Best of British for Bernard Matthews Farms

When Bernard Matthews Farms relaunched its entire cooked meats range, featuring a new brand identity, it turned to another British company, DS Smith Packaging Louth, to redesign its retail ready packaging (RRP). The brief was to ensure the new packaging reflected Bernard Matthews Farms’ pride in its British heritage and farming roots. The result was a 100% recyclable corrugated pack in a very natural looking brown kraft, printed in one colour (green).

Quite apart from its simple, natural appearance, the new pack also brought a range of other important benefits to this national brand owner. Following the move from cartonboard to a corrugated pack a more flexible and responsive supply chain has emerged. Packaging production now fits demand, removing the need for campaign print runs and higher stock levels in the chain. The need for a bulk outer for shipping the cartons has also been removed – saving material and additional processes.

With Bernard Matthews Farms setting out to strengthen and protect their brand after a very challenging year or two, the work with DS Smith Packaging illustrates the way in which corrugated packaging can be used to underpin a brand’s sales strategy and achieve supply chain benefits at the same time.