A squround is a container whose shape is between a square and a round tub. It resembles an oval but is sometimes closer to a rectangle with rounded corners. These allow the contents to be easily scooped out of the container. The name is a portmanteau for "square round" (cartons), referring to a compromise between a square and a round carton. It is also sometimes known as the scround.
"Squround" can apply to shapes of things other than tubs: Watches, swimming pools, bottles, etc.
The term applies mostly to ice cream packaging design, where the switch to a squround from paperboard bricks, cylindrical half-gallons and other containers is motivated by consumer preference, as well as cost effectiveness. These packages are more rectangular than square, but the side edges are rounded, while top and bottom surfaces are completely flat. Squround packaging affords some of the consumer appeal of traditional cylindrical packaging, while also packing tightly like brick-shaped square cartons.
The container is usually made of paperboard but can have thermoformed or injection molded plastic components. There is usually a separate lid made of paperboard, plastic, or both.
It offers several advantages over other ice cream packages:
The lid can have tamper-evident features.
Although squrounds are available in traditional half-gallon sizes, there exists a trend toward marketing non-traditional 56-ounce, and recently even 48-ouce sized cartons. The downsizing in carton size has not seemed to negatively affect unit sales.
Mayfield Dairy, which announced the switch to squround cartons in January 2003, told Food Engineering in April that they expect to sell the same number of 56 oz. units in 2003 as it sold 64 oz. cartons in 2002. Breyers, which in 2000 was an early adopter of the smaller package for its "Ice Cream Parlor" brands, as of 2005[update] uses the smaller package across all its ice cream flavors. In 2008, they changed to an even smaller 48 oz container.