Welcome to read our Board Magazine. We have collected to our new magazine the latest packaging and paperboard trends and inspiring innovations. You can also read about the professionals who work in the paperboard branch. We hope you enjoy your reading!
SUMMER
2025
METSÄ BOARD PROFESSIONAL MAGAZINE
The modernisation investment at the Simpele mill helps packaging stand out
New benchmarks in beautycare packaging
Lighten your carbon footprint with data-driven material choices
THE PACK LEAD
Contents
“USING LESS MATERIAL TO PRODUCE THE REQUIRED TYPE OF PACKAGING REDUCES THE OVERALL CARBON FOOTPRINT.”
LARI OKSALA, SUSTAINABILITY MANAGER, METSÄ BOARD
24 Team
Metsä Board Americas’ Technical and Packaging Services team. 26 Sharpness that stands out
Investment in MetsäBoard Classic FBB at Simpele mill further improves the trusted product.
31 Expert
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Barilla’s Purchasing Director Packaging, Leonardo Mirone: “Nordic fresh fibre is the best raw material in the world.”
32 Success story
New benchmarks for beautycare packaging.
03 Editor’s letter
15 Influencer
34 New wave
Maija Pohjakallio Metsä Group’s climate transition plan – a strategic approach that combines climate and nature. 16 The anatomy of a package Metsä Board’s folding boxboard is a forerunner in food sector packaging. 18 Reinventing the six-pack For a small South Finland brewery,
Innovations and endless possibilities in paperboard packaging.
Essi Arola, Sustainability & Packaging Director at Lumene, shares insights on current and future trends in beautycare packaging.
04 Big picture
The new prototype for innovative fibre material.
06 Shorts
New CEO Esa Kaikkonen (page 7) leads Metsä Board with a forward- looking vision.
innovative packaging took the form of a motorbike engine.
10 Theme: Minimising carbon emissions
23 4 x Tips
Data provides transparency, helping make fact-based decisions.
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Efficiency unleashed: Steps to optimal carton conversion.
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Creativity always stands out
THE CHOCOLATE BISCUITS on shop shelves, the vitamins that boost your health, the pasta and rice that make their way to your plate – all of them need safe and sustainable packaging. As demand for packaging grows, so does the challenge for brand owners to stand out. Enter the soon-to-be improved MetsäBoard Classic FBB, our iconic folding boxboard produced at the Simpele mill. With a major investment at our mill, we are renewing and improving this high-performing classic for better print quality and a lower carbon foot- print to help our customers lead the pack. You can read the story behind the renewal and launch on page 26. How did we come up with the visuals and creative concept for the launch? “Lead the pack” positions not only the product but our customers as the true forerunners in their field. The crowns featured in the visuals were crafted from MetsäBoard Classic FBB by our skilled Packaging Designer, Iiro Numminen , at our Excellence Centre in Äänekoski. We see it as a fun and creative way to illustrate the product’s prop- erties and its market position. You can also read about differentiation in many parts of our new and improved Board Magazine. Our design team is constantly pushing the boundaries of packaging creativity. One of the latest prototypes made by our designer Marko Leiviskä , the V Engine packaging concept, is inspired by motorcycle engines to create a bold, sculptural packaging solution for cosmetic products. A similar concept is also used for the new beer tasting package featured on page 18. According to the company’s
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“NORDIC FRESH FIBRE IS THE BEST RAW
MATERIAL IN THE WORLD.”
LEONARDO MIRONE, PURCHASING DIRECTOR PACKAGING, BARILLA
METSÄ BOARD MAGAZINE | SUMMER ISSUE 2025 | MAGAZINE@METSAGROUP.COM | ISSN 2323-5500 | PUBLISHER METSÄ BOARD COMMUNICATIONS, P.O. BOX 00, FI-02020 METSÄ, FINLAND | WWW.METSAGROUP.COM/ METSABOARD/ | EDITOR-IN-CHIEF MARJO HALONEN, VICE PRESIDENT COMMUNICATIONS | MANAGING EDITOR RITVA MÖNKÄRE, COMMUNICATIONS MANAGER | EDITORIAL BOARD KRISTEN CLARK, SOPHIE FILY, ILKKA HARJU, BETTINA TSCHONER-FUCHS | PRODUCTION AND GRAPHIC DESIGN OTAVAMEDIA SISÄLTÖRATKAISUT COVER PHOTO MARKO RANTANEN | PRINT MARKPRINT OY THE OPINIONS EXPRESSED IN THIS PUBLICATION ARE NOT NECESSARILY THOSE OF METSÄ BOARD. | ADDRESS SOURCE METSÄ BOARD’S CUSTOMER AND STAKEHOLDER REGISTER. IF YOU DO NOT WANT TO RECEIVE THIS PUBLICATION IN THE FUTURE, PLEASE SEND AN EMAIL TO MAGAZINE@METSAGROUP.COM.
Managing Director, it’s “the coolest six- pack around”. There is so much innovation and end- less possibilities in paperboard packag- ing if we continue to push its boundaries in creative ways.
Marjo Halonen Editor-in-chief
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Big picture
Soft and slightly elastic, and can be made thicker by adding layers. Protective
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Made from renewable wood fibre and is fully recyclable or compostable. Recyclable
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INNOVATIONS
“DUE TO ITS VARIOUS INNOVATIVE QUALITIES, THE NEW FIBRE MATERIAL CAN BE USED TO REPLACE SOME FOSSIL-BASED PACKAGING MATERIALS LIKE STYROFOAM.”
