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T he Utah-based company has more than 6 million TikTok followers and a further 3 million plus on Ins- to brand building. “Our business model lends itself to content creation on social media,” said Katie Dunn , Crumbl’s Senior Director of Procurement. “The shape, feel and look of our box provides that eye-catching moment.” Already famous for its iconic pink box, designed by company Co-Founder Sawyer Hemsley while he was still in college, Crumbl needed upgraded packaging that would wrap its distinctive brand around its freshly baked cookies in a more economical and environmentally friendly way. So, a year ago, Crumbl turned to Metsä Board for solutions that have helped the company cut costs and reduce waste while maintaining its extensive social media reach. tagram, a testament to the power of packaging when it comes
Metsä Board’s answer: its food-suitable dis- persion barrier board MetsäBoard Prime FBB EB, which provides better protection against grease and moisture for Crumbl in the ship- ment and takeout of its luxury cookies. Boxing millions of cookies each week As a bonus, Metsä Board’s dispersion barri- er board eliminated an extra material from Crumbl’s previous boxes, saving the compa- ny money and contributing to its objective of
“We sell millions of cookies a week. That’s hundreds of thousands of boxes a week.” Katie Dunn, Crumbl’s Senior Director of Procurement
sustainability, while preserving its highly recognizable pink presentation. “We sell millions of cookies a week,” Dunn said. “That’s hundreds of thousands of boxes a week. With Metsä Board’s elimination of extra packaging material, that’s a lot less waste. It was a no-brainer for us.”
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