Why Carlsberg Britvic is Sourcing Packaging from DS Smith

Carlsberg Britvic is partnering with DS Smith to upgrade its packaging.

This deal will enhance operational efficiency and sustainability across the company's supply chain, which is reshaping operations in a bid to achieve circularity and carbon reduction. 

A new partnership

Carlsberg Britvic, renowned for its popular soft drinks and beers, represents the largest multi-beverage supplier in the UK.

Carlsberg's acquisition of Britvic, a leading British soft drinks producer, in January broadened the company’s portfolio and integrated added 4,000 new team members into the Carlsberg Group.

This strategic move has furthered its market-leading position and added to its diverse line-up, including brands like Carlsberg Danish Pilsner and J2O.

Now, the firm is once again revitalising its supply chain operations by engaging in a partnership with DS Smith, a prominent player in sustainable fibre-based packaging.

DS Smith’s innovative approach emphasises a shift towards a circular economy by offering sustainable solutions that cater to e-commerce, food and beverage and the fast-moving consumer goods sectors.

Acquired by International Paper in 2025, DS Smith continues its dedication to enhancing safety and productivity through sustainable packaging.

The agreement with DS Smith promises to advance sustainability metrics while refining supply chain efficiency for Carlsberg Britvic.

This synergy is directed at reducing waste and optimising the conveyance of goods, a crucial step as procurement professionals navigate complex supply chain challenges.

Supply chain efficiency

The evolution of Carlsberg Britvic’s packaging from the OTOR4 to the new OTOR8 'Bag-in-Box' design is a game-changer in procurement strategy.

This new, octagonal design not only strengthens packaging integrity with superior materials but also revolutionises weight efficiency.

With a remarkable reduction, 18.7% for OTOR 7 litre and 10.5% for 12-litre packages, the products become far more manageable for logistics operations, lending an edge in manual handling and transport safety.

By utilising this innovative design, the load per pallet is amplified, allowing a 25% increase in the number of boxes transported.

This development significantly lessens the need for pallets and lorries, streamlining logistics and reducing employee effort in transportation tasks.

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 partnership is proving beneficial within warehouse operations as well, with the stable and space-saving design optimising storage capacity and reducing the likelihood of product damage or leakage during transit. This not only streamlines stock management but also ensures operational continuity.

Embedding sustainability

Beyond operational enhancements, the packaging upgrade underscores a commitment to sustainability, a core aspect of modern procurement policies.

The reduced need for transport vehicles directly translates to diminished carbon emissions, with an estimated annual savings of more than 50 tonnes of CO₂ equivalent emissions due to logistical optimisations over a 115-mile transportation route between a manufacturing site in Leeds and a distribution centre in Lutterworth.

The holistic approach of DS Smith to packaging considers key elements such as reuse, recyclability and material utilisation, reflecting the broader shift towards environmentally responsible supply chain strategies.

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.”

For a company already investing heavily in carbon reduction initiatives, £9m (US$12.1m) over the past three years and relying heavily on solar power, the partnership adds another layer to Carlsberg Britvic’s strategic pursuit of net zero carbon emissions.

As procurement leaders consider similar transformational strategies, Carlsberg Britvic’s alliance with DS Smith exemplifies a proactive approach to embedding sustainability into supply chains.