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
2026
METSÄ BOARD PROFESSIONAL MAGAZINE
Milan Packaging Design Studio where innovation, design and technical excellence meet
Closer, faster, smarter Flexibility, speed and performance for food and healthcare
98% fossil-free production energy Simpele mill delivers on expectations
PACK TO THE FUTURE
Contents
“CUSTOMERS NEED PACKAGING
MATERIALS THAT HELP THEM OPERATE WITH
MORE CERTAINTY AND LESS RISK.”
TOM SYMONS, SALES DIRECTOR, PHARMA & HEALTHCARE
28 6 x Tips
The Material Circularity Statement – Why does it matter?
20 2
30 Regulations
Extended Producer Responsibility (EPR).
34 Success story
Goals of regenerative forestry go beyond traditional forest certification.
03 Editor’s letter
16 The anatomy of a package
37 Expert
The future of packaging is about imagination and execution.
Tytti Peltonen, Vice President, Corporate Affairs, at Metsä Group.
Paperboard takes on plastic.
04 Big picture
18 Packaging design
38 New Wave
Kuura sauna clothing collection from Kuura fibre.
A new packaging design studio opens in Milan.
Trends in pharma packaging.
06 Shorts
20 At the destination
Metsä Group has established a conservation foundation to strengthen forest biodiversity through permanent protection. 10 Theme: Sustainability Starbucks’ iconic coffee cup made easier to recycle and home compostable. 15 Influencer Adam Turner, Director of Sustainability Strategy and Compliance, Starbucks EMEA.
Strengthening customer-centricity across Europe.
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24 Packaging pioneers Metsä Board completes its modernisation project at the Simpele paperboard mill. 26 Innovation partners Intrograf relies on MetsäBoard Classic FBB.
BOARD MAGAZINE
Pack to the Future – ready for what’s next THE FUTURE OF PACKAGING isn’t just about materi- als: it’s about imagination and execution. At Metsä Board, our Excellence Centre is where those worlds converge – helping brands explore structural crea- tivity, optimise performance and validate sustaina- bility claims before a single package hits the shelf. It’s a space for co creation, where converters, brand owners and our experts work side-by-side to solve challenges and accelerate the time to market. This year, we are taking the next step by bring- ing this capability closer to our customers with the launch of the Metsä Packaging Design Studio in Europe. Located in one of Europe’s leading design capitals, the Milan studio provides us with a perfect setting to work even more closely with you. The studio makes it easy to connect, test ideas and move towards solutions that keep pace with the fast evolv- ing packaging landscape. At the same time, we are continuing to evolve our product solutions. The launch of Metsä Board Pro FBB Go supports your reality: products must remain available, demand peaks arrive without warning, and launches we’re continuing must land flawlessly. With fast, predictable delivery and board you can count on, we help you react quickly, secure continuity and support your brand in a fast moving market. Together, these developments
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“WE’RE HELPING CUSTOMERS UNDERSTAND NEW
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REGULATIONS, EXPLORE EFFICIENCIES AND MAKE INFORMED DECISIONS.”
MATT BOYLE, SALES DIRECTOR, FOOD & RETAIL
reflect what Pack to the Future means in practice: closer col- laboration, smarter design choices, and solutions that help our customers move faster and further.
METSÄ BOARD MAGAZINE | SUMMER ISSUE 2026 | 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 | MANAGING EDITOR RITVA MÖNKÄRE | EDITORIAL BOARD KRISTEN CLARK, ILKKA HARJU, BETTINA TSCHONER-FUCHS | PRODUCTION AND GRAPHIC DESIGN OTAVAMEDIA SISÄLTÖRATKAISUT | COVER PHOTO STARBUCKS | 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.
Erja Hyrsky SVP, Commercial Operations Metsä Board
BOARD MAGAZINE
Big picture
KUURA IS EVEN MORE ECOLOGICAL THAN OTHER CELLULOSE-BASED FIBRES
ACCORDING TO ITS LIFE CYCLE ASSESSMENT* , KUURA’S GLOBAL WARMING POTENTIAL (GWP100) IS
80 %
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LOWER THAN THAT OF LYOCELL FIBRE AND SIGNIFICANTLY
LOWER THAN THAT OF VISCOSE AND COTTON.
*Life Cycle Assessment study by Etteplan Oct 30, 2024. Critically reviewed by Research Institutes of Sweden (RISE) Nov 8, 2024.
BOARD MAGAZINE
STYLISH & ECOLOGICAL
Kuura Saunawear: ecological leisurewear Fashion designer Krista Virtanen has designed a sauna clothing collection from Metsä Group’s Kuura fibre. Kuura Saunawear is a great example of wood-based textile fibres leading the textile industry’s transition to a more sustainable future.
