"It's a game changer because they are now able to access a much bigger percentage of the market now with the extra 40% they now reach due to their European footprint," explains Know It All's Raj Bhardwaj. "I think it's really positive for buyers because that 40% previously only had Smurfit Kappa as a viable option. Smurfit Kappa is excellent but choice is a good thing and now DS Smith will be able to offer a really good and viable alternative."