Smurfit Westrock unveils innovative three-tiered pizza box for Papa John’s

SPAIN – Smurfit Westrock has unveiled an innovative three-tiered pizza box for Papa John’s, designed to hold three medium pizzas while offering an interactive twist. 

Developed at Smurfit Westrock’s Alcalá de Henares plant in Spain, the “Tremendo Triplete Box” transforms traditional pizza packaging into an engaging experience for customers.

According to a Papa John’s spokesperson, “We always strive to take the consumer experience one step further, and this time we did it through packaging.” 

The box’s lid folds out to form a mini football goal or basketball hoop, turning a simple meal into a playful activity. 

“Packaging is often a communication medium, and we wanted it to do more,” the spokesperson added. 

Timed with global sporting events like the FIFA World Cup and the Olympics, the design features a football version where customers can score goals with cardboard balls and a basketball version with catapults to shoot into a hoop.

The concept was refined in collaboration with Papa John’s creative agency, utilizing ArtiosCAD software to ensure precision and functionality. 

In a statement, a Smurfit Westrock representative highlighted the project’s success: “The Tremendo Triplete Box has redefined how packaging can create memorable moments for consumers.” 

Following its initial success, the box returned with family-oriented game versions for the holiday season, which were met with widespread enthusiasm. 

Smurfit Westrock has since developed four additional interactive games for future Papa John’s promotions, signaling a continued focus on innovative customer engagement.

Beyond this project, Smurfit Westrock has advanced sustainable packaging solutions. 

Recent developments include a paper-based bubble wrap alternative for electrical connectors, paper pallet wraps, and biscuit cushion pads, all designed to reduce environmental impact while maintaining functionality. 

These efforts align with growing consumer demand for eco-friendly packaging, with 56% of U.S. consumers favoring restaurants that prioritize sustainable materials, according to industry surveys.

A report by a leading packaging news outlet recently highlighted a similar initiative in the U.S., where Smurfit Westrock partnered with Pizza Hut in Louisville, Kentucky, to promote pizza box recycling. 

The campaign, launched in July 2025, aims to educate consumers on the recyclability of corrugated pizza boxes, addressing misconceptions about grease contamination. 

Priced competitively, with production costs estimated at US$1.50-US$2.00 per unit depending on customization, the Tremendo Triplete Box combines sustainability, functionality, and fun. 

As Papa John’s continues to expand its presence in over 5,500 locations worldwide, this packaging innovation sets a new standard for the foodservice industry.

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