The role of packaging has changed from strictly protecting goods to become a moremulti-faceted tool for marketing purposes. The multi function of packaging haschanged its role in marketing and packaging plays a strategic role as the first productattribute to which consumers are exposed in a store or supermarket. The researchmethod in this study is based on a qualitative approach based on secondary datacombined with field visits and personal interviews. The result in this study show theimportance of material research made by suppliers, but also the influence of differentrequirements from actors in a supply chain driving development resulting in packagingsolutions for the benefit of end consumers. A main managerial implication is the use ofprogress within material development and application of necessary processes for higherefficiency within a supply chain. Another managerial implication is the importance ofpackaging design. A theoretical implication is a need for a better integration of marketinformation in to the packaging development process. Another theoretical contributionis a need of higher integration of packaging into marketing strategy.