Duracell’s iconic copper-topped batteries are hitting Walmart shelves in new packaging. Individual packs of batteries are now packaged in curbside recyclable, all-cartonboard, paper-blisters that replace the legacy format of thermoformed plastic blisters affixed to cardstock backing.
“The packaging plays a key role in helping the shopper navigate the shelf. We reinforce the key decision-tree points (variant, package size) on both the front if looking straight on, and now the top of the packages if looking down. This helps the shoppers quickly and easily find what they are looking for. The packages will always be merchandised on shelving,” says Brandon Barr, GM, Retail Innovation, Duracell North America.
While the precise details were sparse, the company revealed that Algus, Proseal (JBT), and Koch Pac-Systeme GmbH packaging equipment features in the new automated primary packaging lines. Rohrer is the material supplier, and the packs are printed offset, two-sided, four-color with coatings. They are formed from flat blanks with pressure, then heat sealed.
Paper-based packaging is set to reduce Duracell’s plastic use by up to 100% from the traditional plastic packaging found on store shelves today, the company says. In Walmart alone, the overall packaging material will be reduced by approximately 855,000 pounds per year, while also eliminating more than 170 metric tons of carbon dioxide from landfills annually. The redesigned display and new packaging are major steps toward reducing the use of plastic and waste and, Duracell says, represents an important sustainability milestone in the battery industry.