TEXT PÄIVI BRINK PHOTO MIKKO RYHÄNEN
METSÄ GROUP’S TEXTILE FIBRE is produced from soft- wood pulp at the Äänekoski bioproduct mill. Kuura offers an alternative to cellulose-based fibres, viscose, Lyocell and cotton, as well as to synthetic oil-based fibres such as polyester. Kuura can be used on its own and combined with cotton and wool, for example. “The Kuura fibre has attracted wide international interest. Its strengths include product quality, a natural feel and better environmental values than those of other cellulose-based fibres,” says Anna-Kaisa Huttunen , who is responsible for Kuura business development at Metsä Group. Fashion designer Krista Virtanen ’s Kuura Saunawear prototype collection is made of soft terry, featuring the Kuura fibre. Kuura Saunawear is made of fabric that contains 30 per cent Kuura fibre and 70 per cent cotton. In addition to the fabric, Kuura was used for padding in the bag. “The textile industry is a major source of emis- sions globally, and raw material production accounts for a large share of emissions. Wood-based fibres such as Kuura play a very important role in the textile industry’s transition to a more sustainable future,” says Virtanen, a fashion and textile designer, who gradu- ated from Aalto University. The collection includes a skirt, trousers, a jacket, a bag and a sauna cap suitable for post-sauna cooling and for city use. “I want to design versatile clothes, which is why the sauna bag doubles as a pillow or seat cushion, and the skirt can be spread out as a towel. The jacket can be used as a bathrobe or as an outfit for going out,” says Virtanen.
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BOARD MAGAZINE
Shorts
BIODIVERSITY
Metsä Group established a conservation foundation METSÄ GROUP HAS ESTABLISHED a conservation foundation that will supplement Metsä Group’s services with which the forest owner can strengthen their forests’ biodiversity. The conservation foundation focuses on the permanent protection of forests with high biodiversity value and thus supports the development of the forest conservation network in Finland. There is a need for additional protection of forests with significant nature values. By establishing a conservation foundation, Metsä Group wants to complement the conservation network and offer the forest owner compensation for forest sites of conservation value. The founda- tion’s operations began at the beginning of 2026. Metsä Group’s impacts on biodiversity are greatest in commercial forests. The aim is to strengthen the state of nature of commercial forests through regenerative forestry measures such as the Metsä Group Plus management model. The conservation foundation is one of the actions that aims to strengthen biodiversity. The entity also includes a funding programme for nature projects which finances biodiversity activities outside com- mercial forests. The foundation enables the forest owner to receive financial compensation even for forests sites unsuitable for selling wood. The conservation criteria are drawn up on nature conservation grounds, and conservation decisions are permanent. Protection can apply everywhere in Finland and protection measures are not limited to the forests of Metsä Group’s owner-members.
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BOARD MAGAZINE
NEW PACKAGING SOLUTIONS
Innovative trial sheet transport packaging cuts weight by 88 per cent
METSÄ BOARD HAS INTRODUCED a redesigned transport packaging solution for trial sheets that significantly improves logistics efficiency and sustainabil- ity. By replacing traditional wooden and plywood structures with a light- weight corrugated solution that combines a corrugated box and pallet into a single piece of packaging, the new design achieves an impressive 88 per cent weight reduction, from 24 kg to just 2.8 kg. This significantly improves handling, reduces costs and supports smarter material use throughout the logistics chain. How does the sheet transport packaging support your logistics and cost targets? By switching from wooden and plywood-based packaging to a corrugated solution, you can: • reduce packaging weight per shipment by up to 88 per cent • improve ease and ergonomics for staff handling sheet pallets • free up storage space thanks to flat, space-saving packaging components • simplify recycling and waste handling, as the main material is corrugated board • adapt packaging to different delivery quantities, supporting more flexible production planning
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SUSTAINABILITY
The only Nordic company with a CDP Triple A CDP’S TRIPLE A RATING demonstrates leadership in environ- mental transparency and performance. Of nearly 20,000 companies scored globally, only 23 achieved the highest rating – the Triple A. Metsä Board was one of these companies and the only Nordic company on the Triple A list. CDP scores companies on Climate Change, Forests, and Water Security, with an “A” indicating the highest level of achievement. Securing a Triple A rating places Metsä Board among global leaders demonstrating comprehensive disclosure, mature environmental governance, and meaningful progress towards envi- ronmental resilience. CDP’s annual disclosure and scoring process is widely recognised as the leading global standard for corporate environmental transparency.
BOARD MAGAZINE
SUSTAINABILITY
Explore our Sustainability Review 2025 highlights METSÄ BOARD’S SUSTAINABILITY REVIEW brings togeth- er the key data, actions and outcomes that matter most to customers. The review provides a clear overview of the company’s sustainability priorities and progress towards 2030 targets in a concise, informative format. Metsä Board’s sustainability focus areas include climate action, products’ environmental performance, biodiversity and safety across operations and the value chain. “Between 2018 and 2025, we reduced fossil-based Scopes 1 and 2 CO 2 emissions by 79 per cent, meaning we are already below the Paris-aligned 1.5°C ambition for 2030. Today, 93 per cent of the energy used in our produc- tion is fossil-free,” says Sari Koski , Sustainability Manager. This achievement reinforces the company’s position as a climate leader, underscoring its commitment to transparent and forward-looking sustainability reporting. “The Sustainability Review incorporates Metsä Board’s climate transition plan, showing how we can support custom- ers in reducing their climate impact and advancing packag- ing circularity,” Koski states.
