Lately, the design of European candy packaging has undergone a minor revolution. Smarties' iconic carton tube has been replaced by a hexagonal pack made from Stora Enso cartonboard. Nestlé has revamped the package to ensure the brand remains fresh and dynamic.
Modern touch and feel for Smarties
Smarties have been sold in a cylinder-shaped tube since they were first launched by Rowntree's of York in 1937. The iconic design has inspired children and artists alike and the package has remained practically unchanged for 68 years. Changing and reshaping the Smarties package has been a careful process, carried out in close collaboration between Nestlé units in Germany and the UK. The new packs have been launched in Western European markets during the summer.
"The new hexagonal shape clearly has a modern touch and feel, and it makes the package more dynamic and interesting to consumers," says Christin Hermann, Manager of Confectionery Product Coordination at Nestlé Germany's Export Division. "Consumers benefit from the re-closable flip-top opening system that can be operated with one hand. There is also a new portioning system that drops just one or two candies at a time - so the Smarties won't spill onto the floor even if the package is turned upside down," Christin Hermann explains.
Everything made from cartonboard
Material aspects also speak in favor of the new hexagonal or six-sided pack. "This is a monomaterial package made from Neocart carton without an additional plastic lid. Another important issue is product safety, and with the new built-in carton flip-top lid we are able to ensure the originality of the pack and its contents," says Joachim Soditt, Head of Confectionery Packaging Development at Nestlé Germany.
"The structure of the package is quite demanding, since the six-sided shape involves a lot of corners and gluing points for such a small surface. The carton must also function well in regard to the opening-closing system that has been specifically produced for this package. Also, as always, we can only accept the best possible printing surface and complete neutrality with regard to odor and taste," Joachim Soditt concludes.
Scope for creative solutions
Nestlé's hexagonal Smarties pack is made from Stora Enso Neocart. It is a fully-coated folding boxboard with excellent bending stiffness and high bulk - necessary qualities for a six-sided package. Neocart is part of the Stora Enso Chocolate and Confectionery packaging boards range managed by Wilfried Schmahl.
"There is scope for creative and more dynamic packaging solutions that sell better in the fast-moving market for sweets and confectionery. Increasingly, the major players are all developing exciting shapes and designs that support the brand and boost shelf presence. Our job is to back them up with suitable materials and coating solutions with the best possible optical properties, organoleptic performance and convertibility," says Wilfried Schmahl, Business Coordinator for Stora Enso Chocolate and Confectionery packaging boards.
Nestlé's Smarties packs are produced by Field Group who print the hexagonal shaped carton at its sites in the UK and Germany. Field worked closely with Nestlé's design team to develop the innovative closure for this exciting new carton and to ensure the new design would run smoothly on high-speed packing lines. The new pack is printed in six colours with an overcoat varnish.
Direct link to picture: http://bmt.storaenso.com/storaensolink.jsp?imageid=050814CB04
For further information
Stora Enso Deutschland GmbH
Wilfried Schmahl, Business Coordination Chocolate & Confectionery
Tel. +49 211 581 2537
Wilfried Schmahl, Business Coordination Chocolate & Confectionery
Tel. +49 211 581 2537