Case Study: Smurfit Kappa

Stuart Pritchard February 13, 2017




Smurfit Kappa continually put innovation at the heart of their business. This applies not only to the wealth of paper-packaging solutions they deliver, but also to their manufacturing systems which support the success of their customers. Their team of industry experts relentlessly use their experience and expertise to open up new opportunities for Smurfit Kappa’s customers across the globe. And their new Rotor machine is one such example.

Printed slip sheets can improve a products visibility in store by 11% and intent of purchase by 27%opportunities for Smurfit Kappa’s customers across the globe. And their new Rotor machine is one such example.

The Rotor has been specifically developed to allow reels of anti-slip paper to be cut on demand to the desired pallet size instead of using traditional pre- cut sheets. Giving customers maximum flexibility whilst reducing complexity in the production process, Rotor has been created with two key customer criteria in mind: to cut costs and increase efficiency.

After the paper is cut to size by the Rotor, the sheet is then positioned between layers of palletised goods to strengthen the stability of products throughout the supply chain.

With the ability to tilt up to 35 degrees, the anti- slip coating used on the paper also creates high friction and significantly reduces the risk of damage to products.

The Rotor also has the additional benefit of being able to fold a flap on the slip sheet layer which when printed can be used to increase brand awareness and communication with shoppers in the retail environment. Research conducted with over 750 shoppers showed that by having brand messages printed on the layers in a pallet display increases a product’s visibility by 11% and intent to purchase by 27%.


In direct response to this innovation, Smurfit Kappa were awarded the 2016 ‘Innovation for Business’ award at the prestigious Trophee de Achats, in partnership with Nestlé Waters. Recognising outstanding achievements between purchasing departments and suppliers, the award is a testament to their customer-first innovation approach.

With the potential to drive real and measurable success for customers, the potential with Rotor is massive, both now and in the future.


Smurfit Kappa is one of the leading providers of paper-based packaging solutions in the world, with around 45,000

The Rotor dispenser
cuts intermediate slip sheets from a paper reel on demand

employees in approximately 370 production sites across 34 countries and with revenue of €8.1 billion in 2015. Located in 21 countries in Europe, and 13 in the Americas, they are the only large-scale pan-regional player in Latin America.

With their pro-active team, headquarters in Dublin and regional headquarters in Amsterdam and Miami, Smurfit Kappa are renowned for using their extensive experience and expertise to open up opportunities for their customers.

By collaborating with forward-thinking customers and sharing superior product knowledge, market understanding and insights in packaging trends, they ensure business success in their markets.

Boasting an unrivalled portfolio of paper- packaging solutions, which is constantly updated with market-leading innovations, this is further enhanced through the benefits of optimal paper design, logistics, timeliness of service, and by having their own packaging plants sourcing most of their raw materials from Smurfit Kappa’s own paper mills. Their products, which are 100% renewable and produced sustainably, also work to improve the environmental footprint of all their customers.