“A 79% emissions reduction already achieved.”
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PACKAGING DESIGN
Powering SALT! Supplements’ innovative packaging
SALT! SUPPLEMENTS set out to create hydration products that meet the needs of sportspeople seeking effective and appealing solutions. For their latest electrolyte stick sachets, the brand sought packaging that would deliver a premium experience right from the start. To achieve this, print production agency COUSIN appointed packaging design company Burgopak to develop a solution that balanced visual impact, practicality and shipping efficiency. Burgopak’s team selected their proprietary Coupe pack, designed to minimise dead space. A key element of the packaging is the use of MetsäBoard Pro FBB Bright, a high-quality paperboard produced by Metsä Board. This material was chosen for its performance and value, support- ing the project’s goals for both product protection and responsible sourcing.
BOARD MAGAZINE
IN CONVERSATION
Shaping the future of containerboard
IN EARLY 2026, MINNA BJÖRKMAN STEPPED into a newly created role as Senior Vice President, Containerboard at Metsä Board, taking overall responsibility for the company’s container- board business. The role covers the Kemi mill and Husum BM2, and Metsä Board’s coated white top and fully bleached kraft- liner grades – a premium segment where performance, quality and visual appearance matter every day to customers. How does it feel to start in a new role? “Having an opportunity to lead Metsä Board’s containerboard business feels both motivating and meaningful. Because the role is new, we have a real opportunity to shape how we work, clarify priorities and strengthen alignment – with our customers and across the organisation.” What excites you most about the containerboard business? “Metsä Board is a market leader in coated white top and fully bleached kraftliners – products that represent the highest visual standards, quality and performance in our industry. What excites me most is the close link to our customers’ success. Operating in the premium segment means our customers expect more, but that’s also what makes this business inspiring to lead.” How would you describe yourself as a leader? “I’m customer-centric, collaborative and performance-oriented. I believe strong results come from engaged teams who under- stand the ‘why’ behind our targets. I aim to be approachable, decisive when required and consistent in expectations.”
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“Being in this premium segment means our customers expect more.”
A NEW DEMO PLANT
Lignin based product demo plant advances side stream utilisation METSÄ GROUP has started up a demo plant in Ääne- koski in Finland to produce a new lignin-based product from pulp production side streams. The demo plant uses lignin that is separated during the pulping process and traditionally used for bioenergy, but which also has potential for higher-value material applications. The purpose of the plant is to validate the production pro- cess and assess the product’s suitability for the market before possible commercial-scale production. The new lignin product can replace fossil-based chemicals in the production of concrete and gypsum boards.
BOARD MAGAZINE
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RECYCLING MADE EASY The new Starbucks cup and lid can be recycled in recycling bins or composted at home, subject to local municipal infrastructure and rules, reducing the harmful residue for people or nature left behind.
BOARD MAGAZINE
Theme Sustainability
REINVENTING THE CUP 11
When Starbucks EMEA decided to make their iconic coffee cup easier to recycle and capable of being home composted, the company assembled a genuine Dream Team to get it done. Metsä Board was proud to participate in this high-profile international project.
TEXT SAMI ANTEROINEN PHOTO STARBUCKS
BOARD MAGAZINE
S Starbucks EMEA calls it “the most exciting iteration” of the company’s legendary white cup. Launched in select markets across Europe in May 2025, the cup really delivers on the innovative angle: the cup’s plastic lining has been replaced with a mineral-based coating, and the single-use plastic lids have been replaced with fibre alternatives. But what type of R&D effort went into the making of the new and improved cup? Let it be said up front: Starbucks EMEA was facing no small challenge here. Tradition- ally, single-use hot and cold cups feature a plastic-paper mixed-material composition that is pretty much the industry norm – and hard to replace. Local requirements and waste infra- structure also vary widely by location, making it difficult for a global company like Starbucks to adopt and scale a single cup solution. To assist with this dilemma, Starbucks enlisted the aid of converter company Tran- scend Packaging and set out to develop a hot cup that removed the plastic lining alto- gether. The ultimate goal: replace the plastic
were ready to contribute in a major way,” says Boyle, who was in charge of heading the Metsä Board end of the project after it began around 2022. Pretty soon, the R&D wizards at Metsä Board’s Excellence Centre at Äänekoski, in Finland got the call and were only too happy to offer their assistance. “Our 360 Services quickly jumped in and provided support for the project,” says Hélène Lehtinen , Vice President, R&D, at Metsä Board, adding that the company’s R&D laboratory at Äänekoski had a lot to contribute to the venture. From analysis to trouble shooting, the Äänekoski Excellence Centre brought its considerable resources to bear to accelerate the project. “We found that we could really come up with something great by working in tight col- laboration,”she remembers. FEELING THE PRESSURE Boyle admits that there was also a degree of nervousness in the air: with the introduction of the new cup, new sustainability claims would be made, and they needed to be airtight. “To make it all work, we moved forward in the spirit of very open collaboration, con- stantly challenging each other to achieve the best possible outcome.”
