DS Smith develops retail-ready packaging for Asda stores

The pack can be transformed from RRP to a display unit by opening the perforations on the side of the tray to create special locking tabs.

DS Smith was asked to create RRP that complied with the 'five easys' - easy to recognise, open, shelf, shop and dispose of - as the pack will go exclusively into Asda stores.

Asda's crisp and snacks buyer for impulse grocery shopping Dave Cresswell said: "The RRP has improved the on shelf availability and increased efficiencies in store. This, with strong visibility on shelf, has worked well for both Asda and Seabrook."

RRP is a major focus for DS Smith Packaging, which opened its Impact & Innovation Centre in Ely last autumn and is already attracting some top brands.

The centre holds a mock-up of a supermarket and back-of-store environment where packaging specifiers and buyers can spend time developing how best to use RRP to sell more products.