People & Packaging - No 6

8/3/2019 People & Packaging - No 6

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Pp & PckgngPackaging updates rom Smurit KappaIssue No. 6

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TeCh N iCa l exPerT iS e iNNovaTioN Pro d u CTS S u S Ta iN a bil iTy


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The green ace o packaging:sustainability included as standard Closer to nature

Swimminglygood packaging

Packaging is taking on a new look with the introduction o a uniquely integrated supply chain.

Smurft Kappas European sites are working towards supplying certifed sustainable packaging as

standard, supporting international brand owners environmental positioning.

A transparent and audited process

Smurt Kappa believe that Chain o Custody certication is important or its customers

by oering a transparent and audited means o guaranteeing that all material used

through the paper and board production process is independently certied - rom the

orest, the recovered paper and to the end consumer, including all successive stages o

processing, transormation, manuacturing and distribution o paper based packaging.

A successul programme o in-depth and highly demanding auditing and certication

o all o Smurt Kappas European virgin and recycled paper mills has already beencompleted, and its European corrugated plants are now in the process o certication.

Plants in Belgium, Netherlands, Germany and the UK have all completed their certication

and the remaining plants will be complete towards the end o 2012.

Our aim is to deliver only certifed

sustainable boxes across Europe

Chain o Custody is ar more to Smurft Kappa than just being able to apply logos to

products rom the Forestry Stewardship Council (FSC) or Programme or the Endorsement

o Forest Certifcation (PEFC). Smurft Kappa deliver a credible guarantee to its customers

and supports them in ront o consumers. This is because, wherever Smurft Kappa

packaging is purchased within Europe it will only use materials originating rom well-

managed orests, controlled sources, reclaimed materials, or a mixture o these.

Smurt Kappa has long been at the oreront o the packaging industrys approach to truly understanding sustainability and its

corporate responsibility to its customers and the consumer. As one o the worlds leading manuacturers o paper based packaging,

Smurt Kappa has started a ar-reaching programme o Chain o Custody certication o its European paper production and

corrugated plants. Leading the market in this area, our aim is to deliver only certied sustainable boxes across Europe.

Highland Farms has chosen Smurt Kappa UK as its sole

supplier o packaging or its unique approach to sustainability

and the environment. Highland Farms is an award-winning

producer o high quality smoked salmon, which promotes

itsel as a responsible processor - sourcing its sh exclusively

rom sustainable arms. Using packaging eaturing Smurt

Kappas FSC certication on all o its secondary packaging

means that Highland Farms can urther assure its customers

o the provenance o its products.

David Gudden, Key Account Manager or Smurt Kappa

TWINCORR in the Netherlands comments; Arla Foods

commitment to sustainability is driving its consumer

relationships, creating a strong and long-lasting

environmental image that is key to consumer condence

in its products. We are proud to be able to support Arla

and enhance their reputation by being its rst FSC certied

European, corrugated packaging supplier.

03

Contents

Chain o Custody certifcation

illustrates how international

brand strategies can be enhanced

by supplier cooperation

For Highland Farms biggest

customers, sustainability is a

key part o the relationship and

covers all aspects o Aquaculture

processing and packaging

02-03

The green ace o packaging

04

Sustainable packagingsuits Nestl

05

Awards

06-07

Packaging that adds value

08

Focus on pharmaceuticals

09

Pan-European hygienestandards

10-11

Perormance packaging

12-13

Investments

14-15

Focus on heavy dutyproducts

16

European approach

Sustainability Sustainability

Arla Foods, one o the worlds leading producers o natural dairy

products, has chosen Smurt Kappas sustainable packaging

or its Dutch Nijkerk organisation in line with its high prole

Closer to Nature multi-national sustainability programme.

Smurt Kappa is the rst European packaging manuacturer

to supply FSC-certied secondary packaging or Arlas

dairy products. The brand strategies o international rms

such as Arla can be enhanced by choosing Smurt Kappa

as a supplier. Due to investment in a Europe wide Chain

o Custody, Smurt Kappa has a cohesive commitment to

sustainability and oers customer service that is in harmony

with the customers own positioning.


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05

Sustainable packaging suitsNestl to a SPECIAL. T

Unilever supplier awardsustainability winner

Smurft Kappa Swisswell, in coordination with the Smurft Kappa

Development Centre, came up with a highly sustainable end-to-

end packaging concept or the launch o a tea capsule system

called SPECIAL.T by Nestl. Based on the principle that the main

corrugated item is used twice - or two dierent journeys - Smurft

Kappa and Nestl reduced the packaging used by 40%.

