Large retailers have become the dominant power in almost all supply chains. They have started to sets demands for packaging, both for compliance with their distribution system, as well as related to sustainability (e.g., Wal-Mart scorecard). Meeting the challenges of these new supply chains, and successfully balancing distribution requirements with marketing requirements and sustainability requirements is one of the great challenges of both brand owners and packaging suppliers. This presentation will use real business cases (mainly from Royal Philips Electronics) to illustrate how to meet those challenges.