Pure-Pak® Imagine – our most sustainable carton ever
In 2020 we launched our most environmentally friendly carton ever, the Pure-Pak® Imagine. A modern version of the original and iconic fresh Pure-Pak® carton with a new easy-open feature eliminating the need for a plastic screw cap.
This latest carton is 100% forest-based, made with Natural Brown Board, and is fully renewable and carbon neutral.
The Pure-Pak® Imagine carton’s unique top fin helps guide consumers to open the carton to form a carafe for easy pouring. The new top fin shape adds a further important point of differentiation. Shape is the first recognition point for consumers, so this is especially important in markets less familiar with the easy opening feature.
In combination with the modern functionality of the easy-pour and easy-fold features, the carton sets a new benchmark in reducing plastics. The Pure-Pak® Imagine carton is first available for the fresh dairy category, creating the perfect low carbon, circular economy approach.
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Cool idea for Danish water
Entrepreneurial Danish business Postevand was founded in 2014 with the mission to be the best and most sustainable alternative to spring water in plastic bottles. Postevand, which means ‘tap water,’ packages exactly that – Danish tap water in Pure-Pak® cartons.
“We are starting to see the consequences of our plastics culture, and we expect that in 2050 there will be more plastic in the sea than fish,” adds Jesper. “No matter how plastic packaging is presented – as recycled, reusable, etc. – it is still a fact that plastic comes from fossil fuels. So, for us, cartons that are FSC-certified and made from renewable materials was an obvious choice.”
In 2020, Postevand introduced its 1-liter Pure-Pak® cartons as a sustainable and reusable cool pack for the growing home delivery market. The pack is filled with 800ml of water, undergoes a slow deep-freezing process, and is then used to keep food chilled and fresh. Consumers can reuse them as cool packs or defrost and consume the water.
For more information, go to www.postevand.com.
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TINE gets nostalgic with classic milk carton
In 2020, TINE was the first dairy in Norway to remove plastic caps from milk cartons. TINE organic milk was launched in 1 liter Pure-Pak® cartons with Natural Brown Board and a new and improved version of the classic carton opening. By removing the cap on TINE’s organic milk, the dairy reduces its plastic consumption by at least 5 tonnes every year.
TINE, was one of the first to use 100% forest-based renewable cartons and is completely dedicated to taking care of the environment. The new carton is a further step forward for our long-standing customer’s continuous efforts to reduce its climate footprint.
The new opening feature, which many will know as “fold-out and bend back,” creates a modern, nostalgic version of the original milk carton. For TINE, the development provides a more environmentally friendly carton with an even lower carbon footprint than conventional cartons.
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Swedish consumers say no to plastic caps
In Spring 2020, Skånemejerier decided to remove the caps on all Hjordnära organic milk. An easy opening feature replaced the plastic closure on the 1 liter Pure-Pak® cartons. Sweden’s second-largest dairy then let the sales figures and consumer reactions determine the future of plastic caps.
Consumers contacted the dairy via social media and its customer service department, with a clear majority of 79% preference for packaging without the plastic closure.
A result that demonstrates consumers prioritize sustainability over convenience is exactly what Skånemejerier was hoping for. Removing the plastic cap reduces the climate impact of packaging, and it also makes it easier for consumers to recycle. The new carton perfectly fits Skånemejerier’s vision to be Sweden’s most sustainable dairy and to minimize the amount of material in its packaging. The dairy now plans to gradually launch more products in Pure-Pak® cartons with no plastic cap.
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Natural Brown Board Cartons Set New Industry Standard
In 2020, Elopak recorded a significant increase in the sale of Natural Brown Board cartons compared to previous years. Approximately 20 percent of Pure-Pak® milk cartons in Western Europe are produced with Natural Brown Board. This figure far exceeded the initial projections and set a new standard for ecologic milk and plant-based drinks.
In 2017, in partnership with supplier Stora Enso, Elopak was the first packaging company to provide gable top cartons made with Natural Brown Board. These Pure-Pak® cartons are renewable, recyclable, and have a lower CO2 footprint, owing to reduced wood consumption and the elimination of the bleaching process. Their rustic, natural look effectively communicates this commitment to sustainability and instantly stands out on the shelves.
Many of our customers offer organic, green, or otherwise sustainable products. Therefore they want a packaging solution that reflects this ethos and instantly signals their commitment to the environment. The unbleached, natural look of the Pure-Pak® with Natural Brown Board effectively communicates inherent sustainability of these products.
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Arla splashes down in plant-based market with new brand and new carton
The plant-based market exploded in 2020 with many customers expanding or entering this sector. Arla Foods launched its new brand JÖRĐ, featuring three dairy alternative drinks in cartons.
For Arla, the new brand expands products for all consumers so dairy and non-dairy products can be enjoyed side by side. The first three products under the JÖRĐ brand were introduced across Denmark and UK featuring a range of dairy-free oat-based drinks: JÖRĐ Oat, JÖRĐ Barley and JÖRĐ Hemp, presented in 1 liter Pure-Pak® Sense cartons with Natural Brown Board. All the products are organic and contain only natural and Nordic ingredients.
“It was natural for Arla to enter this market, which is adjacent to the milk category. New products should be fascinating and interesting, and we know from research that taste and novelty are driving this category,” said Arla’s Senior Innovation Manager, Vadim Smolenkin.
Extensive consumer research and focus groups enabled Arla to identify the best recipes for JÖRĐ and the best package. The carton communicates the Nordic and natural values of JÖRĐ with its look and feel. It generates a warm, confident feeling with the consumer due to its responsibly sourced materials, sustainable design, and recyclability.”
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