Unilever Cuts Costs With Simplified Packaging

25 September 2008

LONDON: Product packaging, for long the bane of ecology-conscious consumers, is now part of the cost-cutting regime of fmcg giant Unilever.

In a review of its 200-plus product range – food brands include Pot Noodles, Marmite, Hellmann's, Flora and I Can't Believe it's Not Butter – Unilever has pared the colour palette used for printing across the range from around one hundred colours to just six.

The new process, Rainbow, was developed by LFH, a brand consultancy specialising in colour management. The system claims to be eco-friendly because it reduces waste in the printing process.

According to Unilever's foods best practice manager Matthew Daniels: "We are constantly striving to reduce complexity from the business and remove costs where possible, particularly in printed packaging."

Data sourced from BrandRepublic (UK); additional content by WARC staff