Packaging designers must constantly inject innovations to attract consumers in a constantly evolving and highly competitive market. Keeping ahead of the competition by bringing new and exciting products to market faster whilst maintaining quality, presents a major engineering challenge. A new packaging development process is described, which introduces advanced automated simulation and optimization technology right from the concept development phase. Detailed predictions of primary, secondary and tertiary packaging performance are made possible through use of advanced simulation technology. Design optimization is then employed using the modelling as a virtual testing ground for design variants. The approach provides clear design direction, an opportunity for wider experimentation, helps to improve performance and reduces uncertainty in the development process.