“We want to drive change and inspire others to transition”

The jury’s motivation read:
“The dietary supplement company is the first in the world to use a new closure made from recyclable cellulose fibre instead of the coloured polypropylene caps previously used. The closure has been developed by Blue Ocean Closures.”

A reliable and established partner that challenges

In order to be nominated for the award, the packaging or packaging component must meet Näringslivets Producentansvar’s criteria for recyclable packaging, which Great Earth is very familiar with and carefully adheres to. They value the easy access to recyclability criteria and see them as a helpful guide for brand owners navigating how to create solutions that function effectively within the recycling system.

– We want a reliable and established partner who knows the system inside out. I also appreciate how you challenge us in our dialogue, for example when it comes to material choices and design decisions. The goal is, of course, to contribute to increased recycling, says Andreas.

Aiming to set a new standard

Although a relatively small player, Great Earth believes it can help drive change. The ambition is to lead the way and inspire others to transition.

With the fibre-based lid, their goal was to create a solution that not only looks sustainable but also works within the Swedish recycling system – as the lid can be sorted as paper.

– We hope that, gradually, we can help shape a new standard for our category. The lid is just the beginning of that journey, but it already delivers a reduced climate footprint, less reliance on fossil resources, easier sorting for consumers and lower packaging fees, says Andreas.

The lid is, in fact, part of a broader project that originated from frustration.

– Our category is in many ways associated with plastic jars, and we have chosen to challenge that in several ways, with the lid being one. We wanted to find a solution that feels right, while still ensuring safety for the end consumer, as we operate within the food category, says Andreas.

Extensive testing – a key to success

Fibre-based lids are a solution Great Earth has monitored for some time, but they often involve significantly more materials than just paper to meet barrier requirements. A well-functioning lid for the food category also places higher demands on sealing and resealing.

– One of the greatest concerns at the outset was the threading itself. Softer materials wear differently. How many times can you open and close the jar while still maintaining a tight seal? How much moisture can it withstand? These were critical questions for us, as paper does not behave like plastic. It became clear that innovation requires both patience and extensive testing, and we have had strong collaboration with the supplier throughout, says Andreas.

The transition has not required any changes to production lines; however, the launch was preceded by extensive testing together with both supplement manufacturers and the lid supplier. In the pilot study, they also gathered substantial customer insights, showing that customers appreciated the tactile feel of the lid and perceived it as more environmentally friendly than plastic.

Plastic reduction, filling ratio and refills

The lid is currently used on 15 out of 50 products, but the aim is to implement it across all jars. Each lid weighs little, yet full implementation would still reduce plastic use by 2,300 kg.

Andreas explains that they continuously strive for improvement, even in areas not yet regulated. Over the past five years, for example, Great Earth has actively worked to reduce empty space in packaging, which they believe leaves them well prepared for upcoming PPWR requirements.

They have increased the overall filling rate from approximately 65 percent to over 80 percent. Their ambition is to reach 95 percent, although a limiting factor is the amount of mandatory information required on the packaging.

They are also working with refill solutions to reduce the amount of packaging material. Refills also contribute to more efficient transport, as they weigh less and take up less space than cylindrical jars.

Differentiated fees – an effective policy instrument

By 2030, the goal is for all packaging to be circular, designed for recycling and made from recycled or renewable materials.

– In terms of circular flows, we are in a good position, even if we are not quite there yet. In addition to the fibre lids, we are now also using recycled material in the form of rPET in the jar. Going forward, we mainly need to focus on labels and the colouring of the jar material, says Andreas.

The fact that the jar is still coloured means it cannot yet be classified as fully recyclable at a material level.

– The jar is definitely an area for development that we are looking into and are fully aware of. Here, differentiated fees are certainly an instrument that puts pressure on us as producers to improve, says Andreas.

He sees significant support from Näringslivets Producentansvar in helping them improve the recyclability of their packaging and take the next step as packaging developers.

– We are constantly curious and strive to achieve the most sustainable packaging possible within our category. This requires us to continue challenging the system, and we already have several exciting innovation projects in progress, Andreas concludes.