Smurfit Kappa Creates Problem-Solving Pizza Pack for Asda

The packaging is designed so that each case rests on the next, aiming to eliminate problems in stacking the packs on shelves while remaining stable.

20/02/09 Smurfit Kappa has worked with Stateside Foods to overhaul its retail-ready packaging for Asda pizzas by tilting it backwards so pizzas remain in an upright position.

The box itself is tilted backwards so that the pizzas rest on each other and do not topple forward when one is removed from the pack.

"Once you took one or two pizzas out of the old boxes they started to move and sometimes the box would fall over," said account manager Brendan Greenwood.

"The new packaging means pizzas are always leaning back so it solves the problem of the pizzas moving around," he said.

The packaging is designed so that each case rests on the next, aiming to eliminate problems in stacking the packs on shelves while remaining stable.

Smurfit Kappa has worked with Stateside Foods to create the pack and has won the contract for the supply of 99% of Asda's pizza range.

The company is in the process of moving its garlic bread range into the pack.