White. Sustainable. Functional.

Packaging has been the focus of sustainability debates for several years now. Consumers are demanding environmentally friendly products, legislators are tightening requirements and companies need to operate more sustainably in order to remain viable for the future. But how can packaging that is already one of the most environmentally and climate-friendly alternatives on the market be improved?

Elopak has asked itself this question - and with the Natural White Board for fresh produce, has provided an answer that is both coherent and forward-looking. The new beverage carton combines environmentally conscious production, technological functionality and aesthetics in one product - with a significantly improved carbon footprint. In future, the innovation will be available for the company's entire range of Pure-Pak^® cartons and on all markets. 

The Natural White Board

The Natural White Board is the latest innovation within the well-known Pure-Pak^® series and was developed by Elopak in collaboration with the paper and cartonboard producer Stora Enso. Visually, it hardly differs from a classic beverage carton. Like many of its predecessors, the packaging is white. But what looks familiar at first glance is based on a fundamentally improved material structure. 

Because the special feature of the Natural White Board is what you can't see, or what isn't there at all: the packaging is not chalk-coated, uses significantly less polyethylene (PE) than other beverage cartons thanks to its innovative material structure and still offers a high-quality white surface. Only the top thin top layer consists of bleached fibers​ . This combination enables a strong brand image while reducing the ecological footprint and maintaining the technical performance parameters. A white surface is therefore important for many companies because their colorful prints or eye-catching designs have the best possible effect and visually support their marketing. The print image of the Natural White Board is almost identical to the print result on white bleached cardboard. Its inside, however, is natural brown - a deliberate reference to the sustainable qualities of the product and a subtle reference to the sustainability claim that the respective brand wants to communicate with the packaging.

Strong values instead of empty promises

Compared to standard cartonboard solutions, the Natural White Board scores with a favorable environmental balance because it reduces the ecological footprint by up to 14 percent CO₂​ . It was developed in collaboration with Elopak's long-standing partner Stora Enso and will be launched in all markets within the Pure-Pak^® line. 

The CO₂ reduction is not just a calculation: it is based on specific material decisions. The elimination of the clay-based coating, the use of resource-saving production processes and the significant reduction in the proportion of plastic significantly reduce energy consumption in the upstream production process and therefore the carbon footprint.

Conversely, the ecological advantages do not mean that companies and their customers have to compromise on function and performance. Elopak has tested the Natural White Board extensively - including in terms of impermeability, folding behavior, temperature resistance and stability during transport​ . In all relevant categories, the packaging solution showed comparable reactions to other cartons. The material could also be used in practical applications, for example in filling systems, without having to adapt the machines and without any loss of performance. The new carton is therefore not only a benefit for the environment, but also for efficiency and safety in the supply chain. 

Natural White Board: no compromise on performance and efficiency

More than a product - a strategic commitment

With this launch, Elopak is further expanding its expertise in the area of sustainability. Back in 2017, the company launched the Natural Brown Board - a completely uncoated cartonboard with a brown surface - the precursor to the Natural White Board. The Natural White Board continues along this path - for brands that want a white beverage carton but do not want to compromise on their environmental footprint.

The new carton is designed to support evolving regulatory requirements, including the EU Green Deal’s circular economy principles and the EU Packaging and Packaging Waste Regulation (PPWR). It also reflects Elopak’s long-term goals of reducing greenhouse gas emissions, all while being recyclable and produced more resource-efficiently. In addition, Elopak demonstrates its broader sustainability commitment through initiatives such as membership in the UN Global Compact, setting science-based climate targets, and achieving a Platinum rating from EcoVadis in 2023—placing it among the top 1% of assessed companies across industries.

Visibility on the shelf, credibility in the market

Norwegian organic dairy Rørosmeieriet has tested the first cartons made with Natural White Board for its organic milk. The company, which was Elopak's first customer to use Natural Brown Board, was able to integrate Natural White Board into its existing filling lines without any problems.

A carton for the future 

For Elopak, the new cartonboard is a further milestone in its Repackaging Tomorrow strategy and underpins its ambition to be one of the most sustainable manufacturers of packaging cartons in the world. For brands, it is a strong signal of how the future of packaging solutions can be shaped in concrete terms: natural, responsible and uncompromisingly efficient.