Food and Beverage Business

Westpak Introduces ‘HeatWave’ Pizza Packaging Innovation to Enhance Product Performance

Westpak Introduces 'HeatWave' Pizza Packaging Innovation to Enhance Product Performance food and drink packaging, food and drink sustainable packaging, Food packaging, Recyclability Food and Beverage Business

Westpak has introduced a groundbreaking packaging innovation, known as ‘HeatWave’, that significantly enhances the heat retention of delivery and takeaway pizzas. This innovative packaging solution creates a raised and aerated platform, reducing heat dissipation through the base of pizza boxes and providing impressive heat retention results.

The Importance of Innovation

Despite the large UK takeaway and delivery pizza market, there has been a lack of packaging innovation in this sector. The traditional pizza box design has not addressed longstanding issues such as poor heat retention. This leads to a decrease in product quality, customer satisfaction, and brand reputation as pizzas rapidly lose heat while waiting for collection or delivery.

Unique Design by Westpak

The ‘HeatWave’ design is a liner sheet that fits seamlessly into standard cardboard pizza boxes, elevating the pizza base away from the box bottom with its alternating concave and convex domes. This aerated under-layer acts as an effective thermal barrier, reducing heat dissipation and keeping pizzas hotter for longer.

Results and Benefits

Initial results show significant heat savings, with pizzas remaining hotter for longer periods when using the ‘HeatWave’ liners. Additionally, these liners are environmentally friendly as they are made from recyclable kraft paper and serve as grease shields for the pizza boxes, preserving their recyclability.

Furthermore, the practicality of the ‘HeatWave’ liners makes them easy to integrate into existing supply chains without disruption. They are pre-cut to standard pizza box sizes, requiring no gluing or folding for installation.

Design Development and Market Application

The ‘HeatWave’ concept was unveiled at the 2024 Packaging Innovation exhibition and is currently being trialled in various pizzeria chains. Chris Fiander, Head of Marketing and Creative at Westpak, emphasized the product’s innovative approach to addressing packaging challenges in the foodservice industry.


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