Recyclable protection
The new prototype for innovative fibre material is a stylish choice for packaging products that need protection. It can replace some fossil-based packaging materials as a separate inner layer inside the packaging.
ILKKA HARJU, PACKAGING SERVICES DIRECTOR
TEXT PÄIVI BRINK PHOTO METSÄ GROUP
THE INNOVATIVE CELLULOSE-BASED FIBRE material developed by Metsä Fibre can be used in multiple ways – for example, inside a carton or a corru- gated box to prevent the product from moving inside the package and to protect it from impacts. “The material feels soft and pleasant to the touch. Its elegant shade of white offers endless possibilities for printing, and it can be processed with various techniques like embossing. It can be shaped into different forms, and the material enables even the finest decorative details to be created,” says Ilkka Harju , Packaging Services Director at Metsä Board. This light fibre material consists of layers, and its thickness can be adjusted according to the packaged products. The material can be cut with a waterjet into various detailed shapes. Its texture is soft and slightly elastic, which makes it perfect padding for products throughout the logistical chain. It works perfectly inside the outer packag- ing. Together, they provide complete cover for the product inside. The material is a great match with items that need protection like jewellery, crockery, perfume, wine bottles, or electric appli- ances and medical equipment, just to name a few. The fibre material is fully recyclable with a carton or a corrugated box, giving our customers the opportunity to highlight their values. Our production chain, with its high share of fossil-free energy, makes this product a perfect choice for our environmentally conscious customers.
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Can be printed digitally and embossed with detailed images. Customisable
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Shorts
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Metsä Board among only eight companies worldwide on CDP’s Triple A List OUT OF 22,700 COMPANIES SCORED , only eight companies glob- ally received the best Triple A rating across climate, forests and water security. Metsä Board was one of these eight companies and the only forest industry company among these highest scored companies. This is the third time that Metsä Board has received the prestigious Triple A rating. Metsä Board publicly publishes its mill-specific measures for the 2030 targets on climate change
and water use reduction in a detailed and interactive roadmap on the compa- ny’s website. The forest-related targets support Metsä Group’s ambition to promote regenerative forestry. CDP’s annual environmental dis- closure and scoring process is widely recognised as the leading standard for corporate environmental transparency.
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CEO Esa Kaikkonen: Leading Metsä Board with a forward-looking vision
ON 7 APRIL 2025, ESA KAIKKONEN STARTED as Metsä Board’s new CEO. He brings extensive experience to his new role, having held various leadership positions within Metsä Group over the last 27 years, such as the CEO of Metsä Tissue, EVP of Metsä Wood, and EVP of Strategy for Metsä Group. Kaikkonen is now immersing himself in the packaging business with Metsä Board and sees the company as well positioned for the future. “As part of Metsä Group, Metsä Board enjoys a completely unique value chain, which gives us and our customers a competitive advantage,” he explains. Esa Kaikkonen describes his approach to leadership as being focused on openness, continuous learning and inspiring others to be their best. “I always do my best to engage with people openly and aim to learn as much as possible from each interaction,” he says. “Every meeting I have throughout the day presents a learning opportunity.” According to Kaikkonen, courage is a vital component of success. “One of the key aspects of leadership for me is fostering courage. I always encourage everyone to consistently take ownership of their skills and results, every day. And to be progressive, ensuring that we continue to move forward. Because you can’t go backwards in business. We have to consistently discover new ways of driving growth.” “I always encourage everyone to consistently take ownership of their skills and results, every day.”
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ESA KAIKKONEN, CEO
Elevating product safety with Metsä Board’s 360 services METSÄ BOARD HAS ENHANCED its 360 Services portfolio by incorporating extended product safety evaluations. The service is designed to tackle the rare product safety and regulatory cas- es where information is not readily available in Metsä Board’s standard compliance documentation. “Our goal is to provide our expertise and detailed informa- tion to ensure that our customers can manufacture safe and compliant products. As consumer demands increase, and the regulatory landscape requires more from packaging producers, we expect the need for this new service to grow,” says Helena Moring-Vepsäläinen , Product Safety Manager at Metsä Board. With the 360 Services, Metsä Board wants to help our customers and their customers succeed in the best possible way across the packaging value chain. This means offering not only paperboard but also our broad competence to help them maximise paperboard performance and the sustainability of packaging.
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Finnish forest owners embrace Metsä Group Plus model
METSÄ GROUP IS PIONEERING regenerative forestry principles in its wood supply and forest services. The Metsä Group Plus model, offered to Finnish forest owners, represents a comprehensive forest management approach that goes beyond current standard practices. This model includes enhanced measures to safeguard and improve forest nature. “Under Metsä Group Plus, more retention trees, protective thickets and high biodiversity stumps are left in the forest, and buffer zones for waterways are wider than usual. With these practices, we aim to increase the vitality, biodiversity, and climate resilience of commercial forests,” Silja Pitkänen-Arte , Sustainability Manager at Metsä Group, explains. The goal of regenerative forestry is to ensure that the state of for- est nature does not deteriorate but improves, and that Finnish forest assets are transferred in a more vibrant, diverse and climate-resilient condition from one generation and owner to the next. Metsä Group pays forest owners an additional bonus per hectare for regeneration felling carried out according to the Metsä Group Plus model. “Our forest owners have warmly embraced the new forest man- agement model. In 2024, already a third of our wood purchases were made according to Metsä Group Plus,” says Pitkänen-Arte.
