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February 28, 2014


Pizza delivery services have been around since the early ’80s.  In product terms, there’s been little innovation… doughy base, a good dollop of tomato sauce, a generous sprinkling of cheese and then anything else that takes your fancy.


Much like the pizza itself, the packaging hasn’t changed in 30 years either.  Let’s not big it up – its a cardboard box – hardly the world’s greatest packaging revolution.  There is, after all, only so much you can do with a cardboard box.  Or is there…?


Enter ‘Greenbox’ which has designed and patented the 21st century pizza box.  Made from 100% recycled cardboard with a perf’d top that you can tear into 4 serving plates, the bottom folds in half and doubles as a neat little storage container for leftovers which you can keep in the fridge for midnight snacking.


Available in the US right now and only at selected pizza delivery outlets, it will be arriving at a pizza joint near you at some point in the future.  Its so simple, its so obvious and we wonder why no-one has thought about it before now.  Watch out though, the usage instructions do resemble an Ikea flat-pack diagram!

Buon appetito!


Either way, it makes me think that with age comes a new sense of refinement and aesthetic betterment  that hadn’t been appreciated in the past.  Maybe we are just more comfortable in our skin and with this added confidence comes appreciation.  Whatever the cause and however I pull myself out of this pre-occupation, hopefully it will be with the finesse of an Austin Allegro. 




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