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DS Smith, a leading global supplier of sustainable and fibre-based packaging solutions, has partnered with Filir d.o.o. the distributor of some of the world’s most renowned confectionary products, to redesign packaging for the brand’s Easter product portfolio.

DS Smith has replaced traditional plastic packaging for Easter snacks and candies with a fibre-based and 100% recyclable sustainable fibre packaging solution and innovatively replaced the plastic bag that was previously used for the Easter confectionary products.

The innovative new packaging solution is designed by DS Smith designers to contain less materials and minimize waste, and it has an extended lifecycle for reuse as a gift bag. Key features include a locking system that is intended to prevent the chocolate boxes from being opened before use.

The Filir do.o. product is part of a unique ‘unboxing’ experience whereby the product inside is intended to be a surprise. In addition, the green-coloured artwork on the new packaging makes for a striking product differentiation from competitor brands. The chocolate boxes are easy to assemble and fitted with a corrugated cardboard carry handle for additional versatility and usability.

The DS Smith team of designers applied their unique Circular Design Metrics (CDM) approach to rate and compare the circularity of the packaging designs across eight different indicators. The Circular Design Metrics, an industry first, give a clear indication of a packaging design’s sustainability performance, and where to focus attention. The new packaging is 100% recyclable, and reusable, and manufactured to keep the product and materials in use for longer.

Jasmina Cuković, Cluster Innovation Specialist, DS Smith Packaging, Croatia:

“We have been delighted to participate in this plastic replacement project and the primary challenge was to develop a creative packaging solution to maintain and build on the functionality of this popular Easter gift, while maintaining an arresting and recognisable shelf presence for the supermarkets and vendors. It was also vital to ensure the fun-based reuse options and repurposing opportunities for customers after purchase. We applied our DS Smith Circular Design Principles and approach to eliminate even the smallest amounts of plastic in the packaging and apply rigorous testing of its sustainable strengths and weaknesses.”

Research commissioned by DS Smith showed that 1.5 million tonnes of single-use plastic, or seventy billion units, can be removed from supermarket shelves across Europe each year, and replaced with alternative renewable and fully recyclable materials. As a part of its Now & Next sustainability strategy and companywide purpose of Redefining Packaging for a Changing World, DS Smith are committed to removing 1 billion pieces of plastic from supermarket shelves by 2025.

The Filir d.o.o. Easter confectionary product will be on sale in selected stores and outlets across Croatia for 2024.