Packaging and plastics producer DS Smith (London / UK; www.dssmith.com) is to bring its packaging, paper, plastics and recycling businesses together under one new corporate identity and brand. The rebranding follows Smith’s acquisition of Swedish rival SCA Packaging for EUR 1.7 bn in 2012, securing the UK-based manufacturer a 14% share of the European corrugated packaging market.

DS Smith's chief executive, Miles Roberts, explained: “Bringing our packaging, paper, plastics and recycling operations together means we can offer customers a complete service from design and production right through to supply and recycling. The decision to bring all our operations under one clear strong brand was the natural next step for us.” The new brand was launched at the end of November and will be gradually implemented across the company’s different divisions and geographies.