Glass bottles and jars manufacturer Beatson Clark has designed a new smaller bottle for British retailer M&S own-brand salad dressings range in a move to tackle food waste.
Beatson Clark was mandated to develop smaller bottles after research indicated that consumers throw too much dressing away.
English Provender Company (EPC) conducted research for M&S, which found that customers felt the existing salad dressing bottle was too big and often threw away the unfinished product after the expiry date.
As a result, Beatson Clark was asked to develop a smaller that would look attractive on the dinner table and offer greater control when pouring.
The existing 275ml version has a wide neck, which makes it tough for customers to control the pour and portion control of the salad dressing.
Besides customer feedback, the new salad dressing bottle was designed based on technical considerations such as line constraints and fill speeds.
Responding to the customer feedback, Beatson Clark’s in-house design team created a new 235ml container which is a smaller stand-out artisan bottle with a narrow neck that allows consumers to control the flow of the dressing more easily.
M&S lead packaging technologist Kevin Vyse said: “Our new dressing bottle looks small but substantial and was designed following extensive testing to make sure it fits into the average fridge door much more easily than its predecessor, as well as being easier to pour from.
“With its minimalist and simple design the new bottle looks very different to anything else on the market at present. The clear glass, which contains on average 30% recycled material, lets the consumer see the product within and gives the quality feel we were looking for.”
Beatson Clark sales and sarketing director Lynn Sidebottom said: “We were delighted to be asked to create this new dressing bottle for M&S on behalf of our long-standing clients English Provender Company.”
“Our technical innovation and our flexibility are two of our strengths and everyone is really pleased with the finished container.”