Easter Egg-ellence – MM Packaging cracks record volumes and creativity

MM Packaging Deeside is celebrating over 100 million Easter Egg packs of all shapes and sizes rolling off its production site for the UK’s biggest brands and brand owners.

The traditionally busy period has driven the company’s design team to greater heights and has brought into sharp focus the trends that are shaping the packaging industry. Minimising pack size and material usage go hand-in-hand with optimised shelf presence and sustainability.

Julian Freeman, MM Packaging Deeside Managing Director, said: “Confectionery packaging is where our expertise in manufacturing and pack development really comes to the fore. Brands are pushing us to use less material while maintaining the integrity of the pack, and our design team utilises our technical and production expertise to deliver.”

MM Packaging Deeside’s design department helps clients develop packs that are fit-for-purpose. Head of Design Scott Barron said that his team tap into a wealth of knowledge and experience within the business, with ideas from previous projects going back nearly 20 years.

Scott said: “There’s a lot of brainstorming and liaising with the production department to make sure that our ideas align with the kind of equipment we have on site. We get the brief and examine the key criteria, for example specific requests from marketers or co-packers.”

Designs are developed through Impact CAD with two cutting tables turning around prototypes quickly and efficiently. Client collaboration at every stage is critical to ensure that ideas are feasible and tick the sustainable boxes.

“Many Easter Egg packs are laser focused on pack reduction right now,” added Scott. “Brands and retailers have moved to lighter packaging to be both environmentally friendly and control costs.”

In addition, the division is working on delivering efficiency improvements for customers across their distribution network. The reduced size of packaging can maximise yields in MM Packaging’s own production and minimise waste. It also optimises pallet loading to the customer and then to the retailers, helping the wider goal of reducing the carbon impact across the supply chain.

MM Packaging Deeside has a proven track record in delivering innovative and creative solutions to the confectionery market. Its pack for Toblerone Truffles won a UK Packaging Award last year and, more recently, a World Star Award. 

Its award-winning capabilities are helped through a ‘blue-sky’ thinking approach to pack design. Ideas that push the boundaries of innovation and creativity are put through their paces. Some projects don’t make it to market, but the strategy demonstrates MM Packaging Deeside’s commitment to finding solutions to complex briefs.

Julian Freeman added: “We have a fantastic mix of skills and experience within our design team. Structural and graphical knowhow benefits our customers and gives them a great steer on what is possible, pushing the boundaries in cartonboard development and innovative packaging.”