Smurft Kappa has had its approach to sustainability recognised by

Unilever through their Partner to Win supplier awards 2010.

The new premium tea brand called SPE CIAL.T by Nestl is based

on a capsule system and a dedicated machine, intended to do

the same or the tea market as Nespresso has done or coee.

Simply place a capsule in the machine, press the button and the

tea machine automatically selects the right water te mperature

and inusion time or the perect cup o tea.

Smurt Kappa won the Winning through Sustainability

category. This recognises suppliers who have helped Unilever

to create competitive supply chains delivering tangible benets

to Unilevers brands, consumers or customers. It rewards thosewho are making positive contributions to the environment,

to social or economic development. Unilever commented:

Smurt Kappas end to end approach to sustainable paper

packaging has made them the leader in the eld. They look

at the whole process rom raw material sourcing through to

the recyclability o the consumer pack, as well as assisting

Unilever in the development o our Paper and Board

policy. One example o Smurt Kappas ocus on

sustainable packaging is the newly developed ShopperPack developed or Unilevers Household cleaning category

in Europe. The packaging looks more appealing on shel

and has enabled Unilever to remove around 140 tons o

coated polyester teartape, greatly improving its recyclability.

And all o that at lower cost to the consumer.

40% reduction in packaging

The tea capsules, made o recycled aluminium, are lled with

the premium tea blend on a high-speed production line at

Nestls production plant in Orbe, Switzerland. The line lls

one tea blend at a time, and 16 boxes, each containing 10

capsules, are automatically packed into a corrugated wrap

which is sent to the distribution centre.

At the distribution centre, the corrugated wrap containing

one blend is unpacked and the 10-capsule boxes placed into

a pick & pack system. When a customer places an order or

a selection o tea blends, the original corrugated wrap is

re-packed with the customers order and used or the onward

journey to the customers home.

At the beginning o the project it had been assumed that

two corrugated packs would be needed, one or each step

o the journey. However,

by designing an end to

end concept that allowed

one pack to be re-used in

most cases, Smurt Kappa

and Nestl reduced the

packaging consumption

by 40%. This has delivered

signicant environmental

and cost benets.

A sustainable and innovative

machine pack

In the SPECIAL.T by Nestl Welcome Pack, the customer

receives his tea machine together with a selection o tea blends,

a lter that puries the water to insert into the machine and

2 sets o a cup and a saucer. Thereore the welcome pack has

to provide high security and protection, but also remain easy

to open. To ull these requirements Smurt Kappa Swisswell

developed a totally new concept or the shipping box.

The box does not use any plastic reinorcement, another

environmental benet, and once closed with a newly developed

sae lock fap, cannot be opened without visible damage. This

provides reassurance to the customer that the pack has not been

opened already. The customer opens the Welcome Pack using

an innovative peroration, which separates the cover rom the

bottom allowing the machine to be easily taken out o the box.

Jean-Pascal Templier, European Procurement Category Manager

or Nestl comments Smurt Kappa demonstrated the ability

to provide a range o innovative solutions. Working together

with our R&D centre rom Orbe, S murt Kappa developed the

best solution or us, implementing or the rst time an end to

end concept that uses 40% less packaging. This is a success

story that we want to replicate in other business areas.

Sustainable

Development

Report 2010 released

We are proud to announce the release o

our Sustainable Development Report 2010.

In this report Smurt Kappa introduces a

number o important long term sustainable

commitments on indicators such as CO2,

water and Chain o Custody. This report,

according to Global Reporting Initiative

(GRI) standards, is at level A+, which

indicates the highest level o transparency

in reporting. The report is available or

download at www.smurftkappa.com

Best ever results in EFIA awards

WC design

wins packaging award

Smurt Kappa Chelmsord in the UK scooped six awards at the prestigious

EFIA, European Flexographic Industry Association Awards this year. With

three gold and three highly commended awards this rearms their position

as innovation leaders in the

European print market or 2011.

The Gold Awards were in the Post

Print Coated Process category,

the Post Print Coated Line-Screen

category and the Uncoated Line-

Screen category or Post Print.

Smurt Kappa Sweden has won an IF Packaging

Award or a stylish, ergonomic and environmentally-

smart packaging solution or the humble WC. Judges

awarded the Smurt Kappa design the top spot in

the Sales Packaging category or the latest bathroom

range rom Villeroy & Boch Gustavsberg. The high-quality printing eectively

highlights the companys clean design Nautic series. The packaging also

minimises environmental impact with a weight reduction o 86%, is easier to

carry and, ater installation, there are only two types o material or recycling.