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“Metsä Group Plus model goes beyond current standard practices.”
Boosting recyclability through value chain collaboration
4EVERGREEN ALLIANCE is driving industry-wide cooperation to improve recyclability and strengthen the role of fibre-based solutions in Europe’s sus- tainability transition. In January 2025, Tytti Peltonen , VP Corporate Affairs, European Union, at Metsä Group, became Chair of the Environment and Safety Committee for the Confeder- ation of European Paper Industries (Cepi) and Co-Chair of the 4evergreen alliance. The new Co-Chair summarises the importance of the 4evergreen alliance in three key points: 1 Collaboration makes us strong- er – With over 110 members, 4evergreen unites the entire
fibre-based packaging value chain to improve recyclability, serving as a tech- nical and knowledge-sharing platform. 2 Working towards higher recy- clability standards – By devel- oping technical guidelines that ensure real-world impact, 4evergreen is aiming for a 90 per cent recycling target for fibre-based packaging by 2030, exceeding the EU’s goal of 85 per cent. 3 A stable foundation for the future – Through its work and various initiatives, 4evergreen helps create a more predictable oper- ational environment for sustainable packaging in Europe.
You can read more about Tytti Peltonen’s thoughts on value chain collaboration in her blog on the Metsä Board website.
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Nathan Pajka, Sustainability Manager, Metsä Board Americas engages with schoolchildren in the TICCIT programme at the Horace Mann School.
Hands-on sustainability education by Metsä Board Americas THE METSÄ BOARD AMERICAS TEAM is enhancing envi- ronmental education by hosting TICCIT (Trees Into Cartons, Cartons Into Trees) programmes in local schools. Developed by the Paperboard Packaging Council (PPC), this initiative educates children about the sustainability of paperboard pack- aging and the importance of recycling. Launched in 2010, TICCIT is a hands-on programme that teaches students about the renewability of trees and the life-cy- cle of paper products. After a brief interactive presentation, stu- dents pot tree saplings into biodegradable paperboard cartons to take home and plant, demonstrating the “trees into cartons, cartons into trees” cycle and environmental responsibility. Kristen Clark , Communications Manager, Metsä Board Americas says, “The TICCIT programme is an excellent oppor- tunity to connect with the next generation and teach them the value of renewable resources, recycling, and responsible for- estry. It’s inspiring to see the enthusiasm from both students and teachers alike – their energy and excitement make this programme all the more impactful.” This year, Metsä Board volunteers aim to reach over 500 children across the Americas.
“The TICCIT programme is an excellent opportunity to connect with the next generation.”
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Exceptional packaging design
THE AWARD-WINNING MONKEY 47 GIN display from Pernod Ricard Austria, produced by Margarethner Verpackungs- gesellschaft (MVG) gained acclaim at the tenth edition of the Forum Wellpappe Austria Awards, organised by the Austrian Corrugated Board Association. The Forum Wellpappe Austria Awards honour exceptional packaging design and innovation achievements. The jury celebrated entries that excelled in sustainability and visual appeal, highlighting packaging’s crucial role across several industries – qualities the new display demonstrates in every respect. What makes the Monkey 47 display, made from high-quality kraftliner MetsäBoard Prime WKL, so special is its unique design and the captivating presentation of the products.
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FACTS
92% The share of certified wood fibre of all wood fibre sourced at Metsä Board in 2024. The remaining 8 per cent came from controlled forest origins. 89% The share of fossil-free energy used in Metsä Board production in 2024. 100% Fossil-free production and products by 2030.
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Theme Optimising
MINIMISING CARBON EMISSIONS
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The quest for more sustainable packaging continues. What kind of reduction in estimated climate impact can be achieved if conventional board grades are switched to lightweight ones produced with mostly fossil-free energy? The impact on the packaging solution’s carbon footprint may surprise you.
TEXT SAMI ANTEROINEN ILLUSTRATION MAXIM USIK
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B Big brand owners are becoming extremely “carbon-critical” – and, they are currently turning their attention to the materials used in brand packaging. Scope 3 Greenhouse Gas (GHG) emissions play a make-or-break role in companies’ emissions target setting – and studies have shown that the reductions in this area can be truly remarkable. Recently, Metsä Board has performed ver- ified assessments to discover how companies’ paperboards compare – carbon footprint-wise with conventional board grades used in three end use areas – healthcare, beautycare and food packaging. Optimising the paperboard used in a painkiller and a teabag packaging can cut the carbon footprint by as much as 60 per cent, based on the life cycle assessment. With a fragrance packaging, the achieved reduction potential was more than 50 per cent. Each of these assessments was conducted by Metsä Board and run separately during the past year. For this undertaking, Metsä Board enlisted
the carbon footprint by more than 60 per cent compared with corresponding grades available in European markets. FACING THE DOUBLE CHALLENGE Sustainability Manager Lari Oksala is respon- sible for the carbon footprint assessments and the actual calculations and comparisons. He points out that two major factors affect the carbon footprint in estimating paperboard packaging’s climate impact. “Whether fossil or non-fossil-based energy is used is one key issue. The other is the weight of the packaging material,” he explains. According to Oksala, Metsä Board’s fresh fibre paperboard production uses predomi- nantly fossil-free energy. In 2024, 89 per cent of Metsä Board’s total energy consumption was fossil-free. “Manufacturing of recycled fibre-based paperboards often relies on fossil fuels. Gen- erally speaking, more fossil-free electricity is available in the Nordics than elsewhere in Europe.”
