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Reflex Group has partnered with Marks & Spencer to launch a new packaging format for premium fresh produce, designed to improve product visibility when displayed on shelf.

The Infinity Punnet features a continuous clear window across the top and down the side of the pack, allowing shoppers to see the produce inside even when packs are stacked. The format has been developed to address visibility challenges associated with conventional punnets, where the viewing window is usually limited to the top of the pack.

According to Reflex, the design aims to improve shelf appeal and help premium produce stand out in busy retail environments. The punnet is OPRL-compliant and recyclable, with 5% mixed material content.

The packaging is currently being used by M&S across four tomato varieties – Capella, Sugardrop, Piccolini and Pomodolci – in 220g and 360g formats. Reflex said additional produce ranges are expected to follow as the format is rolled out further.

Jamie Gordon, retail sales director at Reflex Group, said the launch followed the introduction of the company’s original punnet into M&S in 2024.

“Following the successful launch of our original punnet into M&S in 2024, we were challenged to push the concept further and create a solution that would deliver even greater visibility on shelf,” Gordon said. “Working closely with the M&S team, our sales, innovation and NPD specialists developed the Infinity Punnet – an innovative new format that showcases the product more effectively and creates real differentiation in a competitive retail environment.”

Ricky Shattock, packaging technologist at M&S, added: “Our goal was to make the product the hero, giving customers greater visibility of the quality and freshness inside the pack. The Infinity Punnet has delivered exactly that, creating stronger shelf presence and helping drive a positive uplift in sales.”

M&S and Reflex said they see potential to expand the concept across additional premium fresh produce ranges in the future.