‘Squircle’ design incorporates the best features of both a square and a circle to create the ultimate package for living lettuce.






Hollandia Produce LLC, Carpinteria, CA, grower/shipper of Live Gourmet living lettuces and leaf greens, has launched a redesigned clamshell for its award-winning Live Gourmet Living Butter Lettuce to achieve its strategic objectives of sustainability and differentiation. The new Squircle design incorporates the best features of both a square and a circle to create the ultimate package for living lettuce.

After extensive research and development and close collaboration with long time packaging partner Peninsula Packaging, the resulting Squircle design reshapes and optimizes the space utilized to package the lettuce. The innovative design enables automated packaging systems and increases packing efficiencies while retaining all the prized merchandising and consumer features of Live Gourmet’s legacy clamshell package.

Increases space efficiency for shipping

Additionally the new shape eliminates unused space in the master carton allowing for a 20% increase in units per pallet.  A 15% source reduction in RPC PET used to make the clamshell combined with a new master carton used to ship the product reduces the total annual corrugated used to package the product by 40%.

The new Squircle design is an attractive improvement on an antiquated design that helps differentiate Live Gourmet Living Butter Lettuce from all other living lettuce grower shippers. An eye catching, colorful and communicative label complements the new design and acts as a tamper-evident seal for the new package. Target consumer and frequent user focus group studies suggest the new optimized design achieves the goal of continued brand recognition while attracting first time buyers with its colorful and distinctive design.