GREAT packaging design is a constant balancing act between tradition and innovation. Round jars and bottles have long been the standard, offering reliability and familiarity. But we all know that standing out on the shelf is crucial, so we can’t just rely on old favourites to help us build new connections with consumers, especially those who value sustainability.
We need to balance demands of consumers with the practicalities of the supply chain, without taking our eye off the sustainability ball. Pont Packaging has developed a new packaging format that ticks the practical box as well as the responsibility box, with its square glass jars making a smart entrance into a crowded market.
Product development & sustainability director, Jacquelien Spenkelink, said keeping established ideas fresh and relevant is an exciting challenge for the packaging industry, particularly in FMCG markets that rely heavily on consumer appeal.
“FMCG really is fast moving, and there’s so many moving parts. What consumers want doesn’t always line up with the latest regulations, or with the current infrastructure across the supply chain. For example, refillable pouches are currently popular as they use less plastic, which appeals to responsible consumers, but they don’t suit all product types and can be hard to display on the shelf.”
Spenkelink leads the NPD team at Pont, integrating the demands of the ‘fast moving’ aspect of its clients’ needs, while respecting and utilising the experience of the company’s 120-year legacy. By bringing together these elements, the team has created a new square powder jar range available in white flint and amber glass, suited to a wide range of food and personal care applications. Currently available in 150ml, the angular packaging brings a modern, minimalist edge to categories that can sometimes appear conservative.
This fresh design delivers clean lines that stand out on crowded shelves where glass packaging is dominated by round and hexagonal shapes.
In the health and wellness sector, where reassurance is vital, amber glass pairs protection with pharmaceutical heritage. For food categories like spices and dry mixes, white flint glass delivers a sense of clarity, hygiene, and purity. Together, these options offer brand owners both functionality and a premium aesthetic, while delivering on trust and environmental responsibility.
Spenkelink added, “There’s room for all these packaging options, it’s not about one being better than another; it’s more to do with the suitability for the product. Yes, we’re very proud of our new square glass powder jars, but if we think a client’s product is better suited to a different shape or material, we will advise them and explain why. That’s why offering a range of materials is so valuable as it’s solutions focused, not sales focused.”
The advantages of square or rectangular packaging go deeper than looks. Efficiency in logistics and transport is becoming as critical as consumer appeal, and here angular packaging proves its worth. Square forms reduce wasted space, both in retail merchandising and in the supply chain. Pallets can be packed more tightly, shipping containers can be optimised, and warehouses can store more units with less void. At a time when brands are under pressure to meet carbon reduction goals, packaging that supports sustainability targets without compromising design has strong appeal.
With the Pont square glass jars currently in 150ml, the standard 45 CT neck finish means it works with different closures, including fibre-based options in the Pont portfolio.
The material used for the new jars makes a difference to sustainability performance too. Frosted or transparent white flint glass maintains the highest clarity and quality, making it suitable for premium food and health applications alike, with Pont having received a certificate of conformity (Class A grade) from Circpack.
The technical functionality is balanced with branding opportunities, with frosting and direct printing available alongside the advice on how this can be done while maintaining recyclability.
Spenkelink concluded, “Pont is offering brands pragmatic solutions that balance shelf impact with logistical efficiency by looking at what we know with an innovative approach.”