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the aid of the IVL Swedish Environmental Research Institute to serve as an objective third party in verifying the results. The tech- nical background reports and the verification statements are available on Metsä Board’s website. REAL ACTION, REAL RESULTS Anne Uusitalo , Product Safety and Sustain- ability Director at Metsä Board, notes that optimising a customer’s packaging material with fresh fibre paperboards offers them “a tangible way forward” to achieve their sustainability goals. And material optimisation does not compromise performance or quality. “For various companies, the focus now turns to Scope 3, where even dramatic improvements can be made – as our studies clearly show,” says Uusitalo. In a teabag packaging, for example, switching from white-lined chipboard (WLC) to Metsä Board’s folding boxboard can reduce
NEXT STEPS By 2030, Metsä Board wants to reduce greenhouse gas emissions from logistics procured by the company by 30 per cent per tonne kilometre , compared with the 2022 level (Scope 3, Category 4). Furthermore, Metsä Board has decided to exclude purchased pulp and other woody raw materials from the monitoring of the progress towards its target of fossil-free raw materials and packaging materials. The pro- gress of other fossil-free raw materials can thus be monitored more easily.
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For lightweighting, there are many envi- ronmental benefits. “First of all, using less material to produce the required type of packaging reduces the overall carbon footprint. There’s also less weight to be transported throughout the sup- ply chain. And finally, there’s less waste after the product use,” says Oksala. In these studies, Metsä Board’s folding boxboards’ lower carbon footprint is there- fore due to both the use of fossil-free energy in their production and their lighter weight. However, despite the lighter weight, Metsä Board’s folding boxboards retain the stiffness and functional properties of traditional heavier grades. RAISING AWARENESS Anne Uusitalo knows that Metsä Board’s customers are very responsive to news about more sustainable packaging materials – and it is the responsibility of forward-looking pack-
aging industry players such as Metsä Board to educate the customers about the options in the field. “We want to provide brand owners with transparent, unbiased information that helps them evaluate packaging materials. They can thus make better-informed, sustainable choices to reduce their carbon footprint,” Uusitalo says. The results of the three studies seem extraordinary: today, even single-digit cor- porate carbon reductions are often widely celebrated – let alone halving a packaging solution’s carbon footprint. Nevertheless, Oksala and Uusitalo say they were unsurprised by the findings. “We expected these results in each of the three cases, as we had done similar assess- ments before,” says Oksala. “However, this time around we wanted to get a third-party perspective on the matter. This is important in communicating the find- ings to the customers,” he adds.
Anne Uusitalo Product Safety and Sustainability Director, Metsä Board
Lari Oksala Sustainability Manager, Metsä Board
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WANTED: A HARMONISED GHG ASSESSMENT FOR THE INDUSTRY
According to Uusitalo, many industry players are now producing carbon footprint assess- ments rooted in different principles, which is causing confusion among customers. “That’s why fact-based, third-party ver- ification is so crucial,” she says, adding that it’s good that the regulatory pressure is also steering the industry towards a more unified verification process. “The EU Green Claims Directive, currently in preparation, will certainly play a role here,” Uusitalo says. The reference board grades’ carbon footprint information used in the studies was derived from a widely adapted commercial database to achieve a level playing field. “The studies show that in the selected applications the choice of paperboard can make a notable difference from the climate impact perspective,” she says.
TARGETING SCOPE 3
• Scopes 1, 2 and 3 emissions are greenhouse gases that are release in a company’s own operations and across the value chain of the company/organisation in question. Scope 3 emissions are the most complex, as they are released in the value chain before, during and after a product is delivered/ consumed. • “In manufacturing and retail businesses, Scope 3 emissions are often considerably higher than Scopes 1 and 2 emis- sions,” says Anne Uusitalo, adding that there is “a lot of work to do” to curb emissions in Scope 3. • Lari Oksala adds that as brand owners gain access to supplier’s emissions data, it becomes easier to locate the most sustainable options and construct value chains with minimum emissions. • “There is great potential for GHG reduction upstream of the value chain,” Oksala says.
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Influencer
Builiding of climate resilience
Metsä Group’s climate transition plan provides a strategic approach that forges climate and nature together – but what does this mean, exactly?
TEXT SAMI ANTEROINEN PHOTO SEPPO SAMULI
Metsä Group has just published its very first climate transition plan, in February 2025. What’s the significance of this? The climate transition plan provides a comprehensive description of our climate targets and climate work, includ- ing both strategic and operational perspectives. The work is spurred on by new EU sustainability legislation which emphasises the significance of transition plans. And Metsä Board has its own plan, too? That’s right. Metsä Board has published a transition plan which is aligned with Metsä Group’s climate transition plan. Both plans cover the period until 2030. The climate challenge mandates us to build resilience – how do we go about this? Building resilience in a changing climate requires a strategic approach that links climate and nature. We achieve this via actions such as the reduction of fossil CO2 emissions, strengthening carbon sequestration and biodiversity in for- ests, developing technical capture of bio-based CO2, and making our mills both fossil-free and resource-efficient. When did Metsä Group first come up with strategic sustainability targets? We set strategic 2030 sustainability targets for the first time in 2018. Many are related to climate change mitigation. For example, one of the targets is to have fossil-free mills by 2030. This means that Metsä Group’s mills won’t use fossil energy or fossil fuels in their own production, and that Scopes 1 and 2 fossil carbon dioxide emissions will be zero.
