create shelf disruption, encourage sales growth and boost market share.”

Jo Cartwright, strategic account manager at DS Smith, adds: “Optishop Fin has broken down generic boundaries and is considered as part of the product rather than secondary packaging.

“Our work with Morrisons demonstrates a real partner collaboration to deliver this innovation to meet the supermarket’s re-launch date.”

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