Innovative retail-ready box revolutionises pizza shelf display presentation
Stateside Foods has worked in partnership with Smurfit Kappa to win a contract for the supply of 99% of a leading UK supermarket’s pizza supply by solving a perennial retail-ready packaging problem – maintaining shelf impact for partially decanted pizza boxes.
The pizza RRP packaging predicament is that, whilst shelf box designs are effective when full, they are not sufficiently supporting of individual pizzas when partly filled. Pizzas therefore topple to the front of the display box – no longer looking attractive and eye-catching to consumers on shelf.
Stateside Foods and Smurfit Kappa worked closely to create an innovative pizza display pack, whose design cuts across the box’s flute, creating ridges which cause the pizza to lean back. Other design aspects include a fine perforation on the box front – so that when removed a smooth line is created that does not detract from the printed design, whereas coarser perforation is utilised along the pack sides for strength and rigidity. Half moon die-cuts are also incorporated into the sides to allow the lid to be removed more easily. All can be applied to the end-of-line pizza packaging process without adding unnecessary fulfilment cost or time.
Stuart Collier, Stateside packaging technologist said: “We realised the supermarket had experienced packaging problems with its own-label pizza range, so decided that to win the contract we needed to repackage pizzas in a retail-ready box that would improve pizza presentation.
“Having considered a number of solutions, we then worked closely with the design team at Smurfit Kappa, who considered every angle. They went out of their way to produce samples and trial packs to ensure we and the supermarket were happy with the new design. The result is a pack that is cost effective and innovative – all of which strengthens our relationship with our client. It’s such a revolutionary design I am sure it could be applied to a host of other products.”
Brendan Greenwood, Account Manager at Smurfit Kappa, said: “The new design is brilliantly simple. As the boxes are hand-filled we didn’t want to add any more processes that would increase the time it takes during fulfilment. The pizzas now look great on the shelf and filling the pack is as fast and efficient as ever.”
The new pack design creates maximum shelf impact through the use of full-colour print. It is also 100% recyclable.