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Baker Street rolls rise with the help of DS Smith

DS Smith’s UK packaging division has collaborated with Carrs Foods to increase the purchase performance of its Baker Street Xtra life soft rolls.

The award winning supplier of European bakery goods turned to DS Smith to help maximise the sales of its Baker Street soft rolls, by bringing its display trays to life with a branded design.

DS Smith worked closely with Carrs Foods throughout the process and looked at ways to improve the case and distribution efficiency, as well as the aesthetic appeal. After joint consideration, the best solution was to use the high performance FSC approved papers in B flute, which allowed fibre content and cost to be minimised, yet supply chain performance maintained.

The decision to use specially formulated flexo inks and B-Flute board ensured excellent print quality with high levels of anti-slip/anti-rub performance. In addition to this, DS Smith added a ledge running the full perimeter of the tray and stacking lugs, which would allow for security when stacked. The tray itself is further enhanced by a specially created notch in the corner of each tab, which prevents the tabs from popping out – an on-going problem for previous trays.

Jenny Bostock, Marketing Manager at Carrs Foods said: “The brand itself ‘Baker Street’ existed on the primary packs, but could not be viewed or recognised by customers when stacked in pallet displays as it was hidden in a brown tray. According to wholesaler Booker, branded case displays result in an improvement to sales, so the decision to move to branded cases for focus products was key.”

The pack was launched in May 2015; with feedback from the trade already exceeding expectations, Carrs Foods is anticipating an increase in sales.

Tony Foster, Sales & Marketing Director for DS Smith’s UK packaging division said: “We love working with award winning businesses such as Carrs Foods, who like us, are always looking to deliver quality over and above the industry standards. By changing the display trays from plain brown to branded we not only ticked the box in terms of brand identity but ensured that the product was packaged securely and maintained efficiency across the supply chain."