Food and Beverage Business
Packaging

DS Smith and Morrisons Unveil Successful Family Picnic Box, Selling Over 6,000 Units in Just One Month

DS Smith and Morrisons Unveil Successful Family Picnic Box, Selling Over 6,000 Units in Just One Month food and drink packaging, food and drink sustainable packaging, Food packaging, Recyclable packaging Food and Beverage Business

The Family Picnic Box, designed by DS Smith for British retailer Morrisons, has seen tremendous success, with over 6,000 units sold in stores since its launch.

Originally introduced in August, this initiative aims to assist families with the rising costs associated with dining out during the school holidays.

During the summer months, the expenses for day trips, picnics, and barbecues can be overwhelming for families managing their budgets. The Family Picnic Box can be prepared in just 20 minutes and includes sufficient food to cater to a family of four, along with a £5 voucher redeemable in-store.

Morrisons enlisted DS Smith to develop a convenient design that families could easily grab during their weekly shopping trips. As part of its Now and Next strategy, the DS Smith design implementation team utilized its distinctive Circular Design Metrics. This approach enabled them to assess and compare the circularity of packaging designs across eight different indicators, ultimately leading to the creation of a prototype picnic box. Additionally, they supplied Morrisons with printed samples and recommendations for the most suitable printing processes.

The final product showcases an eye-catching gingham cloth pattern with cutouts for visibility of the contents inside. Made from 100% recycled board and utilizing fully recyclable inks and adhesives, this picnic box embodies sustainable food and drink packaging. Furthermore, its design allows for easy construction and collapse, promoting convenience for consumers.

DS Smith collaborates with numerous leading FMCG brands and retailers to deliver innovative packaging solutions. Recently, the company has achieved a significant milestone, having replaced 1 billion pieces of plastic through collaborative efforts with clients, contributing to the advancement of sustainable packaging.

To acquire the picnic box, families need only complete a form at the Morrisons Café and continue their shopping while staff prepare their custom picnic box.

Richard Dutton, Business Unit Lead at DS Smith, stated: “We’re delighted that the Family Picnic Box has been such a hit with consumers, with over 6000 units sold in under four weeks. This initiative with Morrisons highlights our commitment to innovation and is a great example of how our Circular Design Principles can make a real difference to everyday people.”

Chris Strong, Morrisons Café senior buying manager, remarked: “We all know that the cost of family days out can quickly add up, so we wanted to help by offering a quick and easy option in our cafes. We wanted something which required no forward planning, was easy to transport, and had something for everyone in the family. DS Smith were a great support in bringing our vision to life at pace. The team communicated brilliantly; providing clear timelines, sharing mock-up designs, and working quickly to facilitate our many artwork and style changes.”

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