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Compacting noodles proves profitable

This is a sidebar to the story "Wal-Mart speaks on the packaging scorecard" which appears in the February 2008 issue of Packaging World Magazine.

Pw 7505 Hamburger Helper L1

As Zettlemoyer-Lazar advises, brand owners designing packaging for sustainability should take a holistic approach, evaluating not just the package, but also the product to be contained within.A model example—and one cited on several occasions by Wal-Mart CEO Lee Scott—comes from General Mills, which recently re-engineered the physical attributes of the noodles within its Betty Crocker Hamburger Helper meals to enable the design of a smaller carton size.

“The company increased the density of the pasta shapes so they could be packed more tightly and in a smaller box,” explains General Mills corporate public relations manager Kirstie Foster. “We also reduced the number of pouches in each carton. These changes resulted in a 20% reduction of package size.”

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