The rounded effect may be a by-product of the printing process. Packaging, especially on corrugated cardboard, is most often printed using flexography, which employs plastic (not metal) printing plates. It transfers the ink more gently and without the compression of the printing surface that you would get with traditional a offset press. It may also be silkscreen printed, given the simplicity of the design.
Seems to be some variation of Helvetica, though quite a match to any digital version I can find.
Neue Haas Grotesk is similar.