Smurfit Kappa has used its eSmart service to enable a Latin American egg provider to successfully enter the eCommerce channel.
Granja Mantiqueira decided to launch a new ‘Egg Club’ through which consumers could order eggs online for home delivery in Brazil. Aware that packaging plays a critically important role for the eCommerce channel, especially for a product as fragile as eggs, the company tasked Smurfit Kappa to come up with a solution.
The corrugated packaging company used its eSmart service to identify a packaging concept that would both protect the product and drive sales growth. A pack was created to promote both the Egg Club and the Mantiquiera brand, alongside creating a positive consumer experience.
Styled like a briefcase, the packaging is designed to keep the eggs fresh and secure throughout the supply chain. It is also attractive from a sustainability perspective because more packs can be shipped during transportation and it is 100% recyclable, biodegradable and renewable.
‘We identified a big interest for this idea of receiving eggs at home,’ explained Leandro Pinto, founding partner of Mantiquiera Group. ‘So we decided to offer an additional channel to consumers who are looking for a more practical solution for their daily lives. Smurfit Kappa worked with us to come up with a sustainable packaging solution which delivered against a number of briefs including emphasising the premium quality of the eggs.’
‘The fragile nature of eggs was a key factor in this project,’ added Smurfit Kappa Brazil CEO Manuel Alcalá. ‘We took a data-driven approach and used our eSmart service tools to design a fit-for-purpose and attractive packaging solution.
‘We reviewed all aspect of Mantiquiera’s supply chain to ensure that all products were delivered in perfect condition with no damage or breakages. Made from paper-based packaging, the packs we created are optimised for the eCommerce sales channel, meeting the needs of customers looking for a faster and more efficient delivery to their homes.’
