Case study: Bendicks shelf-ready pack reduces material use by 32%

Bendicks, a well-known confectioner in the UK market for many years, collaborated with GWP Packaging’s design team to address several packaging issues they were experiencing. Challenges included transit damage, inefficient shipping, poor in-store presence, and excessive material usage.

Following a project where both parties worked closely together, the redesigned shelf-ready pack was so successful that Bendicks utilised it across several other key lines.

Bendicks faced several issues with the shelf-ready packaging (SRP) they were using in retail stockists.

Challenges included the existing pack offering little stacking strength, despite using an excessive amount of material. As such, products often arrived at stores looking tatty with signs of being crushed. The contents were also transported in an angled position – to fulfil the presentation requirements when in store – but this meant there was considerable wasted space during shipping, leading to increased costs.

Worst of all, for transportation, a plain 0201 was placed over the SRPs, which packing staff then sealed with tape. The design meant that once in the store, shop staff frequently cut the tape at the top, resulting in the knife then damaging the contents.

As a result of these challenges, the presentation in-store was often compromised, and the packs were difficult for shop staff to use.

GWP Packaging’s design team, led by Mike Poynter, worked closely with Bendicks to first develop a detailed brief. Key points included the requirement for the pack to prevent damage in transit, to perform a point-of-sale function with contents displayed at a fifteen-degree angle, and for it to be easy to merchandise by shop staff.

GWP also identified that Bendicks’ positioning as a luxury brand within the market was crucial, with the overall aesthetic needing to project quality and reflect the brand’s place within the crowded confectionery sector.

To achieve the desired solution, GWP redesigned the main tray to incorporate full-depth width panels, solving the problem of crushing during transportation.

Incorporating this feature also allowed GWP’s designers to add a radius to the internal flaps, which in turn enabled the back of the pack to be positioned either upright for transport or at a fifteen-degree angle for display.

Mike’s team also created a new lid design, allowing the packs to pass through automated taping equipment. As a result, shop staff can cut the tape at two clearly indicated points, ensuring the blade has no potential to damage the contents.

After initial samples passed transit tests, the new packs were printed and die-cut at GWP’s manufacturing site in Wiltshire.

The new pack proved to be a huge success, yielding several vital benefits for Bendicks.

Firstly, the new design virtually eliminated damage caused during transit.

Secondly, the feature allowing the contents to stand upright during transit and then at an angle during display resulted in an 18% reduction in the volume of the packs. This size reduction has enhanced pallet efficiency, resulting in savings in transport costs.

Thirdly, to save on material, two-thirds of the lid comes from the waste of the base tray. This clever layout not only saves material, but it also consolidates the entire pack into a single component, rather than three, as with the previous design. Doing so has resulted in Bendicks achieving cost savings of 32% in materials and extensive savings in production, as a result of the single blank now being manufactured.

Finally, the new lid design also maximised the surface area for graphical impact, with high-quality flexographic print in rich, deep colours, helping consumers instantly recognise the brand when in store.

Joe Allen, part of the Bendicks team that worked with GWP on the project, commented:

GWP did a great job on the redesign of the pack. The new version has not only reduced the amount of transit and store damage the line was facing, but has also realised some quite significant cost savings as well. And this has all been achieved while maintaining the visual impact that fits the Bendicks brand.

Annual usage on the initial line that GWP redeveloped is approximately 10,000 units. However, due to its success, Bendicks rolled out the design to a further four of their popular retail lines.

GWP’s customer-first approach, working closely with key stakeholders at Bendicks’ business, not only resolved the issues they were facing but also led to significant savings on transport and material costs. All while maintaining presentation and visual impact in retail outlets.

If you feel that your packaging could be working harder – to both protect your products in transit and drive sales in store – please get in touch.