Flexi-Hex

Upclose visual of Flexi-Hex being used as protective packaging for a Bombay Sapphire bottle / Source: Flexi-Hex

AfricaAsiaBeautyEuropeFlexi-HexFlexibleFood & BeverageLightweightNorth AmericaOceaniaPackagingPaperRecyclableRecycledRigidStrong

WHAT WE SAY:

Our online shopping habits are creating huge waves of plastic waste, as we get everything from clothes to beauty products, furniture, electronics and food delivered straight to our front door. To get items to us in one piece, protective packaging is essential, and as with most packaging, the industry has become reliant on plastic.

Flexi-Hex is changing the game, re-engineering cardboard to make it stronger, more durable, and able to withstand drops from four metres high. It looks pretty impressive too, and can elevate a brand’s status to luxury by simply being slipped on. Unfortunately, it’s not affordable for all, but we truly hope that one day it will be.

Flexi-Hex

WHAT IS FLEXI-HEX?

Flexi-Hex is a patented, lightweight, sturdy and collapsible secondary packaging solution made from Paper. UK-based brand Flexi-Hex has re-engineered cardboard to create an expandable honeycomb structure that can be slotted over fragile items such as drink bottles, cosmetics, surfboards, homeware and electronics.
Cardboard is made up of thin layers of paper which are spot-glued together. When lightly pulled apart, cardboard naturally forms a honeycomb structure. Flexi-Hex has simply magnified this structure to create a flexible but strong protective material.
Created as sleeves – with two layers of honeycomb attached top and bottom by a slip of rigid board – Flexi-Hex can be used to securely ship breakables. One sleeve can expand 35 times from its compact size.
The material is made up of 85% recycled paper pulp and FSC-certified virgin fibre. Glues are all water-based PVA adhesive, which don’t contain plasticisers.
The design uses limited material – because of its collapsible nature, one pallet of Flexi-Hex is equivalent to five pallets of bubble wrap. This reduces shipping and storage costs, and minimises the impact on the environment.
Recent additions to the Flexi-Hex range include Flexi-Hex Air, a packaging sleeve made from tissue paper that’s ideally suited for use with cosmetic and beauty products. Flexi-Hex Air is made from 76% recycled content. The company has also launched lock-box packaging solutions, which add further protection to products in transit.
All Flexi-Hex packaging is kerbside recyclable in the paper waste stream and doesn’t have to be disassembled to be disposed of. The company also claims that the packaging is certified for both industrial and home composting, and it degrades in six weeks.

KEY PROPERTIES:

Flexible
Lightweight
Recyclable
Recycled
Rigid
Strong

INDUSTRY:

Beauty
Food & Beverage
Packaging

AVAILABILITY:

Commercially Available

DIVE DEEPER:

The boom of e-commerce has resulted in the exponential rise of protective B2C plastic packaging. Everything from inflatable plastic air cushions to plastic-based pellets, bubblewrap and polystyrene are used to protect goods in transit and limit breakages – something that’s not good for the bottom line or for the environment.
Amazon reportedly ships two million parcels a day, leaving behind 465 million pounds of plastic packaging waste every year. According to Statista, the global e-commerce industry used approximately 2.1 billion pounds of plastic packaging in 2019, a number projected to rise to 4.5 billion pounds by 2025.
Consumer appetite for a less wasteful e-commerce system is palpable. Research conducted by MullenLowe Profero found that over 40% of UK consumers are worried about the environmental impact of delivery. In 2021, a campaign called #ShipNaked was launched by nonprofit Habits of Waste to encourage global brands such as Amazon to ship goods with less packaging.
Flexi-Hex offers an alternative solution to this plastic waste that is just as, if not more, protective. The material has passed European drop tests and has successfully prevented breakages when being dropped from a height of four metres. The company claims that the packaging has helped customers reduce their breakage rates to less than 1%.
The Flexi-Hex bottle range is available in three styles which are all suitable for mail order and door-to-door delivery. The Bottle Box is a post-safe box that holds six bottles and includes six Flexi-Hex bottle sleeves. The box doesn’t require tape to be assembled and has a glued crash-lock base. It can carry up to eight kilograms. The Slender is designed for individual bottles and holds all shapes and sizes up to 320 millimetres in height. It can hold up to 1.5 kilograms in weight and can be slotted into the company’s Pinch Top for added protection. The Drum is designed to store short and wide bottles.
As mentioned, Flexi-Hex Air is designed for the cosmetics industry and can be used to protect everything from bottles and pumps to compacts and jars. It is available in four lengths ranging from 10 to 35 centimetres in height. It is stocked in kraft, but other colours such as black are available on request.
Flexi-Hex packaging can be easily branded thanks to the use of thin paper wraps that keep everything in place.
The company has distributors in the US, Australia, Europe, South Africa, South Korea, Japan, China, Canada, New Zealand and Russia. The material is only transported in ships and lorries, avoiding high-emission airfreight. The company’s minimum order quantity is 500 units and its maximum is 500,000 units, with a lead time of 30-70 days.
Two million Flexi-Hex sleeves were sold worldwide in 2021, with 25% of UK distilleries now using the packaging solution. This demonstrates a scalability which is afforded to the company by its Chinese manufacturing.
Companies already using Flexi-Hex include Krī Skincare, Soap2O, Seedlip, Bombay Sapphire, Grolsch and KanKan. So far, Flexi-Hex’s customers have removed 3,166 kilometres of plastic from the packaging industry by switching.

Protective Flexi-Hex Air packaging for cosmetics / Source: Flexi-Hex

Flexi-Hex is strong enough to protect a fragile easter egg / Source: Flexi-Hex

KEY FACTS:

465mn lbs

Amazon reportedly ships two million parcels a day, leaving behind 465 million pounds of plastic packaging waste every year

40%

of UK consumers are worried about the environmental impact of delivery, according to Profero

3,166km

So far, Flexi-Hex’s customers have removed 3,166 kilometres of plastic from the packaging industry by switching

Key Questions to Ask:

Is it economically viable?

According to the company, Flexi-Hex is currently 20-25% more expensive than plastic alternatives. This means it’s not a suitable solution for many brands and is sadly reserved to the premium market. Those using it should elevate the construction used in the pack, crafting the narrative that protecting without plastic both looks and does better. For lower to mid-range brands, look to similarly constructed honeycomb paper – which is more readily available but less protective.

How is the packaging manufactured?

Due to its patented nature, the company doesn’t disclose how the packaging is made, but further insight into the core processes – from pulping to pressing – are essential for determining its full impact. The product is free from PFAS/PFC, Bisphenol, PFOA and PFOS, which is very promising, but supply chain impacts, including factory conditions, how it treats water discharge, where the recycled paper content is sourced and so on will determine if this is a sustainable solution to its core.

Could it be expanded to replace B2B shipping packaging too?

While e-commerce delivery packaging is creating tonnes of packaging waste each year, the stuff consumers don’t see – tertiary packaging – is just, if not more, impactful. Could Flexi-Hex be used in this context too? It would come down to price, of course, but as with anything, the higher the demand, the lower the cost.