In a bold step toward reimagining food packaging for efficiency and sustainability, Amcor has introduced a first-of-its-kind shrink bag for Butterball’s boneless turkey breast roast that not only looks smarter but performs better for the consumer and the planet.
The innovation, called the Perflex® handle bag, does away with the traditional external netting typically used to provide a carrying handle on turkey breast packaging. Instead, the built-in handle is integrated directly into the shrink film itself, dramatically simplifying the pack while reducing material use. The result? A sleeker, easier-to-carry, and significantly more sustainable solution.
Less Material, Bigger Impact
The redesigned package isn't just about aesthetics. Amcor’s data shows it delivers :
- 22% reduction in carbon footprint
- 23% drop in non-renewable energy demand
- 22% reduction in water usage
These impressive numbers demonstrate Amcor’s growing leadership in creating responsible packaging that delivers meaningful environmental benefits without compromising functionality or product protection.
Built for Speed and Consumer Insight
The packaging breakthrough was co-developed by Amcor’s Catalyst™ innovation team, known for their hands-on, collaborative design approach. Working closely with Butterball, the team rapidly produced physical prototypes, allowing the food brand to test, refine, and gather real-world consumer feedback throughout the development process.
“We could prototype quickly, test authentically, and optimize based on real feedback,” says Greta Shimon, Marketing Manager at Amcor. “This hands-on partnership was key to ensuring the packaging was not only efficient and sustainable but also met consumers’ expectations.”
Another benefit? The new design is fully compatible with Butterball’s existing packaging lines removing the need for costly new machinery or major process changes.
Shelf Appeal Meets Sustainability
Butterball sees strong consumer potential in the redesign. “Shoppers today want convenience and healthy protein options,” says Valerie Saint Sing, Senior Brand Manager at Butterball. “Our boneless turkey breast roast fits that need perfectly. And this new packaging not only makes it more attractive on the shelf, but also aligns with our sustainability goals.”
With this new launch, Amcor continues to push the boundaries of packaging innovation creating smarter, cleaner, and more efficient solutions that meet the evolving needs of modern brands and conscious consumers alike.