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Oliver, Germany

My clever design provides better brand exposure at the point of purchase, improves the rigidity of the pack, and utilizes wasted space

What has been your greatest innovation?

My ‘Balisto’ retail ready tray, which improved the primary packs’ visibility on the shelf in comparison to the original. It also has a clever front panel designed to automatically fold down inside the tray to form the base - utilizing what was previously wasted.

This ‘fold-down’ improves the rigidity of the pack, and provides better brand exposure at the point of purchase, even if placed on a lower shelf by the retailer.

It inspires me to look for new uses that add value to even the most familiar products.

What was the inspiration behind the innovation?

I am always looking for new ways of doing things to meet evolving demands. It inspires me to look for new uses that add value to even the most familiar products. My inspiration is also helped by others inside our business; a complete team worked on the pack with me and it is true that in Smurfit Kappa you talk to one, but work with hundreds.

What happened next?

The customer loved the idea of utilising the material for added brand promotion with the additional benefit of a 10% material saving on the previous pack. As a sustainability-motivated company there is a constant drive behind our work that I am always conscious of, and the success of this design has led to many retail brands adopting it as a more sustainable solution to their packaging requirements.

My design was also recognised at the Smurfit Kappa Innovation Awards and it was a real privilege to be recognized by both colleagues and customers

Retail packaging

We offer a variety of retail packaging solutions in a selection of materials and combine innovative structural design with high-quality print to maximise brand impact and drive increased sales.

Learn more about retail packaging