Metsä Board develops new lightweight micro-flute packaging for HejBuddy cosmetics brand
Metsä Board Corporation press release 17.10.2024
Metsä Board, a leading European producer of premium fresh fibre paperboards, has developed a multipurpose, space-saving promotional packaging for HejBuddy, a Finnish cosmetics brand. Offering flexibility and luxury appeal, the new lightweight packaging is made of micro-flute corrugated board using Metsä Board’s white kraftliner.
The new packaging is 50% lighter than a traditional rigid box made of recycled fibres. Traditionally, rigid boxes are imported from Asia as assembled packaging, which requires a lot of container space. The new packaging developed by Metsä Board requires minimal storage capacity as it can be easily folded into a box when necessary. Once the packaging has been used, it can be unfolded and recycled easily.
With a focus on seasonal adaptability, the packaging also includes a sleeve that can be customised for different branding needs, providing a versatile and cost-efficient solution for brand owners. In addition, the micro-flute boxes allow for greater flexibility as local production can be done in smaller batches.
“We wanted eye-catching packaging, produced with the environment in mind,” says Niina Tuominen, founder of the HejBuddy brand. “Nature is an important value for our company, and I’m a forest owner myself. It was important that our partner shared our values, and Metsä Board’s sustainable approach made them the perfect fit.”
“The objective was to develop a better solution to rigid boxes. The new micro-flute paperboard packaging offers a flexible alternative for our customers. It’s durable and lightweight, perfect for brands seeking both style and practicality,” says Ilkka Harju, Packaging Services Director at Metsä Board.
For further information:
Marjo Halonen, VP Communications, Metsä Board
Mobile: +358 (0)50 598 7046
Email: marjo.halonen@metsagroup.com
Metsä Board
metsagroup.com/metsaboard
Metsä Board is a producer of lightweight and high-quality folding boxboards, food service boards and white kraftliners. The pure fresh fibres we use in our products are a safe, renewable and recyclable resource, that can be traced back to northern forests. We aim to have completely fossil free mills and raw materials by the end of 2030. We promote a culture of diversity, equality and inclusion.
Metsä Board is listed on the Nasdaq Helsinki. In 2023 our sales totalled EUR 1.9 billion, and we have around 2,300 employees. Metsä Board is part of Metsä Group, whose parent company Metsäliitto Cooperative is owned by over 90,000 Finnish forest owners. The sales of the whole Metsä Group were EUR 6.1 billion.