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lining with a non-plastic choice, without compromising the customer experience. The innovative mineral-based coating was produced by coating pioneer Qwarzo®, whose advanced patented coating technology proved crucial for the undertaking. In essence, this means Qwarzo’s technology is applied to the inner layer of the new cup, as well as the outer layer of the fibre lid, to provide a waterproof barrier that is certified and meets many local laws requirements on home compostability and recyclability. EYE ON MATERIAL What about the primary material, then? After all, the high-flying concept still needed paper- board material that provided that extra perfor- mance to make it all work. Matt Boyle , Sales Director, Food & Retail Europe, for Metsä Board, reports that as Starbucks was looking for an innovative paperboard solution, Metsä Board stepped up really quickly. “Getting away from plastic was something that needed a strong team effort – and we
TEAM EUROPE The making of the new cup was truly a pan- European effort: it was created using traceable wood fibre from Nordic forests with a mineral- based coating developed in Brescia in Italy. The cup was designed and constructed at Transcend Packaging’s factory in Wales. Using a phased approach, the new hot cup and lid solution have been gradually rolled out in stores across select European markets since the spring of 2025. The initial countries included Italy, Germany, France, Sweden, Switzerland, Austria, Spain and Hungary.
BOARD MAGAZINE
“WORKING IN TIGHT COLLABORATION, WE COULD REALLY COME UP WITH SOMETHING GREAT.”
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BOARD MAGAZINE
“TRANSPARENCY WAS VERY IMPORTANT FROM THE PERSPECTIVE OF BOTH THE PROJECT AND THE PRODUCT.”
According to Lehtinen, participation in the project was very memorable for the Ääne- koski R&D team, which currently features 15 professionals. “We got to really utilise our experience, analysing test results, offering recommendations and communicating with the project members every step of the way,” Lehtinen reports. Boyle adds that trying to meet all regula- tory standards was quite naturally a must-win battle. Managing the demands and expec- tations of the supply chain was another high hurdle: “In a large-scale multi-partner undertaking like this, there are always ‘projects within the project’ which need to be carried out to perfection.” SETTING THE TONE While Metsä Board is no stranger to working with top international brands, the Starbucks coffee cup is one of those rare instances where the use of the word “iconic” is actually justified. The professionalism and environmental mindset of Starbucks and its partners left an impression: “Starbucks is serious about being more sustainable. Transparency was very important from the perspective of both the project and the product,” says Lehtinen. The end result: the same familiar Starbucks design, loved by consumers around the world, but the new hot cup is widely recyclable and certified home compostable in most countries. “The cup is a great example of what can be achieved when resources are pooled under a shared vision, and everyone is committed to collaborating with an open mind,” Lehtinen says. Having the Metsä Board sustainability team interact directly with its Starbucks coun- terpart was instrumental in producing great synergies. Boyle agrees: “Without openness, the whole project would never have happened.” Boyle notes that Starbucks clearly embraced its role as an early adaptor, blazing a trail for a more environmental coffee cup – a move that will in all likelihood be followed by other industry players. “The focus on being more sustainable will only grow in importance in the future.”
For three years, the teams from Starbucks, Transcend Packaging, Qwarzo® and Metsä Board iterated dozens of designs, subjecting prototypes to thousands of hours of testing. Unlocking and bringing online new manu- facturing capabilities to upscale production became a major priority as the focus turned to Metsä Board’s mill in Husum in Sweden. “Husum had the expertise required to make the paperboard for the new cup,” Lehti- nen says, explaining that Metsä Board already possessed a suitable paperboard material that was certified compliant with many local laws on home compostability and recyclability. “The material was a near-perfect fit for the project from the get-go, and it required very little modifications to the product specification,” she says. RELYING ON NORDIC WOOD Made from traceable wood fibre sourced from Nordic forests, the paperboard material has been certified as home-compostable by Ger- man certification organisation DIN CERTCO. The material also holds PEFC (PEFC/02-31- 92) and/or FSC® (FSC® -C0o1580) certification for forest origins.
Matt Boyle Sales Director, Food & Retail Europe, Metsä Board
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Hélène Lehtinen Vice President, R&D, Metsä Board
WHEN HI-TECH BOOSTS UX
Duncan Moir , President, Starbucks EMEA, notes that the hot cup solution is the first introduction of brand new technology applied to a coffee cup at scale. “The new Starbucks hot cup in Europe pro- vides a widely recyclable alternative for when customers don’t have a reusable cup,” Moir says, adding that he is really proud of the team that has worked to develop the innovative solution.
BOARD MAGAZINE
Influencer
TEXT SAMI ANTEROINEN PHOTO STARBUCKS
Cappuccino to go – with a twist!
