Award-winning RRP for Cadbury brand

DS Smith and Mondelēz International worked in close collaboration on the design of an award-winning retail ready pack (RRP) which offers a multitude of in-store benefits as well as cost and carbon savings throughout the supply chain.

The DS Smith team in the Packaging Division at Belper created a unique dispenser unit for Cadburys Pic or Mix brand, offering impact and differentiation on shelf from other products in the category. Winning Gold at the UK Packaging Awards 2012, the pack ticked all the boxes for retail ready packaging (RRP). The fully recyclable pack incorporates a dispensing drawer which displays a variety of product. Using market-leading digital technology the design employs a striking 5 colour flexo print which provides strong shelf stand-out, transforming it into an eye-catching stand-alone point-of-sale (POS) unit.

Creating strong brand presence in-store is pivotal to the success of any-brand holder, but the benefits don’t stop there. The main structure remains consistent throughout the range, minimizing the use of material. Easy open ability and clear, step-by-step opening instructions printed on the pack allows for quick replenishment.

Judges felt that this pack was “excellent” and a “great concept, very well executed with strong branding”. Tony Foster, Sales & Marketing Director at DS Smith’s UK Packaging Division, said: ““The end result involves design innovation, creativity and awareness of the environmental impact of both the product and the process behind it.”