pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has successfully implemented a significant reduction in plastic across its classic Jacob’s Crackers Selection.

On shelf now, the updated packaging for Jacob’s Crackers Selection features the same impactful orange design synonymous with the iconic brand, but with 78% less plastic per pack – the equivalent of a 373,428g reduction in CO2.

It follows a brief to DS Smith in which pladis challenged the sustainable packaging company to minimise the amount of plastic waste in the shell of the packaging, while retaining its signature look and feel as well as the high-quality print and tamper proof seal.

“Jacob’s Crackers Selection presented us with a great opportunity to make a significant impact in one fell swoop by reducing our plastic content for this product by over three quarters,” explains Suzanne Westlake, Global Director of Sustainability at pladis.

“Plastic reduction remains top of mind for shoppers and retailers alike, and it’s essential we continue to challenge ourselves to reduce plastic in all our packaging, so making this important change to one of our best-known and long-loved products is a great step forward. It means UK shoppers can now enjoy their favourite crackers safe in the knowledge that, as well as tasting great, Jacob’s Crackers Selection is also making difference thanks to its new, fully-recyclable packaging.”

Paul Bridge at DS Smith adds: “We were delighted to work with pladis on new packaging for their iconic Jacob’s Crackers. The challenge with attempting to cut plastic out of packaging often means it can compromise the design. By applying our unique Circular Design Metrics, we came up with a solution that ensured that we ended up with a finished product that had 78% less plastic, while retaining the same high-quality print as the previous packaging.”


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