Smurfit Kappa shows off new 'Shelf Facer' solution

Smurfit Kappa talked up its new ‘ShelfSmart’ service in an announcement on Friday, including its new packaging solution, ‘Shelf Facer’.

The FTSE 100 packaging giant described Shelf Facer as a “shelf-ready pack” designed to boost product sales and raise brand awareness in-store.

It said it was trialled in a UK pilot scheme for cereal bar brand Stoats, which reportedly led to a 13.8% uplift in sales.

“Smurfit Kappa drew on insights from its ShelfSmart service and replaced Stoats’ existing pack with the Shelf Facer which has an in-built merchandising solution to maintain an attractive on-shelf presence,” the company said in its statement.

“The Stoats example was one of many case studies showcasing how ShelfSmart has provided a double-digit growth in sales that were revealed at the two-day Shopper Marketing event.”

Smurfit Kappa said ShelfSmart, which it said was based on research from 65,000 shoppers across 26 product categories in 14 countries, had a “growing library” of unique insights and solutions, including the new Shelf Facer.

“We were delighted to welcome more than 100 shopper marketing professionals from the world’s biggest brands to this event,” said Smurfit Kappa’s Shopper Marketing manager Rene van Bemmel.

“They got to see first-hand how packaging and displays can play an instrumental role in brand recognition and sales.

“At Smurfit Kappa, we’re always looking for ways to deliver more for our customers and ShelfSmart is pushing the boundaries in shopper marketing all the time.”