Fact - BPIF Cartons

turning to cartons
brand owners and manufacturers are increasingly
to help boost sales and reinforce brand values

CARTONS
are versatile, cost-e�ective
and o�er an unmatched
carbon footprint!
Packing a Punch With packaging playing a pivotal role in the
protection and promotion of the products on our supermarket shelves, brand
owners and manufacturers are increasingly turning to cartons to help boost sales
and reinforce brand values in a �ercely competitive retail environment.
Fact:
Around 80% of the
wood �bre used by
European paper and
board industry comes
from European forests.
Fact:
Forest coverage in
Europe increases by
an area the size of
London every year!
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Cartonboard technologies have advanced
in leaps and bounds over the last few years,
enabling packaging specialists to design
and manufacture high-quality cartons in
truly bespoke forms at the kind of
volumes that now make them among the
most appealing and cost-e�ective options
available.
Unique custom-designed styles o�er
product di�erentiation and tangible brand
support, while imaginative extras including
striking print �nishes, anti-counterfeit and
security features add value where it most
counts: on the shelf! Cartonboard can also
readily be combined with other materials
for added impact; a successful multi-
substrate combination can provide even
greater versatility and value.
Factor in cartonboard’s impressive green
credentials and you have pretty much the
perfect sustainable packaging solution:
renewable, recyclable, recycled, biodegrad-
able and compostable, with a carbon
footprint that’s among the best of all
packaging materials!
The British Printing Industries Federation. Turning to Cartons.
A Lighter Footprint
According to a recent Life Cycle Impact
Assessment commissioned by Pro Carton,
the current average carbon footprint for
cartons stands at 964 kg of fossil CO2
emissions for every tonne of cartonboard
produced and converted. That equates to a
healthy 7% reduction from 2005 �gures.

Change for Good It’s clear that quality packaging
helps to support the environment by minimising waste. But by utilising
cartons more widely, manufacturers and retailers alike can move one step
further towards a more sustainable industry.
Fact:
Around 50% of the
energy used to produce
cartonboard comes
from sustainable
biomass.
Fact:
Forest thinning and
saw mill waste is
commonly used
in cartonboard
production.
• Cartonboard is made from wood
�bres – around 80% of which comes
from well-managed European forests
• New plantings outstrip by far the
wood harvested each year
• Forests provide a rich natural
habitat for plants and animals and
bring economic bene�ts to local
communities
These forests also play an important role in
climate change mitigation. Carbon dioxide
is absorbed and �xed in the ground via the
roots and stumps, while the wood �bres
that are made into cartonboard also store
carbon in the �nished product. Recycling
the cartons keeps the CO2 locked in and
prevents it returning to the atmosphere.
Recycled �bre now accounts for up to half
the materials used in production, and the
board mills themselves derive around 50%
of their primary energy from wood
by-products, making them less reliant on
traditional fossil fuels.
Check out
http://environment.procarton.com/ for quick and easy
info on cartons’ environmental credentials and
http://sustainability.procarton.com for more details.
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Red Squirrel © Paul Cook / Firecrest © Martin Cade Portland Bird Observatory

CARTONS
communicate a persuasive
marketing message
right on the shelf!
Using Your Head It’s o�cial – according to one of the world’s
leading specialists in marketing-orientated brain research, cartons are the
preferred choice of packaging by the majority of today’s consumers!
Fact:
Cartons are made
from wood �bre,
a renewable raw
material which
absorbs CO2.
Fact:
46% of European
land mass is forested.
4
Using a ground-breaking approach, Gruppe
Nymphenburg Consultants (GNC) has
developed brain-based motive and
decision model, Limbic®, which is capable of
analysing the e�ect of packaging on the
buying process. Its �ndings o�er valuable
insights into how to enhance the emotional
e�ect of packaging through form and
design, and how to address di�erent target
audiences more precisely.
The report showed that:
The British Printing Industries Federation. Turning to Cartons.
• Consumers have strong, positive
perceptions about cartons
• This stems partly from the fact
that some of Britain’s best-known
brands have used distinctive carton
packaging for decades
• The unmatched environmental
bene�ts of cartons impart an
all-important feel-good factor
In the study, 700 respondents were
interviewed; the resulting report o�ers new
and greater insights into how varieties of
form, colour and design can best address
speci�c target audiences and their needs
and – most importantly – o�ers ten
practical principles for successful sales using
cartonboard packaging.
Log on to www.procarton.com for the
full report.

Pulling Power! With around 75% of purchasing decisions made in
store at the shelf itself, it makes sound economic sense to ensure that your brand
stands out from the crowd in well-designed, eye-catching packaging.
Fact:
Cartons contribute
on average just 0.1%
to 5% of the cost
of most products.
Fact:
Consumer studies show
that cartons are the
most trusted form
of packaging.
• Cartons provide the ideal
opportunity to communicate a
persuasive marketing message
right on the shelf
• They can be shaped into a
virtually endless variety of forms
for maximum impact
• High-quality print �nishes,
on-pack graphics and special e�ects, e�ects,
such as holograms, create instant
appeal
Surveys also consistently show that
packaging is the most e�ective form of
promotion when consumers are
considering whether to buy products
again – pushing even costly TV advertising
into second place.
Cartons are used across the majority of
sectors from frozen food to household
products. They are also important in the
packaging of premium products such as
cosmetics, perfumes, spirits and
confectionery, where they impart extra
impact. Some of the most iconic brands of
our time – Toblerone, Twinings,
After Eight, Kellogg’s – owe much
to the creative and innovative use of
cartonboard packaging.
5

CARTONS
Made from sustainable
resources which are
natural & fully recyclable.
Tick all the Boxes Packaging that’s lightweight, versatile
and cost e�ective, with short production lead times and powerful shelf appeal
is worth its weight in gold – especially when brand competition is �erce and
margins are tight.
Fact:
Absolutely no wood
from tropical rain forests
is used in the manufacture
of cartonboard.
Fact:
Security features can
actually be embedded
in cartonboard for
full traceability.
6
By utilising cartons, every stage of the supply
chain can be carefully controlled, ensuring
products arrive on the shelf on schedule
and in great shape. Improvements in
cartonboard production processes have led
to substantial reductions in carton weight
over the years and with raw materials readily
available from sustainable sources, cartons
remain consistently cost e�ective.
The British Printing Industries Federation. Turning to Cartons.
• Cartons are easy to stack, in the
warehouse, in store and at home,
and can be recycled widely, with no
complex sorting required
• They can incorporate a wide
range of security systems, including
tamper-evident and child-resistant
designs
• Counterfeiting measures can
easily be factored in
Advances in media technology mean that
novel extras, such as battery-powered
information devices, can be included to
interact with the consumer and deliver
important information - a feature that could
be especially useful on medical products.

Case Studies Here’s just a small sample
of the brand owners and manufacturers who have
embraced the very real bene�ts that cartons o�er...
Fact:
Packaging is the
best method of
stimulating
repeat purchases.
Fact:
Some carton packing
machines can reach
speeds of up to
1000 cartons/min.
Purple Goes Green
Cadbury’s successful Roses and Heroes
brands, previously packaged in a 1kg
tin-plate container are now available in a
colourful, consumer-friendly carton with a
laminated lid for strength and added ‘gift
appeal’. The tin-replacement carton was
developed as part of an initiative designed
to help Cadbury’s reduce its environmental
impact on the planet – the weight of the
pack has been reduced by 45% and is
fully recyclable.
Bubbling up
Premium gin brand, Bombay Sapphire has
recently had a successful packaging
revamp for maximum impact on the shelf
and tangible brand di�erentiation. A
special 3-D e�ect was used to create the
illusion of bubbles that look so real, it’s hard
to resist touching them! The life-like
perspective produces the impression of
depth and mimics an embossed e�ect
that’s truly tactile.
Eggstraordinary!
Famous organic chocolate specialist,
Green & Black’s commissioned the
creation of an innovative carton to
contain its 2009 Easter egg. With the
weight of packaging reduced by a
whopping 60%, the remarkable
bag-shaped carton not only delivered a
powerful retail shelf presence, but also
resulted in an annual weight reduction
of more than 70 tonnes of plastic and
cardboard packaging.
Eco Savings
In line with its ongoing sustainability drive,
Young’s Seafood has relaunched its range of
�sh pies in a new re-engineered outer
carton that uses 12% less packaging, saving
some 242 tonnes of board each year. The
new eco packs are easier to distribute and
take up less space in the freezer, delivering
bene�ts across the supply chain.
Touch Sensitive
With European legislation dictating the
application of key product information in
Braille format on an increasing range of
pharmaceutical packages, it’s important
for brand owners and manufacturers to
�nd a high-quality, cost-e�ective method
of conforming to this crucial legal
requirement. Cartonboard provides the
ideal substrate for the Braille embossing
process whereby dots can be precisely
placed at speed on any or all of the
carton’s faces, resulting in improved
patient security.
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Case Studies continued
Fact:
Cartonboard �bres
can be recycled up to
seven times.
Fact:
Paperboard packaging
comprises 42% of all
packaging in Europe.
Fact:
Around 50% of cartons
in Europe are made from
recycled cartonboard.
Cereal Success
As part of its recent brand re-launch,
Dorset Cereals replaced bags with
cartons - successfully raising both turnover
and pro�tability pro�tability at a stroke! The premium
breakfast cereal company from Poundbury
wanted to increase their market share
while at the same time improving brand
awareness and shelf impact. The exercise
resulted in the creation of an award-winning
carton that really stands out from the crowd.
Smart Selection
Nestlé UK’s removal of the traditional plastic
inserts from its 2009’s Christmas selection
boxes is estimated to have saved around
200 tonnes of packaging compared to 2007
�gures – this in addition to a further 17-20%
weight reduction in the company’s medium
and large boxes. The innovative replacement
card presentation trays make the packaging
easily recyclable without having to
separate di�erent materials and, importantly,
without impacting the product’s quality.
Box Fresh
The innovative one-day carton sandwich
wedge launched in 2000 by Pret A
Manger has revolutionalised the way
sandwiches are marketed and sold today.
This customer-friendly packaging format
quickly became an iconic Pret A Manager
design, reducing the use of plastics and
pioneering an industry-wide uptake
of sustainable cartonboard. The latest
two-day wedge carton now accounts for
approximately 25% of all sandwiches sold
in the UK!
Carry On
The perennial problem of how to transport
drinks from beer tent to table without
sloshing most of it on the �oor �oor �oor �oor �oor has now
been solved, courtesy of an innovative new
drinks tray. The disposable multi-cup tray
is fabricated
from
unbleached
recyclable
cartonboard
and o�ers the potential for prominent
branding opportunities on all six sides.
Pop-up construction makes assembly
a breeze and the cleverly designed side
thumb hole ensures the tray can be carried
safely in one hand.
Gorgeous Gifts
The successful Nivea cosmetics brand
received a sales boost over Christmas,
thanks to the introduction of a specially
commissioned range of eye-catching
gift packs, aimed at delivering optimal
shelf appeal throughout the competitive
seasonal market. The cartons - designed to
securely hold a selection of mini face and
body treats - re�ect the brand's premium
image and make imaginative use of print
�nishes for maximum impact.
British Printing Industries Federation,
Farringdon Point, 29-35 Farringdon Road,
London EC1M 3JF
Telephone: 020 7915 8300
Fax: 020 7405 7784
www.britishprint.com