Fruitful partnership between Whitworths and DS Smith

Whitworths has forged a fruitful partnership with packaging strategist, DS Smith to help launch its latest ‘Superfood’ healthy snacking range.

The UK’s leader in dried fruit, nuts and seeds has turned to the packaging and supply chain specialist for a tailored packaging solution for its new ‘Full of Super’ product range. This new series of healthy snacks focuses on ‘superfood’ ingredients such as acai, quinoa and cacao. Whitworths, which has been supplying British consumers for 130 years, sought out DS Smith for its retail ready digital print capabilities. As the new range included six different products, there was a real need for a flexible whilst impactful pack design.

Mark Oaten, Packaging Innovation Manager at Whitworths, said: “The brief was for a packaging solution that worked across our range of six products, each with its own retail ready graphics. DS Smith’s unique access to the latest digital print technology was really appealing to us, as it meant they were able to deliver our brief despite it being for an initial low volume, with the opportunity for growth.

 “This is the first time we have used digital print for retail ready packaging, and we are delighted with the quality and image fidelity of print across the range.”

Kelly Harris, Digital Print Specialist for DS Smith’s UK Packaging Division, said: “We’re really pleased that the finished product meets Whitworth’s needs. Having the capability to offer digital print solutions means we can provide our customers with the flexibility and agility to develop their print and graphic needs within reduced lead times, produce small or large print runs, and link customers’ above the line campaigns to their retail ready packaging.   The benefits are substantial and we are delighted to see more often that retail ready packaging is being used as part of the promotion mix to fully support brands at the moment of truth. Digitally printed retail ready packaging clearly is the perfect choice for Whitworths.”

DS Smith’s investment in digital print is a part of its £100m UK investment programme and has given the packaging specialist the capacity to better service the high-volume fast-moving consumer goods (FMCG) market.