Marks and Spencer’s invited Design Futures to look at the future of their ‘cross cut’ sandwich packaging as part of a review of the company's 'Food to Go' range. The brief was to produce conceptual ideas that would add value to the customer and would be environmentally friendly, but without adding significantly to production costs. Initially, we analysed the way current sandwich packs are used and determined how customers ideally like to have their sandwiches presented. The design team then produced a number of concepts that provided real benefits to the customer. The concept chosen by M&S allows the pack to sit on the shelf in the traditional way, but opens from the back - away from the ‘messy’ part of the sandwich - and folds out to form a ‘crumb tray’. M&S and their packaging supplier developed this through to the current production pack used daily in stores today.