Sustainability Awards


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07

Packaging thatadds value

As brands fght or shel presence,

marketers are relying more heavily

on packaging as part o their

marketing mix, to dierentiate theirproducts rom competitors.

Secondary packaging, which is known as Retail Ready Packaging

or RRP, plays an important role by creating impact at the point

o purchase. A good retail ready pack can oer a wide range o

benets to marketers, but what makes a successul RRP and how

can you be sure yours is working as well as it should?

Smurt Kappa is a leading innovator in RRP, and has developed a

range o methodologies to analyse and understand what makes

it work. Arco Berkenbosch, VP Research & Development, Smurt

Kappa Corrugated Division explains, The shel can be a very lonely

place or a brand, when a xture is hal shopped and the primary

packaging is underperorming, why should a consumer notice your

product over the competition? The answer is simple, they will not,

unless you do something innovative to change the situation, thats

what good packaging does.

There are many things RRP can do to breathe lie back into primary

products. Firstly, working with our customers, we consider what

the key eatures are o the primary product. This analysis includes

the size o the product and does it create a acing itsel? That is,

does it have sucient surace area to carry the brand fag and to

convey the brand personality? It is important to consider also how

physically stable the product is and whether it requires support rom

other packs to minimise slumping when the xture is hal shopped.

Unique knowledge oEuropean markets and retailers

We always remind customers not to orget the inside o the

pack, it is an easy trap to all into, thinking that only the exterior

o the RRP will attract the consumer. Simply using a white or light

coloured inner liner draws the consumers eye into the xture

when it is hal shopped or at the back o the shel and printing a

brand message or call to action may also be eective.

I the primary product is small or unusually shaped and cannot

successully carry eective branding the design o the RRP

becomes critical to your campaign. Smurt Kappas designers

also consider how unctionally ecient your

RRP will be, how easy it is to open and

prepare or shel, and ensure it will protect

the product in the supply chain.

Selling straight rom the box

Smurt Kappa Herzberger, Germany, has introduced an

innovative hybrid RRP solution named Atlas Plus that

combines a solid board liner with a corrugated outer. Ideally

suited or a wide range o oodstus, it oers the best o

both worlds combining high quality graphics and premium

nishes with the light weight and fexibility o corrugated.

We can also supply the machinery to erect the Atlas Plus

packaging providing a totally integrated solution.

Countertop RRP:small is beautiul

A stunning new display rom

Smurft Kappa Mantova, Italy, is taking

the cosmetics sector by storm.

Designed or use on a counter where space is at a

premium, the high quality unit carries branding and

graphics, printed on the inside o the transit pack that

opens out to create a high-ashion display unit.

It is designed to be easy to open and it creates a large

branded display area rom a small compact unit, with

attention grabbing wings conveying the brand message.

The brie called or a stylish display, with the ecient use

o materials that was easy and ast to open. The result is

Italian design at its very best.

Atlas Plus

Innovation Innovation


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09

Approach tomarket sectors

Focus on pharmaceuticals

Knowing what our customers want

and the demands o their sectors is

integral to the success o Smurft Kappa -

a success we can pass on to you.

We supply packaging to 80% o Europes top pharmaceutical companies, providing

us with a unique overview o this market sector.

As Europes leader in corrugated packaging

we have a proven record o identiying key

opportunity areas or our customers and using

innovative packaging solutions to provide the

results our customers need.

Our approach is to make our size and geographical

reach matter. We combine the sector-specic

expertise o sta rom across the company in a

large and easily accessible knowledge pool.

One such example is the use o our online design

database InnoBook, where Smurt Kappa

designers across the globe share inormation and

design expertise. This saves our customers both

time and money by providing easily accessible and

extensive design resources, which can be tailored

precisely to their product and markets.

As part o our commitment to this sector, Smurt Kappa

holds high-level ocus groups with Smurt Kappa delegates

hand-picked, or their knowledge o the pharmaceuticals

industry, in order to discuss and truly appreciate the main

issues impacting the industry today.

At the most recent ocus group 32 Smurt Kappa

delegates rom 18 countries and across various disciplines

met at the European Development Centre in Hoogeveen,

the Netherlands. Here they discussed key issues, including

the patent cli, the threat o generic drugs, and the ever-

increasing risk o countereiting.

Many big-selling drugs are set to go o-patent between

2011 and 2013, and with ongoing competition rom

generic drug manuacturers, Smurt Kappa understands

the importance o working with manuacturers to provide a

strong presence or their brand. Similarly, countereiting is an

increasingly worrying issue in the pharmaceuticals industry.

The inltration o countereit drugs onto the market can

have a signicant impact on sales o the genuine article, but

o course, ultimately countereiting can aect peoples lives.

