Smurfit Kappa has developed a 100% paper-based packaging solution that allows consumer goods company Reckitt to distribute its brands via Amazon without single-use plastic blisters or fillers. Smurfit Kappa tells us more about the solution, which is a finalist in the E-Commerce category of the Sustainability Awards 2022.   

You’re a finalist in the Sustainability Awards 2022. Congratulations! To start off, could you summarise your entry, Reckitt’s eCommerce Sustainable Packaging Solution for Amazon, in less than 50 words?

Reckitt’s eCommerce Sustainable Packaging Solution for Amazon is really sustainable. It replaced over 130 tonnes of single-use plastic blisters in 2020 and 2021 with 100% paper-based packaging, which generates 17.5% less CO2 emission and less impact when littered compared to polyethylene (PET).

2. Why do you think the judges were impressed with your entry? Tell us about what is innovative about your project and/or about its impact on packaging sustainability.

The judges were impressed with our entry because Smurfit Kappa and Reckitt’s innovative solution stands out and takes a lead in sustainable e-commerce.

We designed an innovative packaging that replaces the single-use plastic blister and possible plastic fillers with a 100% paper-based solution that complies with all e-commerce requirements.

With our expertise, we allowed the standardization of Reckitt’s e-commerce packaging to a single SKU, that is adaptable to sell different configurations of bottles and/or gadgets and avoids additional fillers.

As for the end users, the new packaging solution enhances the customer unboxing experience with a damage- and frustration-free design that guarantees the safety of the product.


How has your innovation/initiative been received?

We’ve had positive retributions from different aspects:

  • “The packaging was great and great value for money,” according to highlighted feedback from Amazon customers regarding the packaging.
  • Highly-visible sustainability advertisements on Amazon: “50% less plastic”, “0% landfill plant”, “100% recyclable box” and “No sharp objects to open blister pack”.
  • A sales increase of more than 20% from 2020 to 2021.

You’re shortlisted for the E-Commerce category. What do you see as the key demands, challenges and opportunities in relation to e-commerce in packaging?

E-commerce is one of the channels with outstanding growth, if not the most, and this increase is expected to continue. Unfortunately, the amount of packaging waste has also grown significantly and that is a big challenge and opportunity for the companies that care about our planet.

At Smurfit Kappa, we have a holistic view, prioritizing the environmental impact, defining the right material and packaging design while optimizing the picking process, complying with the supply chain and boosting the unboxing experience of the end users.

The sustainable and environmentally friendly packaging designed for Reckitt is able to transport, protect and create an excellent unboxing experience for the customer, which fulfils all the needs of the supply chain and marketing.

The winners of this Sustainability Awards category will be announced at a dinner taking place at the Sustainable Packaging Summit in Lisbon on 13th-14th September 2022. To attend the ceremony, register here.