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MAIJA POHJAKALLIO • Joined Metsä Group as VP, Climate and Circular Economy, in August 2021 • Previously worked at Sulapac, Technical Research Centre of Finland VTT and Chemical Industry Federation of Finland • Holds a doctoral degree in physical chemistry and electrochemistry from Aalto University • Has written several textbook chapters and teaches about sustainability and the circular economy of materials at the University of Turku • Is excited about promoting the wellbeing of people and the planet by combining science and business with sustainable development and the circular economy
What benefit does the climate transition plan bring to Metsä’s customers?
The plan delivers transparency and tangible actions that support the customer in reaching their own climate tar- gets. After all, it’s the power of collaboration that will make the transition happen.
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The anatomy of a package
BREAK DOWN THE BOX Metsä Board’s folding boxboard is a forerunner in food sector packaging. We break it down to show you what makes it so great.
Comparison
Why is this?
16% lighter Carton made of MetsäBoard Classic FBB is
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Carton made of WHITE-LINED CHIPBOARD, REPRESENTATIVE OF EUROPEAN MARKET (281 g/m 2 )
Carton made of METSÄBOARD CLASSIC FBB FOLDING
&
without sacrificing performance or quality.
BOXBOARD (235 g/m 2 )
High share of fossil-free energy in paperboard production.
than a carton made of white-lined chipboard (recycled), representative of the European market. 65% lower Climate change impact* of a teabag carton made of MetsäBoard Classic FBB is
The production of white-lined chipboard typically relies more on fossil fuel energy sources, while Metsä Board uses energy that is today 89% fossil-free.
*Cradle-to-gate and end-of-life
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TEXT SAMI ANTEROINEN GRAPHICS ESSI KUULA
IN TERMS OF THE CIRCULAR ECONOMY , both fresh and recycled fibres are equally good and part of the same cycle. However, there are differences in their climate impact.
Climate change impacts for competing materials utilise data from Sphera LCA for Packaging, which represents general products in the European market.
The assessment – made by Metsä Board – was verified by the IVL Swedish Environmental Research Institute.
Technical reports and third-party verifications can be found on Metsä Board’s website.
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Assessment follows procedural and methodological requirements of ISO 14025 and is consistent with ISO 14040 and 14044 standards.
Lightweighting wins the day
METSÄ BOARD folding boxboards are typically lighter than similar products made of recycled fibres – yet they retain the durability and func- tional properties of traditional heavier grades. The secret? Fresh wood fibres and tailor-made pulps combined with advanced boardmaking technology.
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The art of packaging
Reinventing the six-pack
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Packaging innovation can take many shapes and sizes. For a small South Finland brewery, innovation took the form of a motorbike engine, raring to go.
TEXT SAMI ANTEROINEN PHOTOS MIIKA KAINU
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O Olutmylly is a family brewery operating in Forssa in Finland. With a major rebranding in 2020, the brewery is acutely aware of what it takes to make it in a very competitive market – not only do you need a top-notch product, you also have to “make it pop” in the store. Fortunately, Olutmylly was able to connect with the visionary graphic packaging team at Metsä Board. The result: nothing short of extraordinary. “Our new beer tasting package is the coolest six-pack around,” grins Anne Silmälä , the Managing Director of Olutmylly. The core idea of the package is to showcase six differ- ent beers from the Olutmylly selection, while taking brand identity to another level. “The Metsä Board design delivers the total visual and functional experience,” Silmälä says, while admitting to having been “blown away” by the idea.
the ultimate six-pack to start the proverbial engines of motorheads, Leiviskä thought. “I felt that the design would resonate very strongly with people who like to tune-up cars and enjoy a drink every now and then,” he says. “Then I found out that Olutmylly already had customers in the motor sports community – and all of this started to feel like it was meant to be,” Leiviskä laughs. “We were able to make a really specific product for a really specific crowd,” he says. That’s certainly a crowd that likes their drinks ice-cold, too. In recognition of this, Leiviskä made room for cooler packs to be integrated into the design. In addition, the sixpack is easy to carry and recycle – being 100 per cent paperboard. “It’s easy to reuse as well, since you can simply replace the cans you drink with new ones.”
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“The vision for the package was unique, and we’re just so happy that the execution meets the high expectations that were set.” Brewmaster Mikko Silmälä remarks that the project was a real winner, from start to finish. “The cans pop like pistons in an engine, and the beer selection is exquisite,” he muses. Graphic Packaging Designer Marko Leiviskä from Metsä Board says the collabo- ration was a “match made in heaven”. “Starting with the initial idea in Decem- ber 2024, we were able to proceed very fast,” Leiviskä says, crediting the small brewery for being quick on their feet. “Smaller companies can be more flexible with packaging solutions and willing to stand out more when it comes to design. This was certainly the case here,” he looks back. REV IT UP Leiviskä’s original package design was that of a motorbike engine, shaped like a V, with room for six beverages. This was definitely
NEXT-LEVEL CO-CREATION AT ÄÄNEKOSKI
Metsä Board runs a state-of-the-art Excellence Centre in Äänekoski in Finland, to accelerate paperboard and packaging innovation. At the Excellence Centre, the packaging design team strives to improve sustainability by optimising packaging design, materials and recyclability. Another key aim is to accelerate product launch- es through faster prototyping and testing. Furthermore, the packaging design team is always looking for ways to boost production efficiency, while zeroing in on packaging design that really appeals to consumers. Metsä Board’s Packaging Services Director Ilkka Harju says that the Excellence Centre’s “secret sauce” is co-creation. “By collaborating closely with the customer, we can discover the best packaging solutions. The Olutmylly collaboration is a great example of this,” Harju says.
