Smurfit Westrock hits milestone with 150th Design2Market project in sustainable packaging push

IRELAND – Smurfit Westrock announced the completion of its 150th Design2Market project, a rapid prototyping service launched in 2022 to shorten the path from initial concepts to market-ready packaging. 

The process draws on a team of experts who work with brands over two weeks to build prototypes, offering constant progress reports. 

A data-heavy method lies at its core, pulling from millions of data points to assess costs, environmental effects, and consumer reactions, which helps teams spot risks and tailor solutions for each client.

In a statement, Arco Berkenbosch, the company’s Chief Innovation Officer, described the service as the industry’s first of its kind. 

He noted that it has covered sectors from beverages to confectionery, including product displays and transport boxes, delivering customized sustainable options. 

Berkenbosch added that the approach has sparked interest among competitors while maintaining high execution standards.

Success rates stand at 70% for completed projects, with 40% now in use across more than 60 markets worldwide. 

According to Berkenbosch, these figures include quick pivots from unviable ideas, allowing teams to adjust early rather than pursue flawed paths. 

He explained that this “fail fast” element draws repeat business, as clients value the speed in spotting issues.

A clear example comes from German street food chain Frittenwerk, which rolled out a new delivery box in only six weeks through Design2Market. 

The box uses recyclable materials to cut waste during transport, fitting the chain’s goal of greener operations. Frittenwerk’s team reported smoother logistics and lower environmental impact since launch.

With over 2,000 specialists on hand globally, Smurfit Westrock aims to scale the service for broader reach.

Berkenbosch said demand for such focused development has grown steadily, opening doors for partnerships everywhere.

In related developments, Smurfit Westrock earned a spot in Sustainability Magazine’s Top 250 World’s Most Sustainable Companies list, released on September 9, 2025. 

The recognition highlights the firm’s work in renewable materials and eco-friendly practices, including innovations like Design2Market. 

Garrett Quinn, chief sustainability officer, called the inclusion a validation of ongoing efforts to build a greener supply chain.

The company also secured a top innovation award from the International Packaging Committee EMEA in July 2025 for advances in fiber-based solutions. 

These steps support a broader commitment, as seen in a recent US$3.5 million investment in social programs announced in April. 

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