DS Smith and Serele SupeR eliminate 10m plastic units

A leading tomato producer Serele SupeR has successfully phased out 10 million single-use plastic casserole dishes, replacing them with circular, fibre-based corrugated packaging developed by DS Smith.

The transition, which began in 2022, marks a successful large-scale implementation of sustainable packaging in a category — fresh produce — that has historically been reliant on petroleum-based plastics. The project has resulted in a 46% reduction in CO₂ emissions compared to the previous PET (polyethylene terephthalate) packaging.

To ensure the new packaging could meet the rigours of the supply chain, DS Smith designers developed a suite of four customised corrugated boxes tailored to specific tomato varieties.

The solution features “sloping edges” designed to minimise free space within the packs while providing maximum protection for the fruit. Crucially for Serele SupeR’s operations, the new trays were engineered to be compatible with existing hybrid packaging lines, actually increasing packing speed and simplifying logistics.

The partnership with Serele SupeR demonstrates how we can bring added value through circular design,” said Christian Schmidt, general manager of DS Smith Packaging Romania. “We have managed to significantly reduce plastic use and support the customer in achieving their environmental goals, setting a new standard for the horticultural sector.”

Using DS Smith’s proprietary circular design metrics (CDM) methodology, the companies tracked the performance of the new design across several key indicators. Beyond the carbon savings, the partnership achieved: 21% optimisation in material consumption without sacrificing product protection.100% recyclability of the new fibre-based trays. Full FSC certification, ensuring the material is sourced from responsibly managed forests.

The move aligns with Serele SupeR’s strategic goals to comply with the European Union’s upcoming Packaging and Packaging Waste Regulation (PPWR), which aims to unify and reduce packaging waste across member states.

Silvia Răileanu, founder of Serele SupeR, emphasized that the shift was a strategic business choice rather than a simple aesthetic change. “For us, the transition to sustainable packaging is a responsible choice. This transformation strengthens our relationship with modern retail and with consumers who are increasingly attentive to the ecological footprint.”