DS Smith has partnered with Veetee to create a sector-leading, fully recyclable Rice Box with the aim of removing over 50 tonnes of problem plastic
Delivering sustainable packaging with optimal consumer convenience significantly increases a brand’s chance of standing out on the shelf. Veetee Rice Ltd’s dry rice pack is a sector-leading solution that removes the need to use plastic bags or standard skillets in its packaging, with a box lid that can be removed, used as a measure, and then reseals the pack for ease of storage.
As one of the UK’s largest rice companies, Veetee’s pioneering solution is a fully recyclable fibre-based rice box with a unique portion measure and was created by DS Smith who works closely with their customers to support the removal of problem plastics from supermarket shelves.
The innovative solution reinforces both companies’ position as sector leaders in plastic replacement, as the fully fibre-based box replaces existing plastic bag options currently on the market and aims to remove over 50 tonnes of plastic from the UK market.
FTSE 100 sustainable packaging company DS Smith worked closely with Veetee and its design brief to create a product that is not only friendlier on 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.
Dave Ellerington, Head of Design & Innovation and Business Development at DS Smith Packaging UK & Ireland said: “It’s been excellent to work with Veetee who share 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 being sustainable.
“Our work with Veetee has once again been able to show how packaging is vital for brands who are looking to become more circular and reduce their environmental impact”.
James Brett, Marketing Director for Veetee Group said: “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 maximise 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.
Market-first rice box champions sustainability in sector
DS Smith has partnered with Veetee to remove over 50 tonnes of problem plastic with innovative fully recyclable fibre-based rice box
Veetee Rice Ltd – one of the largest rice companies in the UK, supplying rice to major supermarkets and exporting internationally to over 50 countries – has partnered with DS Smith to create packaging that optimises consumer convenience and helps it stand out on supermarket aisles, whilst designing-out unnecessary plastics.
Veetee sought to introduce several new features to their packaging design including developing a premium dry rice pack for supermarkets, replacing plastic bags with a carton board pack and ensuring the carton was leak-proof and stable when being filled on Veetee’s automated packing lines.
In collaboration with Veetee, DS Smith’s technical and operational experts went through a series of design developments. The final product successfully designed-out the need for plastic bags and created a lid that doubled up as a portion measure, which is unique in the sector.
The concept of incorporating the portion measure solves a consumer problem and helps Veetee to stand out from its competitors. The new packaging design – which is a fully recyclable fibre-based box –aims to remove more than 50 tonnes of plastic from the UK market and demonstrates DS Smith’s continued expertise in replacing problem plastic.
Dave Ellerington, Head of Design & Innovation and Business Development at DS Smith Packaging UK & Ireland said: “Reducing the volume unnecessary plastics in circulation and giving consumers truly sustainable options are two goals that we share with Veetee. We used our unique circular design principles in the development of this solution, to ensure the final product would maintain and optimise materials whilst being fully recyclable.
“Our work with Veetee has once again highlighted why packaging cannot be overlooked by brands looking to reduce their environmental impact. It’s really satisfying knowing that our solution will remove over 50 tonnes of problem plastic from circulation, avoiding further waste being sent to landfill or ending up in our environment.”
James Brett, Marketing Director for Veetee Group said: “Working with DS Smith to create our market-first rice box has allowed us to achieve our goal of selling a product that is not only premium, but disruptive and sustainable. We’re proud to be providing an enhanced customer experience as the only brand to include a portion measure within the packaging’s design.”
The rice box has been developed to be filled on Veetee’s fully automated packing lines and within its existing footprint to maximise and improve supply chain efficiency. The one-piece design enables a high-quality print to be used on the inside and outside of the carton, creating an enhanced customer opening experience. The complex double-skinned construction creates a collar for the lid, whereas most other carton packs are single skinned.
The pack is entirely designed, developed and manufactured in the UK at DS Smith’s Neath site.
For more information on DS Smith, please visit: https://www.dssmith.com/packaging
For more information on Veetee Rice, please visit: https://www.veetee.com/
About DS Smith:
DS Smith is a leading provider of sustainable fibre-based packaging worldwide, which is supported by recycling and papermaking operations. It plays a central role in the value chain across sectors including e-commerce, fast moving consumer goods and industrials. Through its purpose of ‘Redefining Packaging for a Changing World’ and its Now and Next sustainability strategy, DS Smith is committed to leading the transition to the circular economy, while delivering more circular solutions for its customers and wider society – replacing problem plastics, taking carbon out of supply chains and providing innovative recycling solutions. Its bespoke box-to-box in 14 days model, design capabilities and innovation strategy sit at the heart of this response. Headquartered in London and a member of the FTSE 100, DS Smith operates in 34 countries employing around 30,000 people and is a Strategic Partner of the Ellen MacArthur Foundation. Its history can be traced back to the box-making businesses started in the 1940s by the Smith family.