Lumme makes a splash in Finland with its first-ever hand wash refill cartons

Orkla Home & Personal Care grabbed consumer attention with the launch of its first re-fill cartons onto the Finnish market in 2024 with Lumme branded hand soap.

The two Lumme hand wash products were launched not just in familiar bottles but together with re-fill packs in 750ml D-PAK™ cartons. The launch was hailed by Orkla Home & Personal Care as ‘a more sustainable choice’ for today’s eco-conscious consumers. 

Produced by Orkla Home & Personal Care, the Lumme brand is well known for its environmentally conscious products. The D-PAK™ refill cartons were the first of its kind onto the Finnish market for the handwashing liquid category – and set a bold new standard for sustainability in the segment.

“Our decision to utilize carton refills was driven by the desire to reduce plastic use, adapt to changing consumer needs, and provide more sustainable and cost effective solutions,” explains Annika Auramo, Brand Manager at Orkla Home & Personal Care. “The D-PAK™ carton refill reduces plastic consumption significantly and offers convenience and cost savings. Each carton refill is enough for one and a half bottles of Lumme handwashing liquid – so great value. “

The range includes two fragrances, ‘Forest’ and ‘Apple Blossom’, and has been designed as a long-lasting hand dishwashing liquid with a strong emphasis on environmental considerations. The products clinched the coveted Nordic Swan Ecolabel after rigorous life cycle and environmental assessments. Consistent with the Lumme brand, the hand washes are certified by the Vegan Society and have undergone dermatological testing on sensitive skin.

“The new Lumme hand washing products have received positive reviews from consumers for both sustainability and value,” added Annika Auramo. “We launched these carton refills in a market where refill formats are rare and not yet a common purchasing habit. As such, educational initiatives are necessary to support adoption. We also foresee potential for extending the carton refill concept to other categories, aligned with our commitment to reducing plastic use and advancing sustainability objectives.”

The Lumme had wash products are available online and at discount retailers throughout Finland.