Premium position packaging

When the Serious Foods Company wanted to launch a top quality product into the desserts market, it turned to DS Smith Cartons to implement an original and clever pack design, the originality of which was recognised by a Starpack award.

The brainchild of graphics agency, PENN, the concept demanded very high levels of clarity. The solution was a pack combining APET (a plastic with greater transparency than polypropylene) with fitting board sleeves.

DS Smith Cartons also devised a specialised technique for rendering the glue lines imperceptible to the consumer. The cartonboard sleeves were printed on the reverse to give an authentic hand made feel to the pack.

The dessert range was launched into Waitrose and has proved successful in establishing itself at the premium end of the desserts market.