Can switching to cardboard packaging improve your brand’s shelf visibility?

Yes, switching to cardboard packaging can meaningfully improve your brand’s shelf visibility. Fiber-based trays offer a larger, more printable surface area than plastic alternatives, and consumer research consistently shows that cardboard packaging draws more attention on the shelf and increases willingness to pay. The sections below unpack the specific reasons why, and what food brands need to consider before making the switch.

How does packaging material affect shelf visibility in retail?

Packaging material affects shelf visibility by determining how much printable surface is available, how colors and graphics render, and how the pack interacts with light and surrounding products. A material that absorbs ink cleanly and holds sharp contrast will stand out in a crowded retail fixture far more effectively than one that reflects glare or limits design options.

Cardboard and fiber-based materials offer a naturally matte, print-receptive surface. This means brand colors appear more saturated, typography reads more crisply, and on-pack information is easier for shoppers to scan quickly. Plastic trays, by contrast, often require additional lamination or labeling steps to achieve the same visual result, and the inherent sheen of the material can work against legibility under fluorescent retail lighting.

Beyond print quality, material choice also signals quality to the shopper before they read a single word. A packaging study by Sense N Insight found that with the right combination of material and product-suitable design, shelf visibility increased notably — and fiber-based packaging consistently outperformed plastic in both eye-tracking attention and perceived product value. For food brands competing in chilled or fresh categories, that first visual impression is often the deciding factor.

What makes cardboard trays stand out compared to plastic trays?

Cardboard trays stand out compared to plastic trays because they combine a larger branding canvas, better print fidelity, and a tactile quality that signals care and craftsmanship. The flat, structured walls of a fiber-based tray give designers more usable surface area than the curved, often transparent sides of a rigid plastic alternative.

There are several practical reasons fiber-based trays perform well on the shelf:

• Print surface: The board structure accepts high-resolution graphics directly, without the distortion that curved plastic walls can introduce.
• Material contrast: A cardboard tray naturally differentiates itself visually from neighboring plastic packs, creating a distinctive block of color in a sea of glossy alternatives.
• Structural form: The rigid, defined edges of a board tray stack and face consistently, keeping the brand presentation uniform across the full shelf run.
• Tactile signal: Shoppers who pick up the pack experience a material that feels substantial and considered, which reinforces premium positioning at the point of decision.

We at Jospak design our fiber-based trays specifically to preserve these visual and structural advantages without compromising the functional requirements of fresh food packaging. The board forms the outer structure and branding surface, while a thin barrier film on the interior handles the technical job of keeping food safe and fresh.

Can cardboard packaging carry the same branding as plastic?

Yes, cardboard packaging can carry the same branding as plastic — and in most cases it carries it more effectively. The printable surface of a fiber-based tray supports full-color graphics, brand logos, nutritional information, and certification marks at the same resolution and detail as any plastic alternative, often with better color accuracy due to the matte substrate.

From a practical branding standpoint, the transition from plastic to cardboard trays does not require a redesign of brand identity. The same artwork files, color profiles, and typography systems transfer directly. What changes is that the design team gains more usable surface area and a material that responds more predictably to print processes.

One area where cardboard trays offer a genuine advantage over plastic is in communicating recyclability and material origin on-pack. As EU regulations tighten requirements around packaging claims and digital labeling, having clear, legible space to carry verified statements about fiber content and recycling instructions becomes a commercial asset, not just a compliance task. Our custom packaging design process takes these communication needs into account from the first brief, ensuring the final tray works as hard for the brand as it does for the product inside.

Does sustainable packaging actually influence purchasing decisions?

Sustainable packaging does influence purchasing decisions, particularly in markets where shoppers actively compare environmental credentials at the point of sale. Fiber-based packaging is consistently preferred over plastic in consumer research, and it measurably increases willingness to pay — meaning the material choice can support both volume and margin objectives simultaneously.

The influence operates on two levels. The first is rational: shoppers who read on-pack information and understand that a tray uses significantly less plastic than a conventional alternative, or that it is recyclable in standard cardboard collection systems, make a conscious choice based on that information. The second is instinctive: the material itself communicates responsibility before a single claim is read, because consumers have learned to associate board-based packaging with considered production choices.

It is worth being precise about how these claims are made, however. EU consumer protection rules already prohibit blanket environmental promises that cannot be verified. Generic terms like “sustainable” or “carbon neutral” carry legal risk under the EU’s EmpCo Directive, which applies from September 2026. What remains fully permissible — and commercially powerful — are specific, evidenced statements: the fiber content, the recycling pathway, the reduction in fossil-based material compared to a full plastic tray. These are the claims that build genuine trust with shoppers and withstand regulatory scrutiny.

What should brands consider before switching to cardboard food trays?

Before switching to cardboard food trays, brands should evaluate four core areas: production line compatibility, food safety and freshness requirements, regulatory compliance, and the recyclability of the specific tray construction they choose. Getting each of these right determines whether the switch delivers on its promise or creates operational friction.

Production line compatibility

One of the most common concerns among food manufacturers is whether fiber-based trays will require significant investment in new filling and sealing equipment. The Jospak® tray is designed to run directly on existing rigid tray packaging lines, which means the transition does not automatically trigger capital expenditure on new machinery. Confirming this compatibility early in the evaluation process removes the largest perceived barrier to switching.

Food safety, freshness, and MAP requirements

Fresh food categories — meat, fish, poultry, ready meals, and plant-based proteins — require packaging that maintains modified atmosphere conditions (MAP) throughout the cold chain. A fiber-based tray must include a barrier layer capable of hermetic sealing with lidding film to meet these requirements. The Jospak® tray achieves this through a thin multi-layer film on the interior surface, which keeps the board structure intact for branding and recycling while providing the gas barrier the product needs. Brands should verify that any cardboard tray under consideration is genuinely MAP-compatible, not simply marketed as a fresh food solution.

Recyclability and regulatory readiness

Not all cardboard trays are equally recyclable. The EU’s packaging regulation (PPWR), which begins applying from 12 August 2026, requires all packaging placed on the EU market to be designed for recycling. Brands should confirm that the tray they select can be recycled in the collection infrastructure of their target markets. The Jospak® tray is recyclable as cardboard in most European markets, including Finland, Sweden, Germany, and Poland. Consumers can also separate the thin inner film for separate recycling, keeping both material streams clean. This design approach aligns directly with what the PPWR requires from packaging going forward — and it is a specification worth verifying with any supplier before committing to a switch.