Tell us a bit about Starbucks’ new hot cup. What has changed? Plastic-lined coffee cups can be difficult to recycle, as they often require specialist equipment to separate the plastic lining from the paper cup. Starbucks’ new hot cup looks to address a long-standing challenge for the industry, removing the plastic lining and replacing it with a mineral-based coating, so that the new cup and lid can be recycled at home, in paper recycling bins and in our select stores in Europe, subject to local municipal infrastructure and rules. Your cup is an iconic brand symbol. Does it look different? It’s the same iconic cup with a hidden difference: it looks the same, it feels the same, but your Starbucks takeaway cup just got a secret upgrade. Starbucks is an innovative global company, known for premium handcrafted products, serving the finest coffee by skilled baristas. We design the best products for our stores and ensure every cup reflects our commitment to excellence. How did you make it? We worked closely with our Welsh, Italian and Finnish suppliers, as well as rigorous testing and certification. Through a partnership with Transcend Packaging, supported by Qwarzo® technology and Metsä, Starbucks has been working on a solution that will see Starbucks EMEA remove the plastic lining in select market’s takeaway paper cups replacing it with a min- eral-based coating, and its plastic lids for a fibre alternative. Usually, cup users (e.g. Starbucks or other retailers) approach suppliers to select the most suitable product that the supplier can currently offer. In this case, Starbucks worked with suppliers to develop a totally new cup from the ground up. Adam Turner from Starbucks discusses the role of innovative packaging in the Food & Beverage industry.
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ADAM TURNER • Director of Sustainability, EMEA, at Starbucks
• Shapes sustainability strategy and enterprise governance structures for Starbucks across 40+ markets in Europe, the Middle East and Africa • Has a PhD in International Environ- mental Law from the University of Cambridge (2012) • In his work, seeks to bridge environ- mental policy, organisational strategy and commercial execution
This partnership demonstrates what’s possible when global brands and packaging manufacturers work together and innovate to solve a problem.
BOARD MAGAZINE
The anatomy of a package
PAPERBOARD TAKES ON PLASTIC
The most important function of packaging is to preserve the product inside it from damage or contamination of any kind. But how do you achieve this with a minimal carbon footprint?
“WHEN COMPARING END-OF-LIFE IMPACTS, BOTH PET PLASTIC AND PAPERBOARD CONTAIN CARBON, WHICH FORMS CARBON DIOXIDE DURING INCINERATION. THE KEY DIFFERENCE: PAPERBOARD’S EMISSIONS ARE BALANCED BY CARBON DIOXIDE ABSORBED FROM THE ATMOSPHERE DURING TREE GROWTH, WHILE FOSSIL-BASED PLASTICS ADD NEW CARBON TO THE ATMOSPHERE.”
CHOOSING METSÄ BOARD’S lightweight paperboard can support brand owners’ climate-related objectives. Metsä Board’s latest third-party verified carbon footprint case study compared dispersion coated paperboard tray with trays made from fossil- based PET and recycled rPET plastics. In addition to fossil carbon emissions, the study included both biogenic carbon sequestration and biogenic carbon emissions and was verified by independent reviewers from RISE and SimaPro UK.
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LARI OKSALA, SUSTAINABILITY MANAGER AT METSÄ BOARD
Three key factors making the difference between plastic and paperboard packaging in carbon footprints
Biogenic vs fossil carbon
Fossil or non- fossil energy
Recycling rates
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1
3
NORDIC FRESH FIBRE paperboard production uses mainly renewable and fossil-free energy. These energy sources are not usually available for plastics to the same extent.
RECYCLING RATES for paperboard packaging are generally higher than for plastic packaging. Recycling delays the release of carbon into the atmosphere.
BOTH PLASTIC AND PAPERBOARD release carbon when incinerated at the end of their life cycles. However, paperboard’s emissions are balanced by the carbon absorbed during tree growth, while fossil plastic adds new carbon to the atmosphere.
BOARD MAGAZINE
TEXT SAMI ANTEROINEN GRAPHICS ESSI KUULA
The carbon footprint of a berry tray made of MetsäBoard Prime FBB EB was negative for the studied life cycle
RECYCLING SCENARIO The United States
RECYCLING SCENARIO Europe
Climate Change*
Climate Change*
0.08 0.07 0.06 0.05 0.04 0.03 0.02 0.01 0.00 -0.01 -0.02 -0.03
0.07 0.06 0.05 0.04 0.03 0.02 0.01 0.00 -0.01 -0.02 -0.03
PET tray
r-PET tray
MetsäBoard Prime FBB EB
PET tray
r-PET tray
MetsäBoard Prime FBB EB
Raw materials & production
Coating, converting & forming
Raw materials & production
Coating, converting & forming
EoL (Eurostat 2021)
Total
EoL (EPA 2018)
Total
*IPCC GWP 100 incl. Biogenic CO 2 , Land use change
*IPCC GWP 100 incl. Biogenic CO 2 , Land use change
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With 100% incineration the carbon footprint of a berry tray made of MetsäBoard Prime FBB EB is clearly lower than that of a tray made of R-PET
Climate Change*
What is MetsäBoard Prime FBB EB all about? • A dispersion coated barrier paperboard with a medium barrier against grease and moisture • Lightweight; can be recycled in paper or paperboard waste streams according to local recycling schemes • Brightest OBA-free board on the market, with excellent printability
0.12 0.10 0.08 0.06 0.04 0.02 0.00 -0.02 -0.04
-91% -87%
FOR fresh food, dry food, frozen food and selected food service applications
PET tray
r-PET tray
MetsäBoard Prime FBB EB
Raw materials & production EoL (100% incineration)
Coating, converting & forming Total
*IPCC GWP 100 incl. Biogenic CO 2 , Land use change
Technical reports and third-party verifications can be found on Metsä Board’s website.
