Danish brewery launches new six pack in bid to tackle plastic waste
CARLSBERG has unveiled innovative new packaging which the Danish brewer expects will reduce its carbon footprint and help in the battle against plastic pollution in the oceans.
The new ‘Snap Pack’, described as a world first by Carlsberg, was revealed at a special launch event at the brewer’s headquarters in Copenhagen.
Following three years of testing, Carlsberg has created special glue dots to securely hold its cans together, with a strap across the top of the pack so they can be easily carried.
The glue is strong enough to withstand the journey through the supply chain, but can then be easily snapped off by consumers when they get home.
Snap technology will initially be introduced on six-packs of Carlsberg Export, but the brewer plans to roll it out across its other products in the future.
Carlsberg said it tested over 4,000 modifications of glue to ensure that it was strong, weather resistant and recyclable, and worked with inventor Christopher Stuhlmann to perfect the design of the packaging.
However, despite significant investment in the technology, Carlsberg plans to make it available to the wider industry, and it expects other manufacturers to follow suit.
The brewer has suggested that rather than being a Carlsberg exclusive it would be happy for the new design to become the norm for beer multipacks.
Traditional packaging like plastic wrap and beer rings have increasingly come under fire from environmental campaigners for polluting the ocean and killing marine life.
By using snap packs, Carlsberg claims it can cut its plastic usage by up to 76%, and save the equivalent of 60 million plastic bags per year. The cans will also continue to be recyclable, as the glue dots are burned off during the recycling process.
Carlsberg has chosen the UK and Norway as the first markets in which to launch the new packaging, with the six-pack Export glue pack available in Tesco from September 10.
Other Carlsberg products that feature the snap pack will be rolled out across the country over the next six months.
We will always be looking for new ways to reduce Carlsberg UK’s future impact on the environment.
Julian Marsili, global marketing director for Carlsberg, said that the new packaging was inspired by the environmentally-conscious millenial generation.
He told Scottish Grocer: “The one thing that comes across, one thing we learned about millennials, is that they say they want environmentally friendly products, but they are not very prepared to do anything for it.
“So what we do is we make it easier for them, we take the problem away. And on our snap pack it is a win-win, because it’s so immediate to understand the benefit it will be picked up by everyone.”
Marsili added that to promote the range of new environmental initiatives Carlsberg would use brand activations featuring Mads Mikkelsen.
The actor has been appearing on screens as part of Carlsberg’s ‘Danish Way’ campaign, but Marsili revealed that Mikkelsen has filmed a set of adverts highlighting the new range of eco products.
He said: “We are using ‘The Danish Way’ to demonstrate what ‘probably the best beer in the world’ means, so we have shot TVCs with Mads talking about that. He is bringing this message to life, in his witty, unpretentious way.”
Liam Newton, vice president marketing, Carlsberg UK, added: “We’re incredibly proud to launch the new Snap Pack.
“Our challenge is to continue to provide great tasting beer, whilst significantly reducing the use of plastics in our supply chain.
“We know this is an ongoing issue, not just in the UK but globally, and while we will always be looking for new ways to reduce Carlsberg UK’s future impact on the environment, the introduction of the Snap Pack marks a significant plastic reduction.”
• As part of a wider ongoing sustainability pledge, Together Towards Zero, Carlsberg also announced several other eco initiatives. The brewer plans to use gold-standard recyclable green ink on its labels, give its glass bottles a coating to improve their lifetime, and use more recycled material within the plastic wrapping that it currently uses.
