The box for the 200g Elizabeth Shaw chocolate egg, which is being sold exclusively in Asda stores across the UK, consists of an A-frame, pinch pack design, with the structure made entirely of virgin-grade card.
The box has been designed so that the chocolate egg inside grips to the window cut-out, meaning that no additional fixtures are required internally to hold the product in place.
And the only plastic in the pack is used for the individual mint-crisp chocolates included along with each egg. UK-based New Vision Packaging managing director Stephen Shortland says: “There is a lot of pressure on manufacturers when it comes to the amount of packaging used for seasonal products.”
Karen Crawford, managing director of Elizabeth Shaw, adds: “This is the brand’s first move into pinch pack egg cartons for Easter. The project was executed in a short timeline and in a very efficient manner.
“The packs look great on-shelf and offer our consumers a value for money alternative to the larger premium eggs we have on sale at Easter.”
