Carlsberg Launches Snap Pack in Great Britain

Sustainability,Secondary Packaging

By switching over to the Nature MultiPack™ packaging system the Carlsberg Group wants to save up to 76% of plastic per annum – in absolute figures about 1,000 metric tons a year. (Picture source: NMP Systems/ Carlsberg)

Kleve/Copenhagen, September 10, 2018 – The Carlsberg Group has set itself ambitious goals: Switching to the packaging solution Nature MultiPack™ is one of the Carlsberg Group’s initiatives aligned to the new industry-leading sustainability program “Together Towards ZERO” which shall be implemented by 2030. The innovation of KHS subsidiary NMP Systems, which the brewery group is now launching as world premiere for cans on the British market under the name Snap Pack, combines beverage cans with adhesive dots instead of shrink-wrapping, hi-cone and other secondary packaging solutions.

It's a well-planned world premiere. "Over the past three years, we have embarked on a research and development journey to bring the Snap Pack onto the market. This will enable us to significantly reduce the amount of plastic waste generated worldwide. Last but not least, this is advancement for a better future," explains Cees't Hart, CEO of the Carlsberg Group. The brewery group expects that by dispensing with shrink-wrapping in its can packs, up to 76 per cent of plastic can be saved – in absolute figures this amounts to around 1,000 tons per year, when fully rolled out. "Today, good brewing also means protecting the climate, nature and the environment," explains Simon Boas Hoffmeyer, Head of Sustainability at Carlsberg.

Nature MultiPack™ combines sustainability with customer convenience

In the run-up to the market launch, the Carlsberg Group invested heavily in market research in order to better understand the wishes and needs of its customers. The result: sustainability is one of the most important purchasing criteria for consumers. Carlsberg then developed its sustainability programme "Together Towards ZERO". Its objectives include reducing carbon emissions and avoiding waste. The Nature MultiPack™ perfectly meets this objective. "It offers our customers the opportunity to enjoy a high-quality beer that is also good for the environment”, explains Hoffmeyer.

The Carlsberg group was also impressed by the packaging solution from NMP Systems in terms of consumer convenience. It scores, for example, with the possibility of precisely orientated cans. Consumers can thus easily identify the product. This feature offers additional advantages at the point of sales. “Orientating the layout of each single can in the Nature MultiPack™ creates a so called billboard effect. This effect brings a larger visual communication area for the brand disposed in the shelf”, explains Christoph Georg von Aichinger, Senior Sales Director at NMP Systems. The outstanding handling of the Nature MultiPack™ and the easy separation of single cans provides perfect consumer convenience.

Many years of development process up to market launch

Carlsberg implements Nature MultiPack™ for cans as four and six packs including the carrying handle. The brewery group launched the sustainable innovation in the UK on 3 September. The Snap Pack is expected to be available in selected European countries in September, in Denmark, Carlsberg's home country, in early 2019.