Reflex Group, in collaboration with M&S, has launched the Infinity Punnet, an innovative new packaging solution for the premium fresh produce market.
Developed to enhance product visibility and increase impact on shelf, the Infinity Punnet is a first-to-market innovation designed specifically to help premium produce stand out in busy retail environments.
Challenges Facing Retailers Today
One of the many challenges facing retailers today is maximising the number of products displayed on shelf, while still ensuring the product inside the pack remains visually appealing and instantly recognisable to shoppers.
Traditional punnet designs often limit visibility once stacked on shelf, making it harder for consumers to clearly see the quality and freshness of the product inside. In a fast-paced retail environment where purchasing decisions are made in seconds, shelf appeal and product differentiation are more important than ever.
The Solution? A Smarter Packaging Design
The Infinity Punnet has been specifically engineered to overcome this challenge.
Unlike conventional punnets, where the viewing window is typically positioned on the top only, the Infinity Punnet features a continuous clear window running across the top and down the side of the pack.
This innovative design means that, even when stacked, consumers can still clearly see the product inside from the top and the side, significantly improving visibility on shelf.
Key Benefits of the Infinity Punnet
Key benefits include:
- Enhanced Visibility – Greater product visibility when stacked on shelf, helping premium produce stand out and attract consumer attention.
- Improved Shelf Appeal – Creates a more premium appearance and stronger differentiation in competitive retail environments.
- Sustainability Focused – Manufactured to be OPRL compliant and recyclable, with just 5% mixed material content.
First to Market with M&S
Reflex worked in partnership with M&S to bring the Infinity Punnet to market, with the packaging currently being used across four tomato varieties – Capella, Sugardrop, Piccolini and Pomodolci – available in both 220g and 360g formats.
Additional produce ranges are expected to follow as the innovation is rolled out further.
Jamie Gordon, Retail Sales Director at Reflex Group, commented:
“Following the successful launch of our original punnet into M&S in 2024, we were challenged to push the concept further and create a solution that would deliver even greater visibility on shelf. Working closely with the M&S team, our Sales, Innovation and NPD specialists developed the Infinity Punnet – an innovative new format that showcases the product more effectively and creates real differentiation in a competitive retail environment. It’s a fantastic example of what can be achieved through collaboration and innovation.”
Ricky Shattock, Packaging Technologist at M&S, added:
“We were delighted to work with Reflex to take this packaging concept to the next level. Our goal was to make the product the hero, giving customers greater visibility of the quality and freshness inside the pack. The Infinity Punnet has delivered exactly that, creating stronger shelf presence and helping drive a positive uplift in sales. We’re excited about the potential to expand the concept across additional premium fresh produce ranges in the future.”
Innovations in Food (& Beverage) Processing & Packaging is a bi-monthly magazine distributed globally in Digital format. www.innovationsfood.com. X: @Innovfoodtech. Instagram: @innovationsinfoodtechnology. Linkedin: www.linkedin.com/in/terry-prior52
