A DTC toothpaste startup was looking to create a refill subscription service for their toothpaste dispenser designed by Ammunition.

To optimize the shipping process and differentiate from competitors it was decided to try and use the USPS magazine postage class. This class is incredibly cheap compared with package mailing costs, this is due to automated sorting & handling machinery. The magazine class has been less popular due to the reduction in print media and physical catalogs, so USPS has actively been selling this class outside of the print media industry. The catch is that the external package has to be thinner than 0.75in and reasonably flexible.

Traditional toothpaste tubes are circular at one end and taper to a flat seal, this style of packaging was not going to be able to ship inside the magazine class. The solution was to develop flexible pouches that are more lightweight than the tubes and nozzle filled like baby food pouches. These thinner refill pouches worked perfectly in the magazine class mailer saving dollars per shipment.