Smurfit has introduced a range of corrugated "shelf-ready" packs in response to growing retailer demand for transit packaging that can also be used to display the goods eye-catchingly on-shelf with minimal unpacking.

Sales and marketing director Andrew Woollard says it has recruited talented packaging designers from across Europe to design a range of shelf-ready “Shelf-Assured” packaging which will save retail staff shelf significant replenishment time in eliminating the need to decant inner cartons from a corrugated outer, while also reducing packaging waste.

Customers ordering Shelf-Assured packs will also benefit from Smurfit’s Printvision initiative, via which it says it can help companies achieve greater brand recognition by offering the broadest possible range of print processes.

Woollard adds: “Retailers tell us the last 50 yards of the supply chain are where they incur the greatest cost. The Shelf-Assured initiative is designed to address this via strong, robust corrugated packs, conceived using our InnnoBook database which draws on the best designs available from our many European plants, that can be opened and placed straight on shelf.

“Via Printvision, we can offer print processes ranging from pre-print and direct litho to post-print and litho laminated, while the packs can be intricately die-cut if required.”

Smurfit is talking to several potential customers and is “very close” to concluding a deal with a large UK FMCG supplier to the multiples.