Design, innovation & insight
Smurfit Kappa has scooped the 2015 UK Packaging, Online Retail and Consumer Quality Awardwith its chilled recipe box for HelloFresh, the ‘cook-from-scratch’ home delivery service. Its ease of use, convenience and clever presentation of fresh meal ingredients impressed the judges, who were looking for outstanding design, innovation and consumer insight.
Packaging for use in the online retail direct to consumer supply chain has to perform on a range of levels. The winning HelloFresh design improved packing efficiency, protected chilled, fragile and heavy items and allowed highly visible external branding.
As with all eCommerce packaging, the opening experience for the consumer was a strategic requirement of the design, and the use of FSC certified 100% recyclable corrugated board added credibility and stature to HelloFresh’s distinctive brand positioning.