IN A SIMPLIFIED SCENARIO where all trays were incinerated at the end of their life cycle the carbon footprint of paperboard trays was 87–91% lower than that of trays made of plastic. This scenario did not take the notably higher recycling rates of paperboard into ac- count which further underlines the climate benefits of paperboard.
BOARD MAGAZINE
Packaging design
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A new Packaging Design Studio opens in Milan
BOARD MAGAZINE
Metsä Board is opening a new Packaging Design Studio in Milan to accelerate packaging innovation. The new studio will serve as a creative and technical hub for faster co-creation with European customers, combining design expertise, advanced tools and sustainability-driven thinking. TEXT METSÄ BOARD PHOTO METSÄ BOARD M etsä Board is opening its new Packaging Design Studio in Milan, marking a significant step forward in accelerating packaging innovation and strength‑ ening collaboration with European customers. The new studio is designed to serve as a technology and sustainability. It connects insights, materials, processes and partners across the packaging value chain, helping customers transform ideas into impactful market-ready solutions. “With the new studio in Milan, we’re creating a space where innovation, design and technical excellence meet,” says Ilkka Harju , Director, Packaging Design Services. “This allows us to work even more closely with our customers and partners to shape the future of packaging.”
creative and technical hub where packaging innovation can move faster from concept to execution. Strategically located in Milan, one of Europe’s leading design capitals, the studio offers customers direct access to the latest packaging trends, technologies and design thinking. Equipped with modern tools and advanced AI‑supported design and simulation technologies, the studio will enhance how workshops, design sprints and co‑creation sessions are carried out, especially in projects where sustainability targets, performance requirements or regulatory changes drive the need for new solutions. This combina‑ tion of expert knowledge, deep material and design competence, and cutting edge tools enables the creation of high quality future ready packaging solutions with greater speed, precision and impact.
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“WE’RE CREATING A SPACE WHERE INNOVATION, DESIGN AND TECHNICAL EXCELLENCE MEET.”
ILKKA HARJU, DIRECTOR, PACKAGING SERVICES EUROPE & EMERGING MARKETS
BRINGING PACKAGING EXPERTISE AND ECOSYSTEMS TOGETHER
A SPACE FOR CUSTOMERS, PARTNERS AND INDUSTRY STAKEHOLDERS The studio is open to customers, partners and industry stakeholders, reinforcing Metsä Board’s commitment to innovation, collaboration and leader- ship in packaging development.
The Milan Packaging Design Studio brings together deep expertise in packaging product development, advanced technical expertise and the broader packaging ecosystem under one roof. By integrating these capabilities, the studio will enable a more collaborative and efficient approach to designing next-genera‑ tion packaging. Design plays a key role in the studio, acting as a powerful interface between creativity,
BOARD MAGAZINE
At the destination
CLOSER, FASTER, SMARTER: Strengthening customer-centricity across Europe
With the launch of MetsäBoard Pro FBB Go and the Winschoten Sheeting Hub, Metsä Board is enhancing flexibility, speed and performance for food and healthcare customers.
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TEXT SAMI ANTEROINEN PHOTOS METSÄ GROUP, VESA TYNI
METSÄ BOARD IS SHARPENING its customer focus across food, food service and health- care – and recent developments such as the launch of MetsäBoard Pro FBB Go and the acquisition of the Winschoten Sheeting and Distribution Hub, are already strengthen- ing the service delivered to brand owners and converters.
“It’s about showing how we create value together – not just delivering materials.” Boyle agrees: “We want to build part- nerships that give customers confidence in meeting fast-changing market demands.” With the launch of MetsäBoard Pro FBB Go through the new FastTrack service, customers gain fast, reliable lead times for sheets – so that they can cut inventory, cus- tom-cut to spec, deliver quickly when their customer orders and win new business. “Ultimately, customers need packag- ing materials that help them operate with more certainty and less risks,” Symons notes. “MetsäBoard Pro FBB Go offers that combination of performance, efficiency and compliance.”
A STRONGER CUSTOMER FOCUS ACROSS EUROPE
According to Matt Boyle , Sales Director, Food & Retail, and Tom Symons , Sales Director, Pharma & Health, Metsä Board’s commercial teams have one clear goal: to help customers succeed in being closer to their needs and acting faster. “We want customers to feel the bene- fit of a sharper segment focus and deeper collaboration,” says Symons.
