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An E-Commerce Packaging Solution Good Enough to Eat

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Bread rolls made in the shape of footballs, hockey pucks and baseballs ? The Austrian start-up company Eat the Ball makes this possible with a new manufacturing process. To promote this extraordinary product, DS Smith has developed an extensive concept in cooperation with the customer. The first step is a functional and attention-grabbing e-commerce packaging solution whose special eye-catcher is a stylish interior print. The high-quality printed images underline the premium character of this innovative product and whet the appetite for the bread specialities depicted already when opening the packaging.

With its innovative fermentation technology, the Salzburg-based company Eat the Ball established the world’s first branded bread. The bread of a new generation is carefully made from natural ingredients, remains fresh for a long time and, thanks to its unusual shapes, is an absolute eye-catcher on the plate. The new product is available from the company’s own online shop and from many wholesalers and retailers in Germany, Austria, Switzerland and the USA. In order to enhance brand awareness and sales, both online and offline, Eat the Ball relies not only on the prominent support of professional athletes such as the Austrian national football player and Bayern Munich left-back David Alaba, but also on the many years of expertise of display and packaging specialist DS Smith. In 2018, a comprehensive concept for the brand presentation of the products at the stationary and digital points of sale was developed at DS Smith’s Impact and PackRight Centre in Erlensee, considering the complete supply cycle and current market trends - starting with creative sales displays and effective promotional tastings through to brand-compatible packaging for the new Internet distribution channel.

The e-commerce packaging, designed in three sizes, was the first project to enter production. The discreetly branded shipping box shines in pure white on its outside. This makes it look sophisticated and suggests natural health right from the first contact at the front door. Easy to open without damage thanks to tear-off perforation, the packaging unfolds a very special explosion of taste inside : Inspiringly designed images of food on the opened lid of the box - printed in high-quality five-colour offset and refined with varnish coating - whet the appetite for the bread assortment. Taking out the products, the golden ears that appear leave no doubt about the main ingredient of the product. In line with the brand’s slogan "Eat smart, feel good", DS Smith has created a premium packaging for Eat the Ball with maximum attention-grabbing character in online retailing.

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