With the general public oten unable to distinguish between

real and ake products, this can unortunately cause long-

term damage to manuacturers valuable brands. Combining

our in-depth research and knowledge o the pharmaceutical

industry with our expertise and InnoTools such as

InnoBook, Smurt Kappa can make a real dierence.

Through this heightened

understanding, we can devise ways

in which to support our customers,

whether its helping them overcome

threats or seizing opportunities

In the next edition o People and

Packaging, we will be ocusing on the

key issues aecting the dairy sector

The BRC Global Standards are composed o our industry-

leading Technical Standards that speciy requirements to be

met by Smurt Kappa to enable the production, packaging,

storage and distribution o sae ood and consumer

products. The Standards are recognised worldwide and

are specied by growing numbers o retailers and branded

manuacturers in the EU, North America and urther aeld.

Certication to a Global Standard, reassures PepsiCo o

the capability and competence o Smurt Kappa, and

reduces the need or PepsiCo to carry out their own audits.

Scoring well on the AIB GMP Inspection conrms that

Smurt Kappa is committed to doing all it can to provide

clean, sae products. Compliance or both certications

is continuously monitored and any ailings can result in

certication being withdrawn.

Robin Greenwood, PepsiCos Packaging Vendor Assurance

Manager says; When consumers open a pack, their

expectations are very high and we must ensure we do

everything possible to meet them. Smurt Kappa plays a

major role in helping us to deliver this by implementing the

PepsiCo quality and ood saety standards in every plant,

every single day.

Ian Naylor, Smurft Kappa European

Account Manager, comments;

Good Manuacturing Practice is very important to

everyone at Smurt Kappa. We operate a wide ranging

Pan-European education programme or our personneldesigned to identiy

root causes, not just

symptoms to ensure

that we comply

with EU regulation,

and most importantly

that we exceed our

customers high

expectations.

Pan-Europeanhygiene standardssuit PepsiCoEighteen o Smurft Kappas

European corrugated plants

have achieved the highest

certifcation o their hygienestandards to enable the supply

o ood-contact packaging in

accordance with global giant,

PepsiCos exacting standards.

The ve-year programme o certication, at all

eighteen o the plants, involved stringent testing and

internal auditing o Smurt Kappas procedures to

British Retail Consortium (BRC)/Institute O Packaging

(IOP) standard. At teen o those plants, practical processes

were also audited to the American Institute o Bakers (AIB)

GMP certication or Good Manuacturing Practice.

Market Insight Market Insight


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11

Perormancepackaging

Perormance packaging is a phrase

that many people use, but ew have

an in depth understanding o. As an

integrated producer, controlling all

stages o the packaging production

process, rom fbre production to the

fnished pack on the shel, Smurft

Kappa are the originators o the sciencebehind perormance packaging.

Smurt Kappa believes that understanding the customers business

chain and how packaging ts into that chain are the core requirements

o producing the correct technical specication o packaging. Our

aim is to reduce the amount o non-unctional raw material to create

packaging that is strong, protective and neither too light nor too

heavy, producing the optimum perormance packaging.

Two programmes that have been developed over ten years by Smurt

Kappa, are central to this understanding, Pack Expert and Paper to

Box. Pack Expert is used to calculate the stresses and loads that

your packaging will experience in the supply chain and calculates the

optimum strength o the board required.

Paper to Box is then employed to select the most suitable grades,

mixes o paper and fute combinations necessary to create the correct

corrugated board. The resulting specication guarantees a cost

eective pack that is t-or-purpose.

Benchmarking over fteen billionpackages each year

This suite o programmes is based on an in depth and scientic

knowledge o how packaging behaves physically in the supply chain and

is calibrated using a benchmark o over teen billion packages each

year across all market segments. Among other things, they take into

account environmental conditions, personnel skills in the supply chain,

the sustainability benets o virgin or recycled bres, and what eect liner

combinations and fute designs may have on the packaging.

Paper to Box developments

In line with global sustainability developments at Smurt Kappa,

Paper to Box has been updated to include new parameters

to refect CO2 ootprint as criteria or perormance. As well

as providing sustainability, the Paper to Box programme

provides complete assurance that we will use the optimal board

composition or your package. It does this by physical modelling

and utilising an extensive and regularly updated board

perormance benchmark module o all materials available,

comparing perormance against all relevant parameters.

Over ten years experience o applying perormance packaging

Corrugated board has been around or nearly 140 years but is comparable with many o todays high-tech materials used in the

aerospace, automotive and construction industries. Like them, it is a high perormance, lightweight material that has exceptional

strength, belying the lightweight, fexible component it is made rom.