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METSÄBOARD PRO FBB GO – SAFE BY DESIGN, READY ON TIME • OBA-FREE Approved for direct food contact globally • HARD-SIZED Ideal for frozen food applications • FAST TRACK AVAILABILITY Custom-cut sheets in < 3 weeks • EXPRESS TRACK AVAILABILITY Custom-cut sheets in < 10 days • EXCELLENT CONVERTING PROPERTIES Smoother runs
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The Winschoten facility is one of Europe’s largest and most advanced sheeting and distribution hubs, with an annual capacity of approximately 100,000 tonnes and 22 employees.
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A KEY STEP in strengthening customer engagement was Metsä Board’s acquisition of the Winschoten Sheeting and Distribution Hub in the Netherlands. As one of Europe’s most advanced facilities – with an annual capacity of approximately 100,000 tonnes – the hub offers customers speed, flexibility, and increased resilience. “We can now add this service for our customers, giving them the advantage of relieving them from their stock management, and allowing them to target vol- atile retail business and respond to the needs of their customers,” Boyle assesses the newcomer. The addition of Winschoten brings Metsä Board physically and operationally closer to strategic mar- kets, improving availability, service levels and agility – three areas customers consistently value. WINSCHOTEN SHEETING HUB: Faster, more flexible service
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A BROADER ROLE FOR SALES: Insight, solutions, collaboration BOTH BOYLE AND SYMONS HIGHLIGHT that sales today is no longer just a commercial function – it plays a solution- and insight-driven advisory role. “We’re helping customers understand new regula- tions, explore efficiencies and make informed deci- sions,” Boyle says. “Whether it’s EPR, lightweighting or recyclability, we’re here to provide practical, relevant support.” Metsä Board’s commercial organisation aims to be even more laser-focused, and to collaborate more deeply and broadly with the customer. “We want customers to feel that working with us makes their journey easier,” says Symons.
“WHETHER IT’S EPR, LIGHTWEIGHTING OR RECYCLABILITY, WE’RE HERE TO PROVIDE PRACTICAL, RELEVANT SUPPORT.”
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Matt Boyle (left) and Tom Symons agree that the focus on the different segments has been sharpened with the knowledge and skills of the whole sales team.
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Packaging pioneers
SIMPELE MODERNISATION TICKS ALL THE BOXES
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Metsä Board completed its modernisation project at the Simpele paperboard mill in the autumn of 2025. The upgraded board machine is now hard at work, producing improved MetsäBoard Classic FBB for clients.
TEXT SAMI ANTEROINEN PHOTOS METSÄ GROUP
P roduct Manager Antti to an entirely new level, while supporting Metsä Board’s transition to fossil-free pro- duction. The introduction of modern curtain coating technology also enhances print quality and visual uniformity. Aronen reports that the modernisation has already started to pay off hand- somely. The new upgrades have clearly elevated quality
“This means that our MetsäBoard Classic FBB can deliver sharper, more vibrant print results that can be used in very demanding packaging applications,” says Antti Aronen, adding that big brand owners especially are very keen on the upgrade. “The print quality is simply next-level, which means more opportunities for our cus- tomers, of course.” MetsäBoard Classic FBB is recognised as one of the market’s leading consumer
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1 FEATURES cutting-edge curtain coating technology, resulting in an improved print surface and enhanced visual quality. 2 ENABLES more consistent print results and sharper details, especially in demanding packaging applications. 3 AS REGULATORY REQUIRE- MENTS continue to get stricter, easily recyclable and light weight MetsäBoard Classic FBB meets the challenge.
packaging boards. What makes this flagship product so special is its exceptional consist- ency and reliability – securing its reputation as the “material of choice” for many food and healthcare sector players. SMOOTH SAILING FOR SIMPELE According to Aronen, the big surprise of the board machine ramp up has been that there have been no big surprises. “Things have gone very smoothly, which is quite rare in an undertaking of this size,” says Aronen. Both the running of the machine and the quality of the renewed MetsäBoard Classic FBB folding boxboard have been solid from the beginning. “I’ve been involved in many such projects, and I have to say that the start-up has been one of the best,” says Aronen. Technical Services Manager Guido Som- merkamp agrees: the investment has deliv- ered as expected. “The investment has clearly delivered the improvements we were aiming for. The paper- board shows excellent printability, enabling precise and consistent printing, including reliable 2D Data Matrix coding, with PTS certificates available for 2D inkjet and laser applications.” EYE ON STRATEGY The investment is also a strategic move which, in addition to charming big global brands, pro-
vides them with the potential to progress their sustainability targets towards a lower product carbon footprint. “Previously, 89 per cent of the energy used in production at the Simpele mill was fos- sil-free. With the new technology in place, that figure is now 98 per cent,” reports Aronen. As a result, the Simpele modernisation project strengthens climate performance and supports a more resilient and future ready manufacturing platform.
