Jacob’s Cream Crackers cut plastic packaging by nearly 80%

DS Smith says it has helped reduce plastic packaging for one of the UK’s most iconic brands by nearly 80%.

Global snack and confectionery firm Pladis approached DS Smith about creating new packaging for its Jacob’s Crackers selection pack.

DS Smith says the new packaging features 78% less plastic per pack than before, saving over 373,248g of CO2 to date.

The new packaging, which is already on-shelf,  keeps the same design associated with the brand.


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Paul Bridge, change manager, DS Smith, said:“Now more than ever, consumers are concerned about the amount of plastic in their packaging.

“We were delighted to work with Pladis on new packaging for their iconic Jacob’s Cream Crackers. The challenge with attempting to cut plastic out of packaging often means it can compromise the design. The new design is already on-shelf, and we’ve taken the learnings from the project to see how we can apply them to future solutions we work on.”

David Guy, packaging director, Pladis UK&I, said: “Redesigning our packaging was a big moment for us, especially as Jacob’s is such an iconic brand which customers know and love.

“We were delighted to work with DS Smith, and they really hit our brief, finding a solution which worked with our current manufacturing set up without compromising on branding.”

Earlier this month, DS Smith urged the next UK government to adopt tighter rules on plastics, saying it is “not enough to have a few windmills in the sea”, if the UK wanted to propel a greener economy.

Food and farmingMaterials and packagingNet zeroNews

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