M&M’s Display Ready Packaging

Development of the DRP began with the SRP carton. In an effort to create a single format that solved all display requirements and worked seamlessly within the current supply chain, the team explored ways to stack, stabilise and add strength without diminishing existing functionality.

Mars Wrigley’s capability and the retail environment were considered at all times throughout this process. Collecting insights from stakeholders at all touchpoints, from manufacturing operations to in-field sales, retailers, retail staff and POS display providers to ensure that all stakeholders needs were met in the new design.

Multiple tear patterns were developed that enable two formats from one shipper; a stackable display or shelf display. Vertical tabs and slots were introduced to ensure stock weights could be supported in a stable manner up to 7 units high.

In-store, the design needed to be adaptable, stacking effectively as part of a larger display and also converting into the current SRP format for placement on shelf.

The introduction of DRP enables MARS to continue manufacturing one carton style while adding the flexibility of building in-store displays from existing store stock.

The labour required to build in-store displays is significantly reduced and the shippers can be diverted to a third-party location to create pre-packed displays if necessary.

Building display units from the existing shipper is more sustainable, reducing the amount of packaging material required to make each POS display unit.

Point of Sale presentation has been maintained by maximising the print process of the existing shipper carton and embellishing the DRP stacks with POS shrouds and header cards.

On shelf display has been maintained, and as products remain in their SRP throughout the process there is no longer a need to have single packs on shelf at the end of the promotion helping maintain product presentation and protection.

The DRP redefines how in-store promotions are executed with reduced labour and improved sustainability through the up-spec of an existing supply chain component. Improving a packaging item to work harder within it’s lifecycle demonstrates how effective design has a positive impact both environmentally and commercially.

The DRP replaces the existing SRP providing the flexibility to use existing or new stock to create and replenish in-store displays while reducing packaging material, handling and cost.

Existing store stock can be used to build and replenish displays, while DRP’s in display mode can be converted to SRPs and inserted into aisle at promotion’s end.

Presentation of the products is consistent with existing POS displays for MARS, with ease of replenishment and high stock count contributing to an increase in sales per unit over promotion periods.

Every effort was made to simplify the process of converting the cartons and creating display stacks. Clear instructions on pack demonstrate the process of conversion and display building as this task is often performed by store employees.

The importance of the innovation is also seen at Mars’ Ballarat factory where the Display Ready Packaging maintains the efficiency of the plant by requiring no changes to process or equipment.

Features that make it a great shipper;

• Achieves the same top load and filling performance as the previous SRP.
• Revised graphics maximise the effectiveness of the flexographic printing.
• The design uses no more material than the previous SRP carton. Features that make it a great display unit;
• Vertical columns provide top-load strength allowing units to be stacked.
• Locking tabs / slots allow cartons to lock together vertically as a stable column.
• Multiple columns can be grouped with the addition of a display shroud.
• Intuitive instructions enable all staff, not just specialist merchandisers to convert the cartons and build display units.

Off-location POS displays in retail channels are traditionally expensive and labour intensive. In this case, the unmet need was the reduction of cost and complexity. By developing a solution that is flexible, efficient and cost-effective, the entire proposition of in-store displays is improved.

The DRP is innovative by definition, being a development of an existing format that far extends the use of the format to provide many commercial, sustainable and logistical benefits.

The DRP is category-changing, providing the brand-owner with the ability to utilise a single shipper unit that can be deployed multiple ways in store, reducing the need for additional, expensive POS components.

Through the clever re-design of an existing component, the DRP improves the sustainability of POS displays. When used in display form, the DRP reduces the need for expensive and cumbersome display components to be manufactured, delivered to stores and disposed of at end of life.

The new design has achieved some fantastic results;

• A 14% sales increase was recorded during the 2023 trial period.
• Made from 50% less material per point of sale display^ (equating to 60 Tonnes less per annum), the effectiveness of this design in improving in-store efficiencies and reducing waste will result in retailers requiring similar systems of other brand owners who utilise off-location POS in their stores.
• A 28% cost saving has been recorded per point of sale display^. Brand owners will appreciate bankable savings that can be made by adopting Display Ready Packaging and replacing traditional POS units in their portfolio.
• Retailers have embraced the new format with a projected 6000+ hours saved in store labour per year^ for the for the set up and maintenance of in-store displays.
• ^ Based on comparison with superseded POS display unit

The DRP proves that flexible retail presentation is possible without compromising on supply chain or in-store performance.

After trials were completed in Coles, the information gathered was sent to Mars Wrigley’s Global Sustainability Board for validation of the claims / metrics recovered from the trial.

The numbers reported here are from the finding of that board, and served to greenlight the Australia-wide rollout of the DRP for POS solutions. Approximately 70% of MARS 40,000 annual POS units will be constructed using DRPs within the next two years. All SRP designs for M&M’s and other bitesize brands will be replaced with DRP (Display Ready Packaging) shippers to achieve this roll-out.

Even with additional POS shrouds and headers added, a DRP display requires 50% less POS material then traditional POS units. When full saturation is reached, this will results in up to 60 tonnes less per year of POS material being converted, shipped, and disposed of.

Mars Wrigley will benefit from a 28% cost saving per POS display and have forecasted 6000+ hours saved in store labour per year.

This DRP initiative supports MARS Wrigley’s sustainability strategy and provides significant sustainability benefits in two ways:

1. The DRP is made from material with a high recycled content and printed with inks that are already optimised for recoverability through existing recycling channels. It creates no additional waste through its design or within the supply chain.

2. The DRP reduces the need for expensive, heavy and potentially unrecoverable POS materials that can be difficult to dispose of correctly and require an additional supply chain to produce and deliver.

As we head towards new packaging sustainability legislation and potential penalties for poor sustainable performance, the DRP has the ability to improve the sustainability and reduce the cost of POS activation across all retail channels.

The DRP redefines how in-store promotions can be successfully executed with reduced labour and improved sustainability through the up-spec of an existing supply chain component.

When used in display form, the DRP reduces the need for expensive and cumbersome display components to be manufactured, delivered to stores and disposed of at end of life.

Importantly, each DRP can also be used as a shelf-ready unit as part of day-to-day fulfilment or after it is removed from a display at the end of a promotion. The reimagining of the existing shipper to become the DRP adds no additional packaging material to the supply chain or waste streams.

After trials were completed of in 2022/23 in Coles stores, the information gathered was sent to MARS Wrigley Global Sustainability Board for validation of the claims and metrics recovered from the trial.

The numbers reported in this submission are from the finding of that board and served to greenlight the Australia-wide rollout of the Display Ready Packaging (DRP) for POS solutions. Approximately 75% of MARS 40,000 annual POS units will be constructed using DRPs within the next two years. All Shelf Ready Packaging (SRP) designs for M&M’s and other bitesize brands will be replaced with DRP shippers to achieve this roll-out.

Even with additional POS shrouds and headers added, a DRP display requires 50% less POS material than traditional POS units. When full saturation is reached, this will result in up to 60 tonnes less per year of POS material being converted, shipped, and disposed of.

This example of developing an existing packaging item to do more work as part of its is evidence that clever thinking and effective design can have a positive impact both environmentally and commercially.