From black to white – a small change with a big impact

It is now fairly well known that black plastic cannot be recycled. Jesper Lööw, Managing Director of Grahns Konfektyr, says the pot has been on the company’s radar for some time, but that in 2025 they took the step of making a change.

– The driving force behind the switch was that we wanted to improve the packaging’s recyclability and ensure it forms part of a circular flow. It’s a good example of how extended producer responsibility has made us stop and think an extra time about sustainability issues, material choices and the colour of our packaging, says Jesper.

Thanks to the colour change, the packaging is now classified as “green” (compatible with material recycling) under NPA’s criteria, which also means it attracts a lower packaging fee.

The colour change has not involved any change in the type of plastic used; only the colour has been replaced. Grahns Konfektyr has not needed to purchase new machines or make any major changes to production. Jesper explains that, at first, they could see that contamination in the plastic – in the form of other colours left in the machine – showed up more clearly in a white pot than in a black one, something they have now addressed in production.

Communication with consumers is important when making changes

The product was originally called “Hockeysnus” and came in black packaging to resemble a hockey puck. However, the link to snus has been removed from the product name for several years now.

– When we made this change, we wanted to keep the packaging and brand recognisable. We replaced the label in 2018, and even small changes like that affect consumers. For example, we received questions about whether the contents had changed, which they hadn’t. With the colour change, we have therefore communicated the update with a sticker on the packaging and on in-store displays (“New packaging, improved recyclability”), to explain why the packaging looks different. We see it as our job to educate consumers about this, says Jesper Lööw.

“Sustainability should run through the entire business”

Grahns Konfektyr has a clear ambition to provide climate-smart products and has, for a number of years, worked exclusively with mono-materials in its packaging. Recyclability is considered right at the start of the process, when a new package is developed or an existing one is changed.

– It’s important that the product and its packaging can fit into a concept and a standardised solution that we know works throughout the process. It’s of course easier when we control the entire flow for products under our own brand, but we also try to apply this when we manufacture for private labels. Sustainability should run through the entire business, says Jesper.

Packaging development can involve challenging trade-offs

In addition to recyclability, Grahns also looks at other aspects such as print and the amount of material used. Jesper says that the number of languages that need to fit on the packaging plays a part – they want to include as many languages as possible to avoid having to use different packaging.

The amount of print is also related to the amount of material – the more print that needs to go on the packaging, the more material is required. Jesper explains that this is a challenge that calls for continuous trade-offs to avoid using more material than necessary, while still ensuring the product stands out clearly on the shelf.

Working on packaging’s climate impact in several different ways

A recent example of how Grahns works to minimise packaging is its new packaging solution for pick-and-mix candy in the form of a bag-in-box, which will be rolled out internationally during 2026. It consists of a plastic bag in a thin mono-material film enclosed by a corrugated sheet. The new solution replaces the previous plastic tub.

– We measure how much impact the packaging has on a product’s total climate footprint, and it varies greatly depending on the type of product. Packaging for pick-and-mix candy, for example, has a smaller impact than consumer packaging, where the packaging accounts for a significant share of the product’s total climate footprint. But we also see that even relatively small changes can bring quite clear improvements. For instance, we’ve launched the hockey powder in a paper tube, a so-called sachet bag, which is sold as pick-and-mix. It has a lower impact than the tub. So we work with this issue in several different ways, says Jesper.

Extended producer responsibility contributes to more sustainable solutions

In its dialogue with the retail chains, Grahns also notices an intensified focus on packaging these days, due to extended producer responsibility. Jesper mentions that, for example, there is a clear ambition in the Norwegian market to reduce plastic consumption.

– One of our customers in Norway measures its plastic consumption every month, and it has decreased significantly now that we have switched from a plastic tub to a bag-in-box solution for pick-and-mix candy, says Jesper.

In some cases, extended producer responsibility and the increasing requirements have made it difficult for Grahns to pass on costs associated with producer responsibility to customers. At the same time, Jesper says they can see clear positive effects.

– We analyse and question our packaging materials more thoroughly early in the development process, which means we find more sustainable and well-considered solutions. That’s a positive effect of extended producer responsibility that we wouldn’t have had the same focus on if it hadn’t existed, says Jesper.

Support from Näringslivets Producentansvar saves time

He goes on to say that they appreciate the support they receive from Näringslivets Producentansvar, and that the well-functioning reporting system has contributed strongly to their choice of producer responsibility organisation.

– We wanted to work with a partner with a strong knowledge of the legislation, who can simplify how we handle producer responsibility, help us with different choices and is easy to collaborate with. That’s what we feel we get from Näringslivets Producentansvar. The support you provide saves us a great deal of time and helps us make the right decisions – quite simply, says Jesper.