Boxing clever: the shape of things to come
One of the very few positive stories about Sainsbury in the press recently was found under the heading 'Death of the tin can'. From now on, if you wanted Sainsbury tinned tomatoes then they were going to come in a carton and not a can. Sainsbury was replacing the can with the new Tetra-Pak 'Re-cart' carton, a new lightweight carton that can withstand the heat of sterilisation.
The press coverage made much of the death of the can and the advantages to the carton. It would be easier to open and more hygienic. Once opened it could be stored in a fridge and not have to be decanted, like tinned goods. The image is modern and futuristic and described as an advance for consumers. There was much musing on other products that could be packaged in this way.
What received little coverage however were the more technical aspects of the product change. The cartons being rectangular occupy less space than the cylindrical tin can. There is about a 40% gain in space utilisation. This represents tremendous space efficiency for logistics. Add to this the difference in weight between the can and the carton (a reduction of 12%) and the logistics benefits are clear to understand. Volume, space and weight benefits seem considerable.
The direct consumer benefits may be questionable however. Are cartons actually easier to open than tins? While 2,000+ people cut themselves badly each year opening tins, advances in tin technology, including ring pulls, may make this a close call. Cartons can be nightmares to open and avoid spillage. Moreover, in our local store the tin was selling at 45p for 400g, yet the carton was on sale at 55p for 390g.
There may be other adverse implications. The 'tin' can was recyclable as indicated on the label. In the UK the carton does not appear to be recyclable. The only symbol on the carton tells you to dispose of it carefully. My Swedish friends tell me that the carton is not recyclable in the UK because we have not built the necessary facilities (they exist elsewhere), although Sainsbury claim there is one plant in the UK.
The switch from cans to cartons is a clear logistics winner and is probably the shape of things to come. The application of science to the details of retailing brings enormous benefits. It would be nice though if all the costs and benefits were identified and shared from the outset.
Leigh Sparks is Professor of Retail Studies at the Institute for Retail Studies, University of Stirling Tel: 01786 467384 Email: Leigh.Sparks@stir.ac.uk
Marks & Spencer's technical manager Simon Allison has claimed 2009 will be "the year for automation" in Britain's food and drink industry. Do you agree?
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