DS Smith has collaborated with Goodrays, a London-based start-up specializing in CBD drinks, to enhance the sustainability of its e-commerce packaging. As a leading international provider of sustainable packaging solutions, DS Smith offers innovative, fully fiber-based corrugated products tailored for various applications, including food and drink packaging, e-commerce, and promotional needs.
This collaboration has led to a unique, easier-to-fold bespoke design specifically for housing carbonated drinks. By utilizing fiber-based materials and introducing an innovative cutting tool, the team has achieved an estimated 20% reduction in carbon footprint. This improved design enables shipping up to four times more products per van, consequently reducing travel and minimizing emissions.
The finalized design consists of 100% recyclable materials and features a thinner profile, resulting in additional material savings. Goodrays Founder Eoin brings over a decade of experience in the CBD industry, covering cultivation, manufacturing, regulations, and consumer goods—more experience than any other UK professional. By recognizing a market gap for scientifically-backed, high-quality CBD beverages with minimal environmental impact, Goodrays began trading online at the end of 2021. The brand initially gained traction on platforms like Goodrays.com, Amazon, and eBay, and has since expanded into major supermarkets, including Tesco, Sainsbury’s, and Waitrose.
Anne Curtis, Business Lead for E-Commerce at DS Smith, stated: “It has been incredibly rewarding working with Goodrays given the alignment of their brand values with ours. Sustainability is in our DNA at DS Smith, and that is evidently the case at Goodrays too. We’re delighted we have been able to provide a packaging solution that will drive down Goodrays’ carbon footprint and lead to fewer delivery vehicles on our roads.”
Ben Simms, Head of Operations at Goodrays, remarked: “We’re a fast-growing business that is determined to get the highest quality products into the hands of our customers while being as kind to the planet as we possibly can. For us, it is critical that any partner we work with is aligned to those values. Working with DS Smith on this innovative new packaging has allowed us to develop something that has customer insight at its heart, while also contributing to our mission to be a sustainably-conscious and profitable business, as we have hugely valued their support as we look to scale our business.”
In alignment with its Now and Next strategy and purpose to Redefine Packaging for a Changing World, DS Smith employs its unique Circular Design Metrics to assess and compare the circularity of packaging designs across eight different indicators. Since their inception in 2019, the DS Smith Circular Design Metrics have assisted thousands of design projects, generating around 3,000 circular-ready proposals for customers each month.
The newly designed Goodrays packaging is available now through purchases made on goodrays.com, Amazon, and eBay.
