For today’s brands and retailers, whether e-commerce or physical stores, sustainability is a key issue. Consumers are placing increasing demands on both products and packaging to contribute to a more sustainable future. A clear example of this is Great Earth’s nutritional supplements, now with an innovative fiber-based cap from Blue Ocean Closures.
“It is crucial that actors at all levels take responsibility and develop solutions to drive sustainable development. Great Earth’s Magnesium, with a new fiber cap, is a good example of that,” says Amelia Sjöberg, Sustainability Developer at Apotek Hjärtat.
When Great Earth launched its Magnesium product with the new cap, it sold out in just a few days. The fiber-based closure can be recycled like paper and has quickly become appreciated by both consumers and retailers.
Increased demand for sustainable alternatives
It is clear that consumers are increasingly demanding environmentally friendly alternatives. This affects the entire value chain, and especially the retail sector, which has the closest contact with end customers.
“We need to reduce the use of plastic where we can and help our customers make conscious choices. The closure is recyclable and made from renewable resources, which is in line with our packaging strategy. The closure will also be a discussion starter about sustainability in the meeting with the customer,” Amelia continues.
Packaging as a communicator of sustainability
Packaging has always played a central role in informing about the product’s contents, and is becoming increasingly important as signal for sustainability. Replacing a plastic cap with a fiberbased solution is not only a technical achievement, but also a powerful message about responsibility and recyclability
“We are positive about companies like Great Earth that pioneer innovative solutions to find more sustainable alternatives,” says Amelia.
Successful response and future opportunities
The response from the retail level has been overwhelming.
“Switching to a more environmentally friendly closure has not only led to a great response from customers, but also opened doors for new collaborations and growth opportunities. We want to continue to challenge ourselves and our category by testing new innovative and more sustainable packaging solutions,” says Andreas Lundberg, Sales Manager from Great Earth.
