DS Smith has partnered with the agricultural cooperative Serele Super to replace approximately ten million plastic packs used for fresh tomatoes with recyclable, fibre-based corrugated cardboard alternatives.
DS Smith’s design team reviewed several single-use plastic formats previously used across Serele Super’s tomato range and developed four reinforced fibre-based corrugated trays to replace them. These new formats are fully recyclable at end of life, FSC-certified, and designed to integrate seamlessly into existing packing lines, with the aim of simplifying operations without compromising productivity.
Designed for performance and efficiency
The trays feature chamfered corners to accommodate different cherry tomato varieties and their varying size requirements. According to DS Smith, the structural design reduces unused space while maintaining optimal packing efficiency in hybrid production environments. The packaging is complemented by a recyclable flexible film to facilitate handling and shelf presentation.
Measurable environmental gains
Following a three-year testing phase, Serele Super reported significant improvements in environmental performance and material efficiency compared to PET packaging. Results indicate a 46% reduction in CO₂ impact and material-use optimization of up to 21%, while maintaining product protection throughout the supply chain.
Circular design at the core of the project
The packaging solutions were developed in line with DS Smith’s circular design principles and assessed using the Circular Design Metrics tool. This framework evaluates packaging performance across key indicators including carbon footprint, recyclability, reuse potential, supply chain efficiency, material use and recycled content.
A broader sector-wide momentum
This initiative reflects a wider trend within the fresh produce sector toward fibre-based packaging. The previous summer, Coveris partnered with the Metis plum brand to launch linerless tray and lid formats at Tesco, designed to run on automated Ravenwood lines while reducing plastic usage.
In parallel, Metsä Spring, the innovation arm of the Metsä Group, introduced new tray concepts within its Muoto Uncoated Fibre Series. The range includes two formats for berries, fruit and vegetables, made from renewable wood pulp and designed to be recyclable and biodegradable.
Packaging as a strategic lever for transition
Across the fresh produce sector, packaging innovation continues to focus on reducing plastic use while maintaining packing-line efficiency, product protection and compatibility with existing recycling streams—criteria that are now essential to enabling a realistic and scalable transition toward more circular packaging models.