Benchmarking over 15 billion

packages each year

T-Flute - changing theDNA o packaging

Smurt Kappa UK has launched a new

microfute board using an innovative, patented

manuacturing process. An alternative to carton

board it is one o the slimmest microfute

boards produced by Smurt Kappa.

T-Flute delivers a super light weighting

opportunity using FSC certied, 100%

recyclable material. Uniquely, this new board

allows designers to incorporate curves into

their packaging and can combine the regular

geometry o a standard pack with the curves

o a tube in a single pack with a litho-quality

print nish.

Like many aspects o design, there is no single best solution; perormance

packaging depends on local conditions and understanding the customers

needs. Smurt Kappa has over ten years experience o applying

perormance packaging, more than any other manuacturer.

The key to designing perormance packaging is our-old:

The optimal board design, considering the merits o eective material consumption,

high or low fute and the resulting perormance per Euro invested.

The best liner combination to reduce the outward ailure o load-bearing walls.

The optimal fute paper and fute height to maintain the bending resistance.

The choice o liner type: speciying recycled bres as standard, or virgin bres or

severe conditions such as where moisture is present or or long-term loading.

Technical Expertise Technical Expertise


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15

Focus on heavy duty productsAll packaging is required to protect the

product it contains, but some products need

more protection than others.

Designed to your exact

perormance requirements

Smurt Kappa manuactures a wide variety o heavy duty

products ranging rom Octabins, pallet packs, palletainers

and composite material packs. Each is designed to precise

size and perormance requirements ensuring the solution is

cost eective, easy to assemble, unctional and suciently

strong during transit and storage.

The sustainable alternative to timber

With ISPM-15 (International Standards or Phytosanitary

Measures) restricting the use o timber in international

trade, heavy duty corrugated board oers a unique

timber replacement solution. Compared with timber and

plywood packaging, heavy duty corrugated solutions are

considerably lighter, reducing shipping costs and carbon

emissions. Manuactured rom 100% recyclable material,

heavy duty corrugated packs are designed to be easily

recycled in the regular corrugated waste recovery system.

Eliminate product damage

For ragile and vulnerable items, heavy duty packaging

is the ideal solution to ensure your product arrives at its

destination in pristine condition. All Smurt Kappa solutions

are designed to perorm throughout the supply chain to

minimise, or even eliminate, any product damage and the

associated nancial losses.

Just another box in the wallIts not oten that a business best knownor being a market-leader in corrugated

packaging takes the centre stage at a rock

concert, but Smurt Kappa has specially

designed giant corrugated bricks to create

one o the most iconic set pieces in music

history. Roger Waters, o Pink Floyd ame

is touring throughout Europe and the USA

with The Wall tour eaturing a 73m wide

wall made up o 400 reproo, reusable and

recyclable corrugated cartons, or bricks.

Neil Lupin/Getty ImagesEntertainment/Getty Images

Heavy duty packs are designed or situations when extremes o protection are required.

From ragile, valuable products to weighty, bulky or simply large goods, heavy duty packaging

will withstand the demands o the supply chain, no matter what the distance.

Heavy duty packaging guarantees durability and is supplied in a wide range o hard-wearing

boards, including double and triple wall.

Products Products


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6

European Approach

Seamless productiontransfer across Europe

Contact Us

Smurft Kappa Europe

Pan-European Sales, Rue Goethe 2, Paris, France

Tel.: +33 1 49 52 32 00

Email: [email protected]

People and Packaging is published twice a year

Editorial Team: Nienke Odekerken, Mike Drummond and Julie Robinson

Managing Editor: Siegried Jacobi

For more inormation on our products and services

please visit www.smurftkappa.com

Following a move o Hewlett Packards (HP) computer

server build division rom Scotland to the Czech Republic,

Smurft Kappa has ensured continuity o supply or

this major client by seamlessly transerring its

packaging production to the Czech Republic.

Kolin,Czech Republic

Renfrew,Scotland

The transition rom Smurt Kappa in Renrew,

Scotland to the new site in Kolin, Czech

Republic is due to conclude in August 2011

and displays Smurt Kappa geographical reach

and fexibility across Europe.

The ulllment model developed by Smurt Kappa

Packaging Solutions in Renrew over the years had

become an integral part o HPs production process

so it was vital that all processes and specications

remained the same. One o Smurt Kappas

unique selling points is the ability to

keep print and colours uniorm across

the whole o Europe.

The process wouldnt have been

possible without the dedication

o the people involved and the

strong collaboration between

Smurt Kappa and HP.

Documents

People & Packaging - No 6