Better Planet Packaging | Brand Strategy | Smurfit Kappa

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Better Planet Packaging Shelf Ready


Sustainability is becoming the cornerstone of brand strategy

A new era of sustainability is dawning. Driven by the growing visible effects of pollution from waste and a desire by consumers to buy the change they want to see in the world, sustainability is a fundamental strategic priority for every brand. 

Consumers prefer paper packaging

We have seen a shift in consumer demands over the past ten years moving from packaging origin and ethical supply chain to the current demand for packaging recyclability and plastic substitution.  Our recent shopper insight research shows:   

  • 75% of consumers preferred paper-based fruit and vegetable punnets to plastic 
  • 80 % of consumers preferred the paper-based solution for bundling bottles of water over shrink film
  • 86% of consumers prefer buffering that is easy to dispose and recycle

Paper-based packaging is becoming the material of choice for companies who understand that their customers want sustainable alternatives that are easy to recycle and based on natural and renewable materials.

Partnership approach for sustainable solutions

We are working with customers to help develop solutions that meet both the short and long-term consumer needs. Our extensive range of plastic substitution products can provide short-term visible solutions while our commitment to design innovation, access to our global network of designers and our extensive recycling testing services enables us to work in partnership with customers to design customized solutions that make sense for their business.  


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