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“WE WERE ABLE TO MAKE A REALLY SPECIFIC PRODUCT FOR A REALLY SPECIFIC CROWD.”
KEY PACKAGE SPECS Package is made of corrugated board (e-flute) using MetsäBoard Prime WKL 125 g/m 2 , 26 lbs 1,000 ft 2 as top liner and MetsäBoard Natural WKL Bright 120 g/m 2 , 25 lbs/1,000 ft 2 as fluting and inner liner.
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“WE ALWAYS EVALUATE THE CONCEPT’S OVERALL VIABILITY.”
Mikko Silmälä notes that the package is not only a visual homerun – it’s also a techni- cally rock-solid, practical solution. “We really got a good momentum going, with everybody bringing their best to the table,” he looks back at the R&D effort. TOTAL TEAM EFFORT With Leiviskä at the wheel, other members of the Metsä Board design team also contri buted: Iiro Numminen drew up structural designs, and Joni Myyryläinen performed pressure and strength tests. “Everything we do is a team effort,” Leiviskä says. The packaging design team is also always looking at the bigger picture: the focus is on the packaging concept itself. OLUTMYLLY • Finnish family company founded in 2018 • run by entrepreneur couple Anne and Mikko Silmälä • focus on domestic craft beers • home of the Mylläri brand • located in Forssa, Finland • capacity and expertise to brew 1,000 litres of beer per day • believes in being open to new ideas and quality in all things
“We always evaluate the concept’s over- all viability – what the user experience is going to be like, what issues are key from the functionality and design perspective, what logistical concerns have to be addressed,” lists Leiviskä, who has almost 30 years of mar- keting communications experience. SPRING LAUNCH Anne Silmälä reports that some beer tast- ing packages have already been shipped to selected customers, with the official product launch in May 2025. “The beer tasting package has raised a lot of interest in the field – and the design of the six-pack is frequently praised, too,” Silmälä says. According to the Managing Director, differentiating your product is a “life-or-death issue” in a highly competitive market. “Looking at the supermarket shelf, there’s beverages of all shapes, sizes, colours and styles. It really takes a ground-breaking visual approach to stand out,” she believes. Marko Leiviskä agrees: packaging solu- tions today can go a long away to boosting the brand and creating customers’ awareness and loyalty. “Sales go up when the product breaks from the norm in a positive way. Eye-catch- ing, memorable packaging also supports a higher price position,” he says. “There’s still plenty of potential out there for us to tap into.”
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4 x Tips
TEXT MINNA HIIDENSAARI PHOTO METSÄ BOARD
Steps to optimal carton conversion
1 TOP-QUALITY FIBRE MATERIAL Metsä Board’s competitive edge. Paperboards made from premium fresh wood fibre meet the demanding folding carton converting targets. Slowly growing northern wood makes strong, high-quality fibre material. Having the whole wood value chain from the forest to the pulp mills and further to the board mills in our own hands gives us a unique advan- tage. 2 CONTINUOUS QUALITY CONTROL BRINGS CONSISTENCY The power of data. Online monitoring and lab tests ensure consistency in paperboard manufacturing. With tight quality tolerances, they ensure smooth runnability in printing, die cutting and folder-gluing. A highly consistent paperboard means less adjustment to machinery, higher running speeds and fewer stoppages, as well as less waste. 3 OPTIMISING THE WHOLE VALUE CHAIN Fresh fibre as a key to cost-effectiveness. When all phases of the folding carton manufacturing are precisely optimised, the result is not only of the best possible quality, but is also cost-effective. Based on test runs organised in coope ration with a converter, it was shown that Metsä Board’s fresh fibre paperboard could be run at significantly faster speeds than the corresponding recycled paperboard. For example, blanket washing intervals were longer with fresh fibre paperboards, translating into higher efficiency. 4 LIGHT WEIGHT Efficiency throughout the value chain. With Metsä Board’s folding boxboard, the opportunity to use lighter basis weights is a significant advantage. Lighter weights mean less board is used in total, less needs to be transported, and less waste needs to be recycled when the carton has served its purpose. Looking at the big picture saves time and money. Optimising a folding carton manufacturing process saves time, energy, money, and materials while delivering top-quality results. Lauri Järvinen, Technical Marketing Manager at Metsä Board, reveals some key insights.
“When all phases of the folding carton manufacturing are precisely optimised, the result is not only of the best possible quality, but is also cost-effective.”
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LAURI JÄRVINEN We work closely with a network of
partners, including converting machin- ery manufacturers, ink and adhesive suppliers, to ensure the best information is available to tackle any challenges and help our converter customers produce the best possible result. With four decades of experience in the paper and paperboard industry, Technical Marketing Manager Lauri Järvinen has been a true expert in efficient converting that delivers top-tier cartons which en- hance the packed product’s value. Lauri Järvinen retired in May this year. “I’ve so many good memories of my colleagues, customers and co-suppliers over all the years. I want to thank them all for their collaboration and support.”
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At the destination
Delivering the solutions customers depend on A big global packaging manufacturer is seeking answers. A winning solution – one that is specific to the company’s manufacturing process – is urgently needed. Fortunately, the Metsä Board Technical and Packaging Services Americas team has the knowledge and the tools to quickly aid in a spectrum of issues.
