Successful cooperation between Mars and DS Smith

Joint Innovation between DS Smith and Mars yields success in annual German and Dutch packaging awards.

The Shelf Retail Ready Pack, developed by DS smith in close collaboration with Mars Western Europe, won the top prize at the German 2010 Packaging Awards in the Displays and Promotional Packaging category.

The solution impressed the jury with its attractive and attention-grabbing product presentation. Side and back openings, combined with an open tray facing ensure optimal product visibility. As well as maximising consumer impact this new packaging and display solution also reduces complexity and is optimized for the entire logistics chain.

“Our instructions were clear,” said a Mars spokesperson, “make sure you can assemble the trays manually in only 4 seconds.”

With that challenge in mind, DS Smith developed the Shelf Retail Ready Pack with supporting corner posts automatically pop out during the manual assembly of the tray. Thus the trays are easily stackable, and such is the sturdiness of the solution that recycled paper can be used exclusively throughout the manufacturing process, an important aspect for DS Smith and Mars as they strive to develop sustainable packaging solutions.

Meanwhile the "Christina J" design, also the result of close cooperation between the Packaging Development Teams of Mars and SCA, won silver at the Dutch “Gouden Noot” awards. 

The jury was impressed by the visual impact of the design but also saw the advantages of in-store flexibility of this solution.  As well as being shelf-ready it can also be easily stacked for attractive and efficient off-shelf displays.

The Shelf Retail Ready Pack is closely related to Christina J,” said Christine Rickards, European Design Manager at DS Smith, “the difference is that whilst the Shelf Retail Ready Pack is designed to be erected manually, Christina J answers to a fully automated process.”

Currently the Mars Innovation Team and DS Smith are already working on other packaging improvements and innovative answers to new packaging and display challenges. 

For further information, please contact:

Katia Schotte
Communications Director
Tel: + 32 718 37 29
Katia.schotte@dssmith.com