FrieslandCampina’s issued a press release to inform the public that hey have changed their chocolate milk packaging. The chocolate milk brand, Chocomel, will use new cardboard packaging. The packaging is produced by Tetra Pak and represents 40 millions bottles per year.
Statement from FrieslandCampina
Chocomel is the first brand worldwide to opt for innovative packaging of more than 80 percent plant-based materials. The packaging will be made up of 80 % of raw plant material. The materials are based on waste plant material that is leftover once all the edible parts have been taken out. By crossing the 80 % threshold, FrieslandCampina achieves the 4-star certificate from Vinçotte’s certification program named Ok Biobased. In comparison to the old packaging, the new pack saves 17 % CO2, according to the independent Swedish environmental research institute IVL.
This PR operation intends to position the company as environmentally friendly. The impact is more important in terms of brand perception than solving the waste problem.
Tetra Pak cardboard packaging are usually made up of several layers (laminates) what makes it hard to recycle and biodegrade. The 20% non plant based material lays in these laminates. The cardboard packaging is already plant based as it’s made from wood and sugar, so there no plant based innovation on this point. The “bioplastic innovation aspect” lays in the bottle cap and outer layer, which is worth being mentioned and congratulated.
Anyway, it’s a indispensable move to show that the company is open to change and to address environmental issues. It shows that it is fit to change. In the Benelux, changes usually come from the Netherlands.