Orkla expands cartons to reduce plastic across brands

Following its 2020 introduction of liquid soaps and laundry detergent refills packaged in D-PAK™: Elopak’s gable top carton for non-food products, Orkla has expanded its use of carton packaging. September 2021 saw the launch of re-fill products in cartons for its Klar brand across the grocery channel in Norway.

“We have thoroughly tested and evaluated the refills products since we started this project in fall/winter 2019 in close collaboration with our consumers and in partnership with Elopak,” explains Xenia Pisneacova, Innovation Manager Sustainable Living, Orkla Home & Personal Care.

“Prior to the recent launch in the grocery channel, we chose to pre-launch the product in our own ecom. channel klardag.no. The results exceeded all our expectations! The carton refills sold out in record time and over 1000 people signed up to a waiting list. We also got good feedback from consumers through social media, and we know that our consumers were really looking forward to finally seeing the products in store shelves.”

Orkla has very ambitious sustainability goals with plastic reduction high on the agenda. “That is why this project together with Elopak is strategically important for us and we will introduce new products and formulations in this format starting with the launch in the fabric care category across Sweden and Finland in early 2022.”

This project is a top priority for Orkla, and the company invested in filling technology to establish its own carton production line in Ski, Norway. “Elopak’s exciting cartons and packaging solutions, together with technical expertise and high commitment to the project, enabled us to realize this launch. We also invested in extensive consumer insights plus marketing communication support launching the new cartons through TV ads and social media,” adds Xenia. “At Orkla we are very close to the consumer so we can see firsthand how product is received and what changes or adjustments we have to make.

“However, as a company we had limited knowledge about the carton format and the filling technology. But, together with Elopak we developed the new packaging to be more user friendly, easy to dispose and recycle.”

Orkla has worked in close collaboration with Elopak across teams and functions to establish the new line which was officially opened on 4th November. “The team we have established with our Elopak colleagues has handled this project in an efficient and effective manner due to the overlap in the strategy between two companies. We both have ambitious sustainability goals to go further to reduce plastic and environmental impact,” explains Xenia.

“The results so far are very positive with feedback from the consumer saying that they appreciate both the user friendly and environmentally friendly features of the new carton. This project takes both Orkla and Elopak closer to achieving environmental goals,” concludes Xenia.

The D-PAK™ carton prioritizes convenience for the consumer and is also the naturally sustainable choice, offering an alternative to plastic bottles that is based on good wood. Here we have a packaging solution for non-food products that reflects and communicates a commitment to sustainability and the environment.

The Klar brand from Orkla has been launched in Norway in 500ml D-PAK™ cartons for hand soap 750ml D-PAK™ cartons for laundry detergent. Orkla plans to introduce several products in the carton format in 2022 in the fabric care category under the brands Omo, Blenda and Milo. In addition, the company will launch fabric care products for the Grumme brand in Sweden, and the Lumme brand in Finland in 750ml D-PAK™ cartons next year.