TEXT SAMI ANTEROINEN PHOTO UWA IDUOZEE
T he Technical and Packaging Services Americas crew handles even the most complex problems with seasoned poise: with the recent merger of Metsä Board’s Technical Services and Packaging Services, there’s plenty of industry expertise to offer cus- tomers. During a typical week, the team fields mul- tiple enquiries and board-handling topics from customers, ranging from product specification and converting techniques to education and sus- tainability advice. “There’s always a solution out there,” says Kellcie Nelson , Technical Services Manager. We depend on our extensive knowledge plat- form to adapt and grow in response to industry changes,” she adds. PROACTIVE WINS THE DAY With 43 years of industry experience under his belt, Ivan Benitez is one of the team’s senior members. Handling as many as 30 Latin Amer- ican countries, he knows the key ingredient to great customer service. “Being proactive is the most important value – and we hear all the time that we do it better than any other player.” Nelson and Benitez point out the customers really appreciate the fact that with Metsä, you always know whom to contact.
OPPORTUNITY KNOCKING – LOUD Former Packaging Services Director Mark Beamesderfer has been appointed the head of the newly formed entity. Beamesderfer reports that he is thrilled to be running Technical and Packaging Services Americas: “I see a tremendous potential to further inte- grate both our Technical and Packaging service offerings,” he says. Beamesderfer believes that by leveraging the two departments’ combined strengths, it is possi- ble to optimise operational efficiency and pro- mote seamless collaboration within the company, thus delivering more value to the customers. PACKAGING PROWESS Packaging Services Specialists Raúl Cisneros and Siri Korsgren feel that the new team structure enhances the ability to collaborate effectively, leveraging harmonised scheduling to prioritise cross-training and cross-learning opportunities. The team excels at analysing and optimising pack- aging – traditionally made from SBS and CRB/ CNK – for a seamless transition to Metsä Board folding boxboard. “Our pre-sales support includes lightweight- ing analysis, performance evaluation, and design, while our technical services team provides post-sale assistance through trialling and claims handling, for example,” Korsgren says.
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TECHNICAL AND PACKAGING SERVICES AMERICAS • new entity formed in April 2025 • combines packaging design optimisation with 360° technical support • 10 team members • team members frequently visit customer facilities to provide on-site solutions and resolve issues • known for being proactive, engaged, and solution- oriented • prides itself on always taking a hands-on approach to meeting customer needs
The team responds to calls and emails and often makes the rounds at the clients’ production facilities to improve their processes.
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Packaging pioneers
LEAD the PACK Investment in MetsäBoard Classic FBB at Simpele mill improves the trusted product.
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TEXT PÄIVI BRINK PHOTOS METSÄ BOARD D id you know that Metsä Board’s Simpele mill in Finland manufactures only one grade: the iconic MetsäBoard Classic FBB? For decades, this specialisation has ensured unmatched quality consistency for this trusted product, which has been on the market and on store shelves across the globe for more than 40 years. During this time, it has constantly evolved and made a name for itself as the reliable folding boxboard you can count on. After October 2025, MetsäBoard Classic FBB’s print quality will get even better. This is thanks to an ongoing EUR 60 million investment at the Simpele mill, which will include a brand new coating section with curtain coating technology and a rebuilt pre-dryer section. With the investment in new technology, the paperboard will be produced using 98 per cent fossil-free energy.
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SHARPNESS THAT STANDS OUT 1
With the new coating technology, MetsäBoard Classic FBB will deliver further improved print quality that extends the end use area of the grade to even more demanding print jobs. The excellent visual surface uniformity contributes to even better print quality, and the ability to continue to meet demanding printing require- ments like embossing, 2D matrix coding and braille. The product is suitable for various end uses, mainly for packing frozen, chilled and dry foods, and pharmaceutical products. It is hygienic and durable, and can be used in direct contact with food. “In pharmaceuticals, over-the-counter products and health supplements are becom- ing increasingly popular, which means the look of the brand and the packaging of the product play an important role in consumer
choices. In the food sector, many consumers want to buy fewer products with plastic pack- aging. In addition, online sales are growing, and the products need to reach end-users in good condition. These trends are making MetsäBoard Classic FBB increasingly pop- ular,” says Maarten Florizoone , Metsä Board’s VP Growth, FBB. The new curtain coating technology used in making Classic FBB will improve the coat- ing coverage and help achieve excellent print quality and visual uniformity. “We want to offer our customers the improved print quality they’re looking for. The colours will be more vivid and uniform with a consistent brand look, and the products will stand out even more on the shelf,” Florizoone says.
Maarten Florizoone VP Growth, FBB, Metsä Board
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THE ICONIC METSÄBOARD CLASSIC FBB MAKES YOU STAND OUT.
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WE’VE ALWAYS GOT YOUR PACK “We have very loyal customers, who are familiar with MetsäBoard Classic FBB. We want to improve our product con- stantly to offer them the quality they need. At the same time, we’re always introducing our products to new customers,” Florizoone says. The modernised production line with more efficient machinery will improve the production capacity and speed, and especially the print quality. “We wanted to improve the print quality of MetsäBoard Classic FBB without affecting the printability and runnability of the product. With this investment, we will improve the colour accuracy, because we understand that brand owners need the brand design and colours to remain recognisable. The uniform coating will also increase the sharpness of each dot. It helps manage the dot gain and improve print consistency. Even larger pictures and colour areas are consistent,” Technical Service Director Frédéric Hébrard says. The high print quality and higher resolution means the product performs well in 2D Matrix coding to print QR codes that are used for traceability and product security. This helps customers in their fight against counterfeit products.
