Sainsbury’s soup squares the circle
Square can is supply chain plus
October 9 2002
Supermarket operator Sainsbury’s has launched a square soup can in a move to improve supply chain efficiency.
Packaging Sainsbury’s own-brand cream of tomato soup in a square can make sit easer to store and transport. The shape also means that 20 per cent more product can be stacked on the shelf, reducing the risk of it going out of stock.
The issue, though, is whether consumers used to round cans will take to the change. The cans are to being trialled at Sainsbury’s Reading Calcot store, with both versions sold at the usual price of 39p so that the supermarket can study which shape shoppers prefer.
Customers should find they are able to get more of the square cans into their cupboards, while Sainsbury’s has solved the problem of how to get a tin opener around the corners by including an easy open peel back lid.
Terry Robins, Sainsbury’s packaging innovation manager, said: “A square can makes complete sense, as our trolleys, baskets, boxes and even our lorries are all square – now we’re putting a square peg in a square hole. The new cans also mean that we are providing customers with a truly square meal. We will have to see how popular they are with customers before taking any decisions, however the only canned product we have ruled out using them for is pineapple rings.”
