Following the initial research period, a seven-path strategy was developed to improve Waitrose own-brand packaging. This centred on: improving communication; standardising packaging types; using best existing packaging; selling the best possible opening aids/tools; developing a one-stop ‘Waitrose tool’; making minor changes to current packaging; and developing wholly new concepts.

The final stages of the project focused on fast-track ‘minor changes’ that could deliver major benefits. Around 20 types of packaging were analysed and five of the most problematic were fully developed: bacon packs, fresh soup pots, ring-pull tins, jam jars and sardine tins. Improvements were proposed that can be introduced quickly at low cost with minimal disruption to machinery, as exemplars of a more inclusive packaging approach. Importantly, these solutions avoided the need for either a dedicated or improvised tool to open packaging.