Finalist De Gouden Noot 2024 Paper based packaging for spreads

Paper based packaging for spreads by Upfield

A collaboration between Upfield, Footprint, MCC Verstraete, Pages and Emsur made a dream come true: the first fully recyclable paper-based tub for margarine and fats is now on the market. This pack was designed keeping in mind its functionality on Upfield’s filling lines, but also taking care of the consumer acceptation. From the inception of the basic idea to delivery on shelves, over 80 thousand prototype parts were produced and more than 500 thousand tubs were sent through the full end-to-end testing journey - from factory to fridge. This all went along with multiple rounds of testing different designs and prototypes to ensure that the product is safely packed but also that the consumer impact was positive. The codes and knowledge from the plastic world had to be reinvented and adapted as to deliver the same quality and aesthetics as the preceding plastic tub.

The paper tub is made of compressed wet paper fibres and is waterproof (important for chilled products) as well as oil-proof (a must for spreads and margarine). There is no plastic liner so the tubs can be collected and recycled along with other paper and cardboard household waste. Summarizing: the new tub is durable, oil-resistant and appealing, which many thought would be impossible with paper.

Registrants:  Upfield, Footprint, MCC labels, Pagès, Emsur

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