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WHY DO CUSTOMERS VALUE THE RENEWED METSÄBOARD CLASSIC FBB? FOOD PACKAGING • No unknown chemicals are used, meets strict hygiene requirements • Efficient, lightweight and high-stiffness board, designed for high-volume food packaging PHARMA & HEALTHCARE PACKAGING • Lightweight, hard sized board with high stiffness, supporting efficient yield and material use • High quality consistency, enabling smooth converting and high-speed runs • Excellent surface uniformity and print quality, suitable for demanding graphics
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Innovation partners
Intrograf relies on MetsäBoard Classic FBB The pharmaceutical sector is exceptionally demanding from the perspective of packaging – both in terms of packaging quality and safety. Intrograf, a Polish printing company specialising in the production of packaging for the healthcare market, values the expertise of Metsä Board and the superior quality of its top product, MetsäBoard Classic FBB.
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TEXT SAMI ANTEROINEN PHOTOS METSÄ GROUP, INTROGRAF
Stanislaw Moczulski , Account Director at Metsä Board, says that the pharmaceutical industry’s high pack- aging standards require an innovative mindset – and close collaboration. “Intrograf and Metsä Board enjoy excellent cooperation that keeps deepening,” Moczulski says. MUST-WIN BATTLES Taracha points out that the healthcare industry faces several key challenges.
“PARTNERSHIPS WITH SUPPLIERS who deliver not only the highest-quality raw materials, but also security across the supply chain are absolutely essential to us,” says CEO Piotr Taracha . Today, however, safety has yet another dimension: environmental security. “In this area, our partners – led by Metsä – provide us with access to environmentally responsible materi- als whose origin is fully traceable.”
Beyond logistical and environmental safety, patient safety is equally critical. “This is why the choice of sub- strate in pharmaceutical packaging is so important – not only to enable high-quality printing but also to allow the application of security features and markings that provide clear and relia- ble information to patients,” he says. Indeed, Intrograf was one of the partners Metsä Board worked with during the material’s initial phase.
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“The feedback from Intrograf on the improved MetsäBoard Classic FBB was very valuable. We knew that if the board met these requirements, we were on the right track,” comments Moczulski. When Intrograf is using MetsäBoard Clas- sic FBB, the company pays particular attention to the material’s performance during printing – especially in the case of Pharmacodes – as well as to its suitability for applying tamper- evident security features. “Our customers consider the quality and speed of packaging processing on their high- speed packing lines to be crucial, as well as the ability to produce serialisation printing at an enhanced quality level,” Taracha adds. SEEKING GROWTH VIA EXCELLENCE Piotr Orlinski , Technical Service Manager at Metsä Board, notes that Intrograf has gained the trust of the major brand owners due to its unwavering commitment to quality. “Intrograf is also developing its opera- tions very dynamically, while being open to new ideas in pursuit of growth,” he assesses, adding that Metsä Board is eager and proud to assist in any way it can. Intrograf uses MetsäBoard Classic FBB due to its excellent technical properties – par- ticularly in printing and folding – and its out- standing balance of price and quality, explains Agnieszka Betiuk , Development Manager at Intrograf. “MetsäBoard Classic FBB is the leading choice for us and our customers when produ cing packaging for high-speed packing lines,” she says. Betiuk admits that selecting and qualify- ing a new substrate is certainly not a simple process when working with the pharma indus- try. Intrograf must take not only quality and performance into account but also the source of origin, available certifications and logistical capabilities. “Any change on our side must be fully documented and thoroughly tested,” she says, adding that this is required both by the cus- tomers and the certifications Intrograf holds, including ISO standards. PRINTING ACADEMY NURTURES NEW IDEAS Intrograf strongly emphasises building close relationships with both customers and suppli- ers. So, in addition to regular service, Intrograf
Piotr Taracha, CEO of Intrograf, and Agnieszka Betiuk, Development Manager.
offers its business partners training under the banner of the Printing Academy. This training programme, established in 2011, offers peri- odic training courses for customers, held by experienced experts. “With Metsä Board, we educate our guests in the areas of technology, materials, innova- tion and optimisation,” Taracha explains. “It’s a great tool for helping each other out and creating new projects through knowledge- sharing,” says Orlinski. Moczulski adds that sustainability issues are increasingly in customers’ minds. “Sustainability really is the big story chan ging the market.” In addition to in-person workshops, these training activities include regular online webi- nar meetings. To date, Intrograf has trained more than 4,000 participants.
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DEMANDING TESTING ANCHORS SUCCESS When Intrograf decides to qualify a new printing substrate, or when the properties of a supplied substrate change, the company is required to conduct a series of tests – both at its own printing facility and on the customers’ sites. For Intrograf and the end-users, these tests ensure that the board meets all the pharmaceutical industry’s expectations. Critical parameters are assessed using measurement tools at every stage of the process, and these specifications are also verified through the production speed on the pack- aging lines at pharmaceutical manufacturing plants. INTROGRAF • a