Smurfit Kappa creates e-commerce recipe box for Mindful Chef with recyclable thermal insulation

07 Feb 2022 --- Smurfit Kappa has developed a new packaging solution touted as being 100% recyclable after partnering with UK recipe box company Mindful Chef.

ldquo;The main technical challenge was to develop an ‘eco-material’ design that would provide the thermal insulation required. We resolved this through rigorous testing and design changes utilizing Smurfit Kappa expertise and by working hand in hand with Mindful Chef,” Hamed Ahmed, eCommerce sales manager at Smurfit Kappa UK, tells PackagingInsights.

The development is seen as a more environmentally sustainable step to reduce Mindful Chef’s carbon footprint. The company claims to have been “climate-neutral” since 2020, and its previous recipe boxes were composed of insulation pouches combined with gel ice packs which, while effective at keeping the contents cool, were not easily recyclable.

Catering to long-term demand
The new solution encompasses corrugated cardboard insulation packs, with a 30% lower carbon footprint than the previous insulation, in a two-piece telescopic design.

During testing, Smurfit Kappa demonstrated that the solution kept ingredients under 8°C for over 30 hours in ambient conditions. It was tested at the company’s International Safe Transit Association certified testing lab in Northampton, UK, to ensure it meets the strict requirements for fresh food transportation.

“This is a 100% recyclable solution with 0% of material going to landfill, meeting the environmentally sustainable criteria for many e-commerce companies,” says Ahmed.

“Our solution can be produced across multiple Smurfit Kappa plants, ensuring there is ample capacity to serve this growing market. It can also be used for any chilled product being sent out via an e-commerce channel and is therefore flexible and adaptable,” he adds.More companies are now looking for tailored e-commerce solutions.

E-commerce growth post COVID-19
Mindful Chef says it experienced a huge increase in demand for its home-delivered recipe kits during the COVID-19 pandemic. This is in line with the Innova Market Insights’ Top Packaging Trends for 2021 “Home Delivery Haven,” spotlighting e-commerce as a long-term trend.

Discussing how the trend may evolve post-COVID-19, Ahmed says “certain product categories may not grow as fast compared to how they did during lockdown, such as sporting goods, beers, wines and spirits, as consumer habits evolve as well as the economy and retail stores opening again.”

Nonetheless, there are strong indicators that shopping online more frequently in today’s time compared to pre-pandemic has become a permanent habit, he adds.

“Food Recipe Boxes is one sector we believe will continue to grow rapidly as consumers have become accustomed to eating fresh, quality meals which are easy to prepare. As a result, many categories still continue to grow at stellar rates as the country exits the pandemic period.”

Meeting consumer demands
The importance of environmentally sustainable packaging is becoming increasingly apparent, as 19% of UK consumers say they would not buy from online retailers who do not use environmentally sound packaging.

“Our expectation is that our customer base will continue to invest in building and expanding their e-commerce operations, therefore we remain ready to collaborate as our customers enter new markets,” Ahmed asserts.

Working to meet the growing demand for innovative and environmentally sustainable packaging, Smurfit Kappa recently invested US$33 million in expanding its Fortaleza production site in the state capital of Ceará in Northeastern Brazil.

By Andria Kades

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