In good shape to succeed

In the next part of our World Behind the Pack series, we reveal how we can innovate the right carton shapes, closures and structures

In part two of our World Behind the Pack series, we saw how the life of a carton pack starts with the responsible and sustainable sourcing of materials. So what happens next? How do we turn materials like paperboard, polyethylene and aluminium into innovative packaging? And how can we create a pack that’s not only right for the product but right for the consumer?

Starting with consumers

For us, real packaging innovation isn’t simply invention but a process requiring clear structure and consistency. And to create truly valuable consumer products, you need to start with consumers – answering their problems or daily needs.

It’s this need that kickstarts our innovation process, which is based around what we call our Oxygen Innovation Model – a consumer-centric journey that begins by discovering needs and generating ideas, and ends with rigorous concept testing and implementation.

This structured approach ensures we can be efficient in every aspect of the innovation process. And it’s a process that means we can create the carton shapes, closures and experiences that consumers really want. Learn more about this mindset in our five-part Innovation at SIG series.

Structures that work

Answering consumer needs isn’t only about creating packs that are more convenient to use, transport and drink from. It’s also about creating the right kind of packaging material structure for the products they want ­– whether it’s milk, juice or liquid food.

Creating these structures is a highly specialised process that considers everything from affordability and functionality to safety and sustainability. This ensures they’re suitable for different product types as well as different price points and needs.

Lite, for example, is our packaging structure to address affordability needs and is optimised for mass-produced products. Heat&Go is a conveniently microwavable structure that replaces the aluminium in our standard packs with a high-barrier alternative. And our aluminium-free SIGNATURE PACK 100 is fully linked to plant-based renewable materials.

Want to see how structures like these work? Watch our video explaining Heat&Go…

Adding customer value

By carefully analysing the needs of consumers, we can be sure we’re offering the right shapes and structures for brands and producers to succeed. Look out for part four in the series when we’ll see how our individual packs start to take shape by creating preformed, ready-to-fill carton sleeves.

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