The previous competitor’s design was based on a standard cardboard tray with a U card shipper and plastic insert. The product often fell forward reducing its visibility and making it hard for shoppers to find.
DS Smith Packaging’s solution came in the form of a single material retail ready two-piece pack that creates a tilting back-wall, forming automatically when the lid is removed. When on shelf, the product leans back, ensuring it stands out clearly.
As well as having much greater in store impact, this new innovation from DS Smith Packaging Belper, known as ‘Tiltmaster’, also has environmental benefits. The use of E flute means board calliper is reduced compared to its predecessor, and that means 20% more empty packs can be put on each pallet inbound, saving costs in storage and distribution.
The new pack’s ingenuity was recognised with a gold award in the 2011 Starpack competition.