Smurfit Kappa has scooped the packaging industry’s key accolade for the online retail and consumer goods category at the 2015 UK Packaging Awards. Now in its tenth year, the UK Packaging Awards are the showcase for the cream of the UK Packaging Industry.
Smurfit Kappa’s chilled recipe box for HelloFresh, the leading ‘cook-from-scratch’ home delivery service, was chosen from seven finalists. Its ease of use, convenience and clever presentation of fresh meal ingredients impressed the judges, who were looking for outstanding design, innovation and consumer insight.
The award confirms Smurfit Kappa’s position as the leader in packaging for the expanding ‘eCommerce’ sector. Packaging for use in the online retail direct to consumer supply chain has to perform on a range of levels. The winning HelloFresh design improved packing efficiency, protected chilled, fragile and heavy items and allowed highly visible external branding. As with all eCommerce packaging, the opening experience for the consumer was a strategic requirement of the design, and the use of FSC® certified 100% recyclable corrugated board added credibility and stature to HelloFresh’s distinctive brand positioning.
Luke Grob, HelloFresh’s Head of Product & Innovation, commented, “It’s important for us to always keep our customers at the heart of everything we do. And at each step of the design process, Smurfit Kappa shared our vision and passion for customer-centric attention to detail. The final design offers our customers an improved box opening experience with easily recyclable materials, as well as reducing damage in transit to ensure everyone receives their ingredients just as fresh as when they were packed, so we’re delighted to have won this award.”
Speaking at the awards gala event on the 11th November at the Hilton Park Lane, London, Jason Peckham, Smurfit Kappa UK Market Director explained how ‘eCommerce’ sales are becoming an important channel for retailers: “The speed and integrity of fulfilment are essential to online retailers, where packaging has to be designed for ease of use by both the packer and the consumer. Our research and insight identified the need for individual compartments to bring organisation to disparate products and to create visual stimulation for the consumer when the pack is opened. The clever use of integrated fitments increased stacking stability with the use of a lighter grade of corrugated board – less is more. What could be more appropriate for HelloFresh’s customers? More convenience, less waste, greater choice, packaging and product in perfect sustainable synergy.”