What is the primary goal of the partnership between DS Smith and Serele SuperR?

The partnership aims to eliminate ten million plastic tomato packages by replacing single-use PET trays with fully recyclable, fibre-based punnets made from 100 percent renewable, FSC-certified materials.

How did DS Smith tailor the new punnets to Serele SuperR’s tomato products?

DS Smith’s design team evaluated the cooperative’s existing packaging and created four corrugated punnet formats optimized for fresh tomato varieties. Features include angled corners to secure cherry tomatoes, reduced empty space, and improved handling across production lines.

What environmental benefits have been recorded during the three-year rollout?

The initiative has eliminated ten million plastic trays, cut carbon emissions by 46 percent compared with PET packaging, and reduced material use by up to 21 percent without compromising product protection.

DS Smith's New Fibre-Based Packaging Drives Plastic Reduction

Paper Recycling | 2025-12-11 11:13:41

Each punnet is paired with a recyclable flexible film to enhance shelf appeal.

By Paul Ploumis

DS Smith's New Fibre-Based Packaging Drives Plastic Reduction

Summary

Plastic Replacement: DS Smith partnered with Serele SuperR to replace ten million plastic tomato packages with 100% recyclable, FSC-certified corrugated cardboard punnets.
Innovative Design: The new fibre-based punnets feature angled corners to hold various cherry tomato types securely, reduce empty space, and improve packing and shelf presentation.
Sustainability Gains: The three-year rollout cut carbon emissions by 46%, reduced material use by up to 21%, and enhanced logistics efficiency across retail supply chains.

SEATTLE (Scrap Monster): DS Smith, an International Paper company and a leading producer of fibre-based packaging, has partnered with agricultural cooperative Serele SuperR to phase out ten million plastic tomato packages in favour of recyclable, corrugated cardboard alternatives. The collaboration centers on replacing single-use PET packs with fibre-based punnets made from 100 percent renewable, FSC-certified materials.

DS Smith Collaborates to Replace EPS with Sustainable, Fibre-based Alternative

DS Smith’s design team analyzed Serele SuperR’s existing packaging and developed four corrugated punnet formats tailored for fresh tomato varieties. The redesigned packs are easier to handle on production lines and fully recyclable after use. An angled-corner structure helps hold different cherry tomato types securely while minimizing empty space, improving storage and presentation in retail environments. Each punnet is paired with a recyclable flexible film to enhance shelf appeal.

The three-year rollout has delivered measurable gains. Serele SuperR reports the elimination of ten million plastic trays, a 46 percent reduction in carbon emissions compared with PET packaging, and up to 21 percent lower material consumption without compromising product protection. Logistics efficiency has also improved across retail supply chains.

POLL

What do you consider the most significant driver behind Serele SuperR’s decision to replace PET trays with fibre-based punnets?

Reducing plastic waste and improving recyclability

Lowering carbon emissions across the supply chain

Aligning with retailer and consumer sustainability expectations

Frequently Asked Questions

What is the primary goal of the partnership between DS Smith and Serele SuperR?
The partnership aims to eliminate ten million plastic tomato packages by replacing single-use PET trays with fully recyclable, fibre-based punnets made from 100 percent renewable, FSC-certified materials.
How did DS Smith tailor the new punnets to Serele SuperR’s tomato products?
DS Smith’s design team evaluated the cooperative’s existing packaging and created four corrugated punnet formats optimized for fresh tomato varieties. Features include angled corners to secure cherry tomatoes, reduced empty space, and improved handling across production lines.
What environmental benefits have been recorded during the three-year rollout?
The initiative has eliminated ten million plastic trays, cut carbon emissions by 46 percent compared with PET packaging, and reduced material use by up to 21 percent without compromising product protection.