When Calypso Soft Drinks needed to develop eye-catching packaging for a new range of children’s soft drinks for Sainsbury’s, they turned to their long-standing supplier, DS Smith Packaging Featherstone.

Featherstone specified the radical new R-Flute®, which is a significant new breakthrough by DS Smith Packaging in fluting technology. When compared with the more commonly used B-flute, R-Flute® offers a flatter, better surface for printing and presentation, a crucial advantage for more and more customers as they seek brand appeal and sales success with shoppers. Strong print also means that product can be found easily back of store and therefore prevents costly stock outs.


The development benefited from the use of DS Smith’s Packaging’s PackRight suite of tools. DesignRight ensured that the pack was engineered to meet the rigours of Calypso’s automatic packing lines and extended supply chain. ImageRight, in combination with R-Flute’s® flat print surface, gave the finished pack an outstanding colourful and vibrant impact, with precise matching of all the brand colours. The impressive Eric the Elephant pack is post printed in five colours.

Catherine Matthews, Calypso’s Design Manager, commented: “We are delighted with the results of this project. DS Smith Packaging has been instrumental in delivering this new line to market.”

DS Smith Packaging – Beech House, Whitebrook Park, 68 Lower Cookham Road, Maidenhead, Berkshire SL6 8XY

Tel: 0845 260 70 80



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