How DS Smith is Improving Carlsberg Britvic Packaging

Carlsberg Britvic updates its supply chain by partnering with packaging producer DS Smith to introduce a more efficient and sustainable design across its drinks distribution network.

Carlsberg Britvic, the UK’s largest multi-beverage supplier, includes popular drinks brands such as Carlsberg Danish Pilsner, Hobgoblin, J2O, Robinsons and Tango.

It became part of the Carlsberg Group in January, when the Danish multinational brewer acquired Britvic and brought more than 4,000 new employees into the group.

The partnership with DS Smith focuses on sustainable packaging solutions to improve how Carlsberg Britvic stores and transports its products across the country.

DS Smith is a global provider of fibre-based packaging. It supports the transition to a circular economy, an industrial system designed to eliminate waste and reuse resources, by delivering packaging that can be reused, recycled or made from recycled content.

The packaging revamp aims to reduce the environmental impact of transporting soft drinks while also improving handling and logistics.

The new solution uses DS Smith’s OTOR8 Bag-in-Box design to replace the older OTOR4 format.

Better packaging design improves transport and storage

The new OTOR8 format features an eight-sided shape that increases structural strength.

This improvement allows for higher stacking without damaging the contents, and it also improves safety when transporting the boxes.

The stronger design uses high-strength materials and leads to a noticeable weight reduction.

Based on comparisons between the OTOR 7 litre and OTOR8 12 litre designs, there is an 18.7% reduction in the former and a 10.5% reduction in the latter.

The lighter packaging makes lifting safer and more efficient for warehouse and delivery staff.

Tom Fiennes, Sustainability Director at Carlsberg Britvic, says: “Every year Carlsberg Britvic produces more than 25 million litres of soft drinks to be served on dispense in pubs, clubs, bars and restaurants – and we couldn’t do this without high-quality, innovative packaging.

"The new OTOR8 bag in box from DS Smith means sturdier packaging for our customers, reduced storage space for everyone and, from Pepsi MAX™ and 7UP to Tango and R. White’s lemonade, reduced carbon emissions– another milestone in Carlsberg Britvic’s journey to net zero carbon emissions.”

The shape of the new packaging also allows up to 25% more boxes to be placed on each pallet.

This lowers the number of pallets required and reduces the number of lorries needed for transportation.

It also speeds up the time it takes for staff to load pallets, increasing efficiency in the warehouse and reducing labour time.

Because the OTOR8 format stacks more securely, warehouse storage is safer and more space-efficient.

The vertical structure lowers the chance of product damage or leaks, as the design helps contain any spillage inside the box.

Lower emissions and support for net zero ambitions

One of the main benefits of the new design is the environmental impact.

With fewer pallets and lorries in use, Carlsberg Britvic cuts emissions from its delivery routes.

A key example is the 115-mile trip between the company’s manufacturing site in Leeds and its national distribution centre in Lutterworth.

Calculations based on full pallet loads and average mileage show that the new packaging saves over 50 tonnes of CO₂ emissions every year during this single journey.

DS Smith’s design approach focuses on circularity—ensuring that products are made to be reused, recycled or created from recycled content.

The OTOR8 project considers key areas including recyclability, supply chain optimisation, design for reuse, material use, planet safety, renewable sourcing and carbon footprint.

Liz Manuvelpillai, Sales, Marketing, and Innovation Director at DS Smith, adds: “At a time when efficiency and sustainability remain front of mind for our customers, we’re thrilled to have delivered an effective packaging solution in collaboration with Carlsberg Britvic.

"Our innovation will see fewer consignment vehicles on the road, lower transport emissions and contribute to supply chain efficiency. Innovation, and sustainability are at the heart of what we do as a company and this is the first stage of the innovative ‘Bag in Box’ project as we support Carlsberg Britvic on their sustainability journey.”

Towards a circular economy and lower carbon supply chain

This collaboration adds to Carlsberg Britvic’s ongoing sustainability work.

The company already sources 75% of the grid electricity for its UK soft drinks operations from solar power.

It has invested more than £9m (US$12.1m) over the past three years in carbon-reduction technology.

The DS Smith partnership forms part of a wider push to embed sustainability across its operations.

With a combination of smarter packaging design and circular thinking, the company aims to continue cutting carbon emissions across its supply chain, while improving efficiency for workers and logistics partners.

By changing how products are packed and shipped, Carlsberg Britvic takes a step towards its net zero carbon goals without compromising on quality or safety.

Through practical, scalable updates like the OTOR8 Bag-in-Box system, it shows how packaging innovation can support both business efficiency and environmental responsibility.