Wrap launches on-line pack reduction guide

The retail and design sector is to get help to meet its packaging reduction commitments with the launch of the Waste & Resources Action Programme on-line guide. It is available on the Wrap retail team website, www.wrap.org.uk/retail.

The guide to evolving packaging design has been developed in response to demands for packaging advice from throughout the retail supply chain.

The guide, which is being launched at a time when retailers and brands are announcing the reduction targets that their customers are asking for, provides support and advice on how to respond to this challenge, as well as how to generate ideas.

It includes information on packaging design, consumer perceptions, material choice and recyclability, as well as showing concept packs for a range of products.

According to Wrap packaging design specialist, Helen Hughes, ‘The retail packaging landscape is changing quickly. Consumers are demanding less packaging, the top 13 retailers have pledged to reduce packaging and brands are increasingly looking to get involved. It is vital that the industry has the clear and consistent guidance offered by the guide so that it can respond to these demands both quickly and effectively.’

Wrap was established as a not-for-profit organisation in 2000, and is backed by Government funding from Defra and the devolved administrations in Scoltand, Wales and Northern Ireland.