Helping UK’s biggest sausage brand increase sales growth
Smurfit Westrock’s ShelfSmart design boosts Richmond Sausages’ shelf presence
Smurfit Westrock worked with Kerry Foods to revamp Richmond Sausages’ shelf-ready packaging using its ShelfSmart process, introducing vivid green hues and a branded design that stood out among brown boxes to attract attention. A sturdier board and user-friendly perforations improved transit performance and opening experience, resulting in a 5.8% rise in brand penetration and sales growth driven by retailers.
The Challenge
The existing packaging for Richmond Sausages, part of Kerry’s Food, did not support the Richmond brand or give the desired shopper experience, and they were getting damaged and were difficult to open. A new design that would give a premium feel was needed but the new pack would need to stay the same size to work on their existing production lines.
The Approach
We worked with Kerry Foods key stakeholders at a ShelfSmart workshop creating a virtual environment to test the solution. The results showed the existing pack was not fit for purpose. We redesigned the artwork to improve visibility on shelf. In addition we upgraded the board grade to improve the opening experience and increase the strength for stacking and palletisation.
The Result
The result was a 5.8% increase in brand penetration for UK’s biggest sausage brand and a sales growth driven by retailers.
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