Single-use food containers have been a quiet fixture of supermarket delis for decades – practical, efficient, and largely taken for granted. But as sustainability expectations continue to shift, manufacturers are being challenged to rethink how packaging works in a more circular future.
Food packaging manufacturer Bonson saw that shift early. Rather than waiting for retailers or regulation to lead the way, they set out to explore whether a genuinely reusable deli container system could work at supermarket scale. To help turn that vision into a real-world solution, Bonson partnered with Blender as a product design and development partner. The result is RePlay, a returnable container system now being trialled in Foodstuffs supermarkets.
EXPERTISE
- Circular Design Strategy
- Packaging Design
- Industrial Design
- Prototyping
- Design for Manufacture
CHALLENGE
Designing for a system, not just a product.
At first glance, the brief seemed straightforward: design a reusable deli container. In reality, it was anything but. The challenge wasn’t the container alone, but how that container would operate within a complex system involving manufacturers, supermarkets, deli staff, checkout operators and customers – each with their own needs, constraints, and expectations.
At the heart of the RePlay system, various sizes of reusable deli containers are each linked to a unique QR code. Customers can borrow a container with a quick tap of their card or phone at the deli counter, then return it to a smart bin in-store so it can be used again. A temporary $3 hold encourages returns, while system data helps Bonson and Foodstuffs see what’s working well and where the model needs refining.
“It may seem like a simple container,” says Blender co-founder Ollie McDermott. “But underlying its design were a lot of requirements that we had to trade off against each other to get the perfect balance.”
For Foodstuffs, the solution needed to integrate seamlessly into existing operations. Deli teams work in tight spaces, at speed, and with strict food safety requirements. Labels, scanning processes, storage, and cleaning routines were already finely tuned around single-use packaging. Any new container had to match that efficiency without adding friction or complexity.
At the same time, the container needed to feel intuitive and appealing for customers. It had to fit naturally into everyday use, without feeling like a compromise or an added step.
APPROACH
Shaped by people and process.
Designing the containers began with stepping back from the product itself and looking at the bigger picture.
The first step was bringing Blender, Bonson, and Foodstuffs together with key system partners: Circularity for circular economy expertise, Again Again for the return system technology. Together, the group mapped the current state of deli packaging and explored what a circular future would look like.
“By tracing the journey of the container through the hands of different people, we were able to really dig deep and understand what each of their needs were,” says Ollie.
The team explored a range of design directions, testing different shapes and lid concepts through physical prototypes, stakeholder feedback and functional testing.
“We looked at numerous container designs: square ones, round ones , screw-on lids, hinged lids …” says Ollie.
Through this iterative process, the team landed on a distinctive ‘squircle’ shape – a soft-edged square that balances visual appeal with practical performance.
“The square shape feels more modern and visually appealing,” Ollie explains. “But it’s also a much better use of space. The impact of this across freight, storage, sterlisation, in store, and in the fridge all adds up.”
The final design stacks neatly in-store and at home, feels good in the hand, and is easy to clean, with smooth surfaces that avoid food getting trapped. A single lid works across multiple container sizes, simplifying handling for deli staff.
OUTCOME
Ready to reuse.
RePlay is being trialled in selected New World stores in Auckland and Wellington over 2026, marking a significant step for Bonson as a food packaging manufacturer choosing to lead change within its own category.
The trial is testing more than a new container. It’s exploring a different model for packaging, one that keeps materials in circulation rather than treating them as disposable.
“The feedback on the containers has been universally good,” says Glenn Drake, Business Manager at Bonson. “Everyone’s loved it.”
At the same time, the trial has highlighted how important behaviour is to making reuse work. “Getting people to say they want to use it is easy,” Glenn says. “Getting people to actually use it is the real challenge.”
For Bonson, working with Blender helped navigate that complexity. “We needed more creative input than what we had in-house,” Glenn says. “They were brilliant at bringing stakeholders together and filtering out the noise.”
For Blender, RePlay demonstrates the value of engaging early, listening closely, and designing with the full system in mind. By working alongside Bonson and its partners, the team helped translate a complex set of operational, behavioural and sustainability goals into a product that works in practice. The result is a reusable solution shaped by real needs, and a clear example of how thoughtful product development can support meaningful change.
