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Cleverly redesigned packaging made of Excellent Top™ Kraft replaces unsustainable packaging

18.04.2019 - Virgin Fibre Cartonboard, Sustainability, Customer Stories

Especially the packaging of fresh goods demands solutions that express the natural character and quality of the foods. Fruits and vegetables usually have a natural peel protecting them, and are often unnecessarily packaged in plastic. The fact that clever cartonboard packaging is the best alternative is demonstrated by the new design made of Excellent Top™ Kraft for mangos and avocados.

Organic goodness that extends all the way to the packaging

Mangos and avocados, for instance, are now presented on the Austrian market with an innovative, ecological packaging solution made of Excellent Top™ Kraft, our virgin fibre Kraft quality with an outstanding white surface and brown Kraft reverse side. The clever cartonboard construction is fully recyclable and completely replaces the original plastic package consisting of two plastic shells (deep-drawn shells).

Finding the balance between sustainability and product protection is particularly difficult when it comes to fruits and vegetables: The packaging is continuously exposed to moisture and temperature fluctuations, from the initial packing process all the way to presentation on the store shelf. Cartonboard packaging for this type of application must therefore guarantee the greatest possible stability, tear resistance, and safety. At the same time, fruits like mangos and avocados are packed by hand, so the packaging must be both robust and quick to set up. Thanks to delivery as flat cut-outs rather than pre-formed plastic shells, the packaging material requires a fraction of the space during transport, which saves a lot of transport traffic. The new packaging of Excellent Top™ Kraft offers all of these properties and additionally presenting the freshness and character of fruits and vegetables.

Innovation through cooperation

This new application shows that brand manufacturers and retailers take their ecological responsibility very seriously and want to act in a customer-oriented as well as environmentally conscious manner. In light of tightening laws on single-use plastics, they are turning more and more toward cartonboard as a sustainable and recyclable raw material. There are numerous elements that can and must already be considered during the development phase of a packaging system in order to guarantee effective collection and recycling. This requires the cooperation of all partners in the supply chain. Often, cooperation is what generates innovations that optimise packaging solutions in terms of functionality and eco-friendliness – in this case it was the close cooperation between the retailer and Mayr-Melnhof Karton.

Our goal is to work with consumer goods producers, retailers, and packaging producers to develop packaging concepts that are geared toward consistent recycling. 

Horst Bittermann, Sales Director Enduse Management:
“A functioning recycling economy is an imperative demand of consumers. They need to know that their packaging will not wind up in the ocean, but will be recycled as a valuable resource and turned back into packaging. Now more than ever, the packaging is part of the image of any product – because they know they can buy it in “good conscience”. Consumers are also becoming increasingly critical, and they are voters and buyers at the same time; this is what policy makers have reacted to by means of regulations, and what retailers are responding to by replacing non-sustainable packaging solutions with ecologically valuable ones. Cartonboard satisfies all sustainability principles: renewable, recyclable and bio-degradable.”


Interested? Datasheet and Samples of
Excellent Top™ Kraft can be found here:


The new packaging construction of Excellent Top™ Kraft completely replaces the original plastic packaging.

This and many more articles can be found in our Unfolded print magazine!


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