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“WITH THIS INVESTMENT WE WILL IMPROVE COLOUR ACCURACY AND PRINT CONSISTENCY.”
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CARBON-CUTTING IS ON US
Metsä Board’s target of fossil-free production is certainly ambitious, but the company is well on the way. In 2024, 89 per cent of the energy used by Metsä Board was fossil-free. In the production of MetsäBoard Classic FBB, the share of fossil-free energy will rise to 98 per cent in 2025. “We’ve listened to our customers, and we want to help them reach their targets in reducing CO2 emissions in their Scope 3 area,” Florizoone says. “We know that emissions reduction is chal- lenging, so the help that we can provide as their supplier is valuable.” With every investment, Metsä Board aims for lower CO2 emissions. In Simpele, the new electric pallet packaging line and especially
the coating drying system will make a big difference. The drying system will be heated by steam and fossil-free electricity instead of the previously used liquid gas. “When we’re talking about climate change, we tend to concentrate on the agreements between governments and countries. But we should keep in mind that companies and industries have also made climate agreements, and they don’t change with governments. Metsä Board takes its long-term, measurable, science-based fossil-free energy targets very seriously. We share the concerns about climate change with the industry, our customers and consumers. We push each other and create positive pressure to reach our targets,” says Markku Leskelä, SVP Development.
“METSÄ BOARD TAKES ITS LONG- TERM FOSSIL-FREE ENERGY TARGETS VERY SERIOUSLY.””
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THE LIGHT (AND STIFF) STUFF The rigidity of MetsäBoard Classic FBB already gives the product inside the box protection at lower basis weights, mak- ing it resource-efficient and light. “The lightness affects the whole logistics chain. When you match this with the nearly carbon-free production and the quality of the printing, it’s an excellent choice. Our customers know it’s a trouble-free product,” Florizoone says.
With the shift from natural gas to electricity on the production line, the share of fossil-free energy will rise to 98 per cent.
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PACK TO THE FUTURE
nology,” says Project Director Timo Rantatalo . MetsäBoard Classic FBB has been on the market for 40 years. During that time, it has constantly evolved and made a name for itself as the reli- able folding boxboard. Its lightness, stiffness, runnability, further process- ing possibilities, consistent quality, and smooth printing surface are the secrets of its success. “We have a lot of respect for this product and its long history, and we want to be ready for its future. We know that our customers want to improve their products constantly, and we want to match their effort,” Florizoone says.
The production line investment will update the technology at the mill in Simpele and ensure the competitive- ness of the product on the market. “The coating of MetsäBoard Clas- sic FBB will be made with the latest technology. The building project at the mill is advancing according to our plans, and we’re confident customers will get the improved product in Octo- ber 2025. We have ensured there is always good communication between the project management and the employees at the mill. We’re already training the employees at the mill extensively. This way, we’re ensuring a smooth transition to the new tech-
Frédéric Hébrard Technical Service Director, Metsä Board
Timo Rantatalo Project Director, Metsä Board
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“OUR CUSTOMERS WANT TO IMPROVE THEIR PRODUCTS CONSTANTLY, AND WE WANT TO MATCH THEIR EFFORT.”
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Expert
Two classics work well together The famous Italian pasta company Barilla uses MetsäBoard Classic FBB in packaging many of their products. The purity and safety of the high-quality Nordic fresh fibre is the main reason for Barilla choosing MetsäBoard Classic FBB, but its recyclability and excellent print quality are also important.
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TEXT PÄIVI BRINK PHOTO EMILIO TANASI
BARILLA HAS BEEN PACKAGING their pasta in paper- board boxes since the 1950s. For more than ten years, many of those famous blue boxes have been made of MetsäBoard Classic FBB. “We’re always looking for the best performing packaging materials, and the Nordic fresh fibre is a great raw material,” says Barilla’s Purchasing Direc- tor Packaging, Leonardo Mirone. “Above all, food packaging needs to protect the content from contamination to keep the food safe. The Barilla pasta box colour needs to be consistent throughout the box, and the right Barilla brand blue. As there is no plastic window in the box, the details of the pasta pictures must be sharply printed on the box. MetsäBoard Classic FBB meets these demands.” Today, 99.7 per cent of Barilla’s packages globally are designed for recycling. “We aim to get rid of unnecessary plastic pack- aging, and fibre-based packaging is a great option for many of our products – now and in the future. Recy- clable MetsäBoard Classic FBB already provides pro- tection at lower basis weights, which helps us reduce the amount of packaging material. It also supports our efforts to reduce GHG emissions and helps in the decarbonisation path.”
LEONARDO MIRONE Barilla’s Purchasing Director Packaging and ESG Leader Supply Chain
Mirone began working at Barilla 27 years ago as a chemist. For the last five years, he has been the Purchasing Director of Packaging, working closely with Metsä Board. Founded in 1877, Barilla is an international group present in more than 100 countries and owned by the Barilla family. The group produces about two million tonnes of pasta and other food products each year, mainly in Europe and North America. “Barilla wants everyone to enjoy wholesome food that is good for them. We continue the Itali an food tradition that brings people together for a meal. We offer healthy, nutritious food that is also good for the environment,” Mirone says.
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