Europe’s leading paper-based packaging manufacturer Smurfit Kappa has launched an innovative ‘Takeaway Box’ to help its beverage customers sell more – by targeting the quick service restaurant market with ‘inclusive’ packaging designs.
Unique to the market, the new Takeaway Box holds up to eight large food containers, specifically designed to keep food hot and two bottles of 660ml beer ice cold. It will add value for both trade and consumers during the Ethnic restaurant takeaway experience – by offering a premium way for restaurateurs to increase profits through incremental beer sales and making the takeaway experience simple and appealing for consumers.
Initial market research from both trade and consumers has been overwhelmingly positive. It is expected that a network of over 7,000 Ethnic restaurants in the UK could benefit from the new packaging design.
Made from B-flute, the pack’s flat base is highly durable, strong enough to hold 11kgs (the equivalent of 11 bags of sugar) and specially designed to prevent food spillage – to ensure the contents reach consumers in perfect condition. The solid food section provides full insulation to keep food contents hot, whilst the adjacent beer division is cut-away for the beer label to be seen and to keep bottle contents cool. Externally, branding and ‘call to action’ strap lines can be positioned prominently on the finished outer.
The boxes come flat-packed to make them easy to store. Their ‘intuitive’ design means they can be assembled in a matter of seconds, to allow for instant customer service. The box uses no mixed materials and is reusable, 100% biodegradable and recyclable.
Phil Barron, Business Development Manager at Smurfit Kappa UK said: “We have worked over a six month period to develop a packaging format which would add value to the Ethnic takeaway experience for both trade and consumers. This innovative solution was generated and transit tested by our team of in-house designers.
“We anticipate that the pack will meet breweries’ foodservice marketing objectives and are certain that it will help our customers to sell more – by reaching out to new markets with unique packaging designs.”