DS Smith streamlines Cloetta’s confectionery POS displays with modular design

DS Smith and Cloetta have collaborated to develop Point of Sale (POS) displays with interchangeable components to showcase confectionery products to consumers in-store.

Cloetta, a Swedish confectionery company active in Northern Europe, says its POS display structures are required for versatility. The DS Smith design and implementation teams have simplified Cloetta’s previous display solutions by providing multiple interchangeable parts that fit with a range of product and campaign packs.

The method is called the “harmonization project,” and it has allowed DS Smith and Cloetta to reduce the number of parts required by 35%, from 51 to 33.

Jonna Nylander-Hallott, design creative specialist at DS Smith, Finland, says: “Our harmonization approach is intended to be as time and cost-efficient for Cloetta as possible. The process has involved a complete redesign, and we have streamlined Cloetta’s confectionery displays to fit with their diverse product portfolio.”

“Cloetta is supplying multiple confectionery products to retail and grocery outlets, and so we have focused on creating a sustainable solution that requires as few materials and parts as possible. The materials, including the new transport hoods, are made from fiber-based corrugated cardboard to provide optimal protection, and once installed in-store, the striking displays make the confectionery products stand out for consumers.”

Enhancing supply chain process

The interchangeable components include display elements such as trays, bases, signs, and interior fitments. A single POS footer design can be fitted and matched with different trays, according to DS Smith and Cloetta.

The companies highlight that the “harmonized” components are developed out of die-cut patterns and shapes that can be adapted and updated with graphics and artwork. The POS displays aim to improve customer shopping experience with “engaging and visually arresting product presentation and simple navigation for their convenience.”

Marc Vansina, head of Packaging Procurement at Cloetta, says: “Our collaboration with DS Smith has helped us in creating more sustainable, functional, and on-brand POS displays that are instantly recognizable in-store.”

“We supply a large volume of products to customers in the Nordics and around the world, so our packaging supply chain needs to be as simple and efficient as possible across all stages of the supply chain, from production, through storage, transportation, and assembly.”

According to the companies, after production, the POS displays are sent to a network of distribution centers in a flatpack format for transportation and warehouse storage. A fiber-based corrugated cardboard hood will be utilized to enhance protection.

The new solution, now in use in stores across Finland, including Kesko & S-Group and other retailers, is said to be efficient and convenient for co-packers, supporting them to create a familiarity with recognizable parts, as well as further speed up and streamline their assembly processes.

Earlier, the company revealed a survey showing that most consumers in the UK believed Easter eggs had been “excessively packaged,” with over a quarter feeling annoyed by the waste accumulated and 22% choosing eggs based on confectionery packaging recyclability.