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Smart Balance gets square

In May 2013, Smart Balance, a division of Boulder Brands, Boulder, CO, began market introduction of redesigned packaging for all of its 13 popular, heart-healthier buttery spread products.

New 4”-wide square polypropylene tub.
New 4”-wide square polypropylene tub.

The company has been switching over from 4.5-in.-dia round polypropylene tubs to 4-in.-wide square PP tubs. The changeover should be completed in all national markets by summer 2013. No alterations in the product volume/weight (13 and 15 oz), ingredients, or price are accompanying the packaging redesign.

Smart Balance evaluated the current round tub it had been using and determined that conversion to square tubs could free up valuable refrigerated warehouse storage space as well as optimize in-store shelf display space. The company calculates that the switch can increase warehousing efficiencies by up to 60% and shelf efficiencies by 50%. Grocers should be able to stack 60 square units on a refrigerated shelf in the same space where only 40 round units could have fit. Also, the product shelf facings, typically expanding from 10 rows for rounds to 12 rows for squares in the same space, are much more prominent with the new container style.

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