DS Smith has partnered with Veetee to create a fully recyclable rice box packaging with the aim of removing over 50 tons of problem plastic from the UK market.
Veetee’s pioneering packaging is a fully recyclable fiber-based rice box with a unique portion measure and was created by DS Smith, which works closely with its customers to support the removal of problem plastics from supermarket shelves. The new packaging replaces existing plastic bag options on the market and aims to remove over 50 tones of plastic from the UK market.
DS Smith worked closely with Veetee and its design brief to create a product that is not only friendlier to the environment but makes it simple for customers to measure portions using a replaceable box lid. The concept of incorporating the portion measure is unique to the sector, solving a consumer problem and helping the brand to stand out from its competitors.
‘It’s been excellent to work with Veetee, which shares our goal of reducing the use of harmful plastics and giving consumers truly sustainable options. We were able to use our unique circular design principles and metrics in the development of this design to ensure the final product is convenient for customers as well as sustainable,’ said Dave Ellerington, head of design and innovation and business development at DS Smith Packaging UK and Ireland. ‘Our work with Veetee has once again been able to show how packaging is vital for brands which are looking to become more circular and reduce their environmental impact.’
James Brett, marketing director for Veetee Group, added: ‘Working with DS Smith to create our industry-leading rice box has allowed us to achieve our goal of selling our product that is a premium, sustainable solution and disruptive on the shelf. We’re also proud to be providing an enhanced customer experience through the box’s unique portion measure, meaning the packaging helps our brand stand out from the crowd.’
The pack has been developed to be filled on Veetee’s fully automated packing lines and within its existing footprint to maximize and improve supply chain efficiency. Following design, development, and manufacturing in the UK, the rice box was first launched in the US in May 2021 before being sold in major UK supermarkets.