UK-based glass packaging manufacturer Beatson Clark has developed new smaller, stylish bottles for M&S own-brand salad dressings range.
Image: M&S salad dressing in Beatson Clark’s bottle. Photo: courtesy of Beatson Clark.
M&S has decided to change the packaging for its salad dressings products after a research showed that consumers throw away unfinished product, Beatson said.
According to a research conducted by English Provender Company (EPC) for M&S, customers consider the existing salad dressing bottle was too big and often threw away the unfinished product once it passes use-by date, thus creating unnecessary waste.
The existing bottle (a bespoke embossed 275ml dressing bottle) was considered quite large with wide neck, making it difficult to control the pour and portion control of some of the salad dressings.
As a result, M&S has selected Beatson Clark to design a new bottle that would look attractive on the dinner table and offer greater control when pouring the dressing.
Beatson Clark’s in-house design team has designed the new bottle by taking into account technical considerations such as line constraints and fills speeds.
M&S lead packaging technologist Kevin Vyse said: “Our new dressing bottle looks small but substantial and was designed following extensive testing to make sure it fits into the average fridge door much more easily than its predecessor, as well as being easier to pour from.
“With its minimalist and simple design the new bottle looks very different to anything else on the market at present. The clear glass, which contains on average 30% recycled material, lets the consumer see the product within and gives the quality feel we were looking for.”
The new 235ml container, which is a smaller stand-out artisan bottle, features a narrower neck designed to allow consumers to control the flow of dressing more easily, Beatson said.
Beatson Clark sales and marketing director Lynn Sidebottom said: “We were delighted to be asked to create this new dressing bottle for M&S on behalf of our long-standing clients English Provender Company.
“Our technical innovation and our flexibility are two of our strengths and everyone is really pleased with the finished container.”