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More Sustainable RRP Format

Morrisons Supermarkets of the UK has re-launched its Best Bacon product in an improved Retail Ready Packaging (RRP) format.

New RRP format for Morrisons in the UK.
New RRP format for Morrisons in the UK.

Historically, single-use plastic trays have been the retail standard to keep products upright on shelf. Taking positive steps to reduce its use of plastic packaging, Morrisons revised its packaging policy in 2019 to challenge the use of any plastic. In addition, Morrisons wanted to reduce supply chain and material costs and improve the customer experience, aiding navigation for shoppers in-store and improving on-shelf availability in order to increase sales. 

DS Smith had simultaneously been exploring a new RRP design using sustainable fiber-based corrugated, which is 100 per cent recyclable. When Morrisons saw the DS Smith Optishop Fin concept, it seemed like the perfect solution, so DS Smith became the development partner for this new package format. It’s a scalable on-shelf pack for supermarket shelves that can be assembled at high speed. The open nature of the new RRP design allows consumers to easily select a preferred primary pack without disrupting the remaining contents.

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