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According to Metsä Board’s Sales Manager Geoff Petty , Crumbl was able to reduce the weight of the package by 32 percent and reduce its carbon footprint by more than 50 percent by using Metsä Board’s dispersion barrier board. “It’s also nice because MetsäBoard Prime FBB EB eliminates plastics,” he said. “It’s 100 percent recyclable. It also provides a very light barrier for grease resistance, as the cook- ies are still warm when they go into the boxes.” The barrier board has a protective layer that pro- tects Crumbl’s cookies from moisture during ship- ment. The boxes are sized to hold one, four, six or 12 cookies. Petty added that Metsä Board’s atten- tion to quality control kept Crumbl’s famous pink color consistent from box to box. Rapid growth with sustainably Founded five years ago by Hemsley and his cousin Jason McGowan , Crumbl began with one store in Logan, Utah. It now has more than 500 U.S. loca-
tions, with plans to open between 40 and 50 stores a month throughout the country. Hemsley and McGowan were able to tap into Generation Z sensibilities to build their brand on social media. Part of that message has included a responsibility to the planet. “When Sawyer found out about the opportunity to work with Metsä Board, it was an opportuni- ty for us to greatly reduce waste,” Dunn said. “We take that very seriously. We wanted to do our part. That was a huge element of the decision to work with Metsä Board with our iconic pink packaging.” Sweet collaboration Packaging is crucial to Crumbl because its cook- ies are large, almost the size of a compact disk. The cookies are also sweeter than most gourmet brands, with more milk chocolate and butter- cream frosting than their competitors. The cookies can be served warm or chilled and are rotated to feature four or five different types a
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