How Doughnations used Sourceful to help pivot their business and find a packaging solution in 3 months

Industry: Hospitality
Company size: <10 employees
Location: Manchester, UK

Doughnations is a vegan pizzeria that serves certified organic sourdough pizza. When Covid-19 hit, founder Alex Walker knew he would need to pivot the business from an eat-in restaurant to home delivery. He decided to offer premium make-at-home pizza kits. Sourceful helped Doughnations to source and design the packaging needed to launch their pizza kits whilst delivering on their sustainability goals and with a quick turnaround.


months from concept to delivery


or reusable packaging


Due to the global pandemic, home delivery became the only option for Doughnations to continue operating. They had to adapt whilst staying true to their brand values, one of which is bringing customers the best quality products. With this in mind, they decided to offer customers make-at-home pizza kits for the chance to recreate their popular vegan pizza recipes at home.

Although Doughnations had a plan, they didn't have the right packaging. They wanted compostable or reusable materials, rather than the unsustainable materials used in their previous packaging. Doughnations needed a branded box and sustainable, multi-use packaging for the individual ingredients to ensure a flawless customer experience. They wanted their pizza kits to be recognisable on arrival with clear instructions provided for customers on how best to store the ingredients and to dispose of the packaging afterwards in a safe and environmentally-friendly way. They also needed the solution to be affordable and produced quickly whilst normal revenue streams were dropping.


To help find the best packaging solution for their new business model, Doughnations partnered with Sourceful. We collaborated on packaging design ideas that would best suit Doughnations' requirements and values, as well as their timeframe. Once the design and artwork for all the packaging was confirmed, Sourceful reached out to its network of suppliers to source the materials and produce the bespoke packaging. To keep costs down, Sourceful advised Doughnations to focus on packaging materials rather than design flourishes. They chose a compostable mailer box and used vegan ink for the branding so the box would remain entirely compostable.

“I couldn’t have done it without you guys, everything was done for me. To be able to go to one source for all my packaging needs was just great.”

Sourceful conducted two sampling rounds and tested five types of materials for the pizza kit packaging. Glass and sugarcane containers were selected to keep ingredients fresh, and plastic-free stickers and plastic-free box tape were used to seal the boxes and ensure safe delivery. Each packaging component was chosen for being either compostable or reusable.

Leveraging Sourceful's connections and expertise, Doughnations was able to ensure the branded delivery box and the packaging components were both sustainable and practical. Sourceful was able to source samples quickly and negotiate prices within Doughnations' budget using their local team in China. Within three months, Doughnations had designed and taken delivery of a full packaging set for their vegan pizza kits.


Sourceful produced and delivered a sustainable packaging solution to Doughnations for their pizza kits within three months of their initial meeting – a process that usually takes six. Their packaging set is entirely 100% reusable or composable and hits their sustainability goals.

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