December 17, 2021

From plastic to carton

How well do you know the consumers of tomorrow? Market research and analysis sees a clear trend: the proportion of consumers who actively engage in environmental protection and reduce their plastic consumption will increase significantly. According to industry analyst Kantar, the share of so-called eco-actives* has risen by six percentage points to 22 per cent since 2019. And by 2029, every second consumer will belong to this group.1 So now’s the time to be forward-thinking, and design products that will meet the current and future demands of this growing target group.
At Elopak, we have long been committed to replacing plastic packaging with more eco-friendly alternatives, such as the beverage carton. And we are proud of all our customers who are swapping plastic packaging for cardboard packaging and embarking on this journey with us – united in our desire for a world with less plastic.
1 Source: Kantar, Europanel, GfK - Who Cares, Who Does 2021?
* Definition of eco-actives: Shoppers who are highly concerned about the environment, and are taking action to reduce their waste. They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have greater awareness.

Did you know?

Worldwide, about 1 million plastic bottles are bought every minute
Half of all plastic products are thrown away after one use
Currently, about 300 million tonnes of plastic waste are produced every year - that's almost the weight of the entire human race.2
2 Source: unep.org/interactive/beat-plastic-pollution
“We see a growing community of sustainably conscious consumers actively searching for products that are packed in an environmentally friendly manner. The switch to Pure-Pak® cartons represents a climate-friendly solution made with raw materials from FSC™ certified or controlled forests, and they are fully recyclable, thus supporting a low carbon circular economy.”
Kees Geelhoedt, Key Account Manager Elopak Benelux

Data

Source: Kantar "Who cares?" Who does?" Report Issue 3, Sept. 2021 - kantar.com/campaigns/who-cares-who-does-in-the-fmcg-industry

Market Radar:

Elopak Content Ware Food Group

A company with „A-wareness“

A-ware produces and fills a vast range of fresh dairy products for leading discounters and supermarkets, including standard milk, organic and meadow milk, yoghurt drinks, buttermilk, and cream
Relaunch: Some whipped and cooking cream products are no longer packed in polypropylene plastic cups with aluminium lids, but in our 250ml and 500ml Pure-Pak® Mini cartons
Benefits: Growth in the portion pack and on-the-go segment, more pack facings on shelf and enhanced differentiation
More eco-friendly: Pure-Pak® cartons are predominantly made from wood, a renewable raw material. Cartons have been proven to have a lower environmental impact than plastic bottles.
Due to their high quality, long and tear-resistant cellulose fibres, a carton can be recycled up to six times into products such as corrugated board, pizza cartons or shoe boxes.
“With Elopak we have an innovative and experienced partner on our side. The new line is ideal for managing more complex portfolios and supply chains, and gives us the flexibility to quickly adapt to new market demands.”
Frank Vos, Division Director for fresh dairy at A-ware
Elopak Content Grahams Family Dairy

Graham's relaunch - from plastic to carton

The family business based in the heart of Scotland has grown over three generations since it was founded in Bridge of Allan in 1939. Today, it’s Scotland’s largest independent dairy
Since October this year, Graham's organic milk has been available in 500ml Pure-Pak® Classic cartons with Natural Brown Board
The award-winning dairy is also introducing its fresh standard milk in 500ml and 1 litre Pure-Pak® Classic cartons in Sainsbury's stores nationwide
All new Graham's milk cartons feature a renewable polyethylene (PE)-based closure
The dairy company is using the side panel space of the packaging to explain how the new carton is helping it eliminate 1,000 tons of plastic
“It was clear that any change in packaging must present no compromise on freshness and quality - delivering the same fresh milk in a package that’s better for the environment.”
Robert Graham, Managing Director at Graham’s The Family Dairy

Graham's decided to make the switch after considering the findings of its own consumer study that underlined the strong desire of consumers for more sustainable packaging. Below are some interesting findings from the study3:

3Source: TRKR, 1099 Fresh Milk Buyers trkrfoodanddrink.co.uk
Just over three-quarters (76%) of respondents said they already choose food and drink purchases based on sustainability
59% of respondents confirmed that reducing plastic waste was most important to them
46% cited packaging recycling as their most important contribution to greater environmental protection
Two-thirds (67%) said they would pay for the proposition from Graham's of milk in environmentally friendly beverage cartons.
Customer Story – Royal A-ware
Customer Story – Graham’s The Family Dairy
Packaging by Nature® – Elopak
McBride, Italy
Product:
D-PAK™

Cleaning reimagined: Actiff refill packs in D-PAK™ cartons

McBride is launching new refill packs for its household cleaning brand Actiff in D-PAK™ cartons in Italy. By introducing carton packaging, the company underlines its commitment to sustainability and innovation while responding to evolving consumer expectations.

The Actiff range includes 1litre cartons for laundry detergent and fabric softener, as well as 500 ml cartons for dishwashing liquid. By making the switch, McBride reduces the use of plastic, supports recycling and offers consumers a practical and attractive alternative to conventional plastic packaging – while ensuring strong shelf visibility.

Polmlek Group Jibal, Morokko
Product:
Pure-Pak® Sense Aseptic Kartons

New to the market: Jibal launches first kefir in Pure‑Pak® cartons in Morocco 

Jibal, the Moroccan subsidiary of the Polmlek Group, introduced its first kefir in Pure‑Pak® cartons to the Moroccan market in autumn 2025. The premium launch targets health‑conscious consumers and addresses the growing functional dairy segment in North Africa. With this market entry, Jibal adopts a premium positioning and uses the Pure‑Pak® carton as a packaging solution strongly associated with freshness, naturalness, and health. The product launch marks an important milestone for the brand and supports Polmlek’s expansion in one of the region’s most dynamic growth markets. 

Ehrmann Cornish Dairy, UK
Product:
Pure‑Pak®

Freshness re‑packaged: Trewithen Cream in Pure‑Pak® cartons

Ehrmann Cornish Dairy, home to the Trewithen brand, is converting three of its fresh cream products from HDPE plastic bottles to Pure‑Pak® cartons from Elopak. In collaboration with Elopak, a new filling line has been installed at the company’s site in the Glynn Valley as part of a significant investment following the acquisition by the Ehrmann Group.

From this autumn, Cornish whipping cream, double cream and buttermilk will be available in 300 ml, 500 ml and 1,000 ml cartons. By making the switch, Trewithen reduces its use of plastic, simplifies logistics and offers retailers a sustainable, shelf‑ready alternative. The move marks an important milestone for the heritage brand and has already secured a nationwide Tesco listing across the UK.

H2O4U, Finnland
Product:
Pure‑Pak®

Pure water, newly packaged: JÄÄDE in Pure‑Pak® cartons

The Finnish company H2O4U is introducing JÄÄDE, one of the purest waters in the world, for the first time in fibre‑based cartons from Elopak. The naturally filtered mineral water is filled at the company’s production facility in Lahti, Finland, where it originates from deep glacial formations that were formed around 10,000 years ago.

The products are available in 330 ml and 500 ml Mini Pure‑Pak® cartons. By introducing carton packaging, H2O4U is choosing a sustainable alternative to conventional plastic packaging and reinforcing its commitment to providing clean and safe drinking water in a resource‑efficient way – while ensuring strong shelf visibility.