It replaces a vacuum-formed plastic tray with a Forest Stewardship Council (FSC) certified corrugated pack with a single-faced 'on display' (Ondi) fluting.
The SRP is designed to ensure the optimum product display on the shelf for the pre-packed cheese slices. Smurfit Kappa Ondi packs have exposed fluting on one side of the board. These are used to grip the primary packaging securely from the sides and the bottom, ensuring the product always shows the consumer its display face.
The move from plastic to a FSC-certified, recyclable corrugated SRP is part of Sainsbury's pledge to step up its recycling and reduce the amount of end-of-life packaging it sends to landfill.
To develop the SRP, Smurfit Kappa worked closely with Sainsbury's packaging department and its cheese supplier: Singleton's Dairy in Lancashire.
Stuart Lendrum, head of packaging and design at Sainsbury, said: "SRP is part of the mainstream of food merchandising, ensuring that products are clearly presented on the shelf. Managing the consistency of presentation while ensuring that packaging meets our environmental, print and structural quality requirements and works efficiently for our suppliers' packing processes is a difficult balance to find."
Contact: Smurfit Kappa