Value-added packaging (VAP) is inspired by the methods used by discount stores to reduce shelf-stocking costs. It is designed to simplify the shelf-filling process by presenting products for sale in their original, specially adapted packaging (shape, reinforcement, die-cut, internal stacking, etc.). This packaging is initially conceived to minimize handling in stores.

Large retail chains generally experiment with VAP first on their own brands, which they control more closely. Subsequently, national brands are also often asked to adopt this approach. In theory, the use of this packaging is supposed to improve efficiency and productivity. However, in reality, it is essential to reconcile the expectations of the retailer, the requirements of the manufacturer, logistical constraints, and marketing objectives.