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welcome to the manufacturing heart of Europe

A ready-made diet "in the drawer", the revolutionary packaging designed by Smurfit Kappa Italia


Smurfit Kappa Italia, one of the leading manufacturers of paper-based packaging solutions with 46,000 employees, over 350 factories located in 35 countries in the world and a turnover of 9 billion euros in 2019, has created the new revolutionary packaging of Dietidea, the method conceived by Riso Scotti, which includes a complete line of products, which are packaged, dosed and weighed to be consumed in a precise way on a daily basis with the aim of maintaining a perfect figure by eating in a balanced and healthy way.

The idea arises from the observation that, according to the data of the Federation of European Nutrition Societies (FENS), 8 out of 10 people start a diet, but don't finish it. Many abandon a diet because it takes too much effort for the shopping, to weigh all the ingredients and cook the meals. How can we thus find a way to make life easier for those willing to diet?

The designers of Smurfit Kappa Italia, by working together with the customer, have devised a mono-material packaging made entirely of cardboard, which includes a box inside which is placed a sort of "chest of drawers" divided into seven compartments – one for each day of the week – equipped with a handle, that can easily be pulled out and pulled back in, just as a real drawer, where you can find the necessary ingredients for the various meals to prepare. The main box closes with two removable flaps to transform the packaging into a pantry ready-for-use and offers the consumer an "unboxing experience", which is very simple but of strong impact.

Born for the e-commerce channel, the Dietidea kit is also sold in pharmacies and parapharmacies because, thanks to the structure and graphics that "make up" the packaging, it lends itself to perform the function of elegant consumer packaging and is also ideal to be displayed in the traditional point of sale.
The kit was conceived and designed by the team of designers from the Smurfit Kappa Italia Experience Centre, the centre that is engaged in the development of cutting-edge packaging solutions by using advanced technologies, such as 3D prototyping, and that is available to its customers to offer a complete service: from the analysis of the needs to the finished product for an increasingly sustainable future of packaging.

The construction was assigned to the Massa Lombarda (Ravenna) factory, specialised in corrugated cardboard packaging with offset printing. The great plus of the Dietidea kit, in fact, in addition to the structure, lies in the material of which it is made: only 100% recyclable, biodegradable, sustainable cardboard. Therefore, a single material that is easily disposable also because the offset printing was performed without the use of substances harmful to the environment.

The Dietidea packaging is part of the initiatives belonging to the Better Planet Packaging project, launched by the company last year, which has as main objective the design and implementation of innovative and sustainable alternative solutions to the use of plastic materials. A need, which is increasingly felt in the world of e-commerce, a channel in which the selling companies must meet increasingly stringent standards and criteria for the packaging of their products. A field in which Smurfit Kappa can put its vast experience at the service of its customers thanks also to the contribution of the 26 Experience Centres, which are active in the 4 continents where the company is operating.