Swedish consumers say no to plastic caps

In Spring 2020, Skånemejerier decided to remove the caps on all Hjordnära organic milk in 1 liter cartons, and then let sales figures and consumer reactions determine the future of plastic caps.

Sweden’s second-largest dairy launched its organic milk in new Pure-Pak® cartons with an easy opening feature replacing the plastic closure.

“There are differences of opinion about the screw cap. Some consumers prefer the convenience of closure while others prefer to avoid plastic. So, we decided to put it to the test and remove the plastic caps and ask the consumers their opinions,” says Cecilia Lindwall, Marketing Manager at Skånemejerier.

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.

“This result is exactly what we were hoping for. It is gratifying to see that consumers prioritize sustainability over convenience. Removing the plastic cap reduces the climate impact of packaging, and it also makes it easier for consumers to recycle, since everything can now be processed as paper board,” says Cecilia Lindwall, Marketing Manager at Skånemejerier.

“Our vision is to be Sweden’s most sustainable dairy and to minimize the amount of material in our packaging,” adds Cecilia Lindwall.

Last year the company signed the Plastic initiative. The initiative is in line with the European Commission’s plastics strategy, which states that by 2030 all plastic packaging on the EU market can be reused or recycled. The companies that have signed up undertake to meet the target within two years. Skånemejerier is fast approach the goal as all its packaging is already 96 percent recyclable.

ECO organic milk range is the highest quality milk from Skånemejerier, and the launch of the new cartons with Natural Brown Board and no plastic cap brings more sustainability to its most natural product.

The carton is certified Carbon Neutral, and the brown board uses less materials for a lighter package with lower C02. With the new more sustainable carton Skånemejerier introduces a new design and following consumer approval, will gradually launch more products in Pure-Pak® cartons with no plastic cap.