m&s soup pack
M&S soup pack
Packaging and innovation of M&S soup packaging
Challenge
Challenge
To innovate and design around the consumer behaviour for M&S soups whilst conveying freshness and appeal.
The packaging had to heat evenly, with minimal heating pockets, could be used to drink out of, be easy and clean to pour.
The whole cooking and eating experience of the soup category had to be elevated whilst taking into consideration materials and carbon footprint.
Value
The result was a easily heatable and handleable tupperware style packaging made out of transparent RPET . The form is tapered for simple easy labelling of the corrugated card. This allows the consumer to eat straight from the pack or decant into a bowl without burning oneself, with minimal spillage. The form itself allows for super efficient space transportation saving approximately 20% more than current and the inner heat core ensures the soup is served perfect every time without stirring.
The transparency allows the freshness of the ingredients to directly speak to the consumer and well as be easily recyclable after use.
Alternatively various Bioplastics can be uses to increase the level of sustainability (especially in todays climate), the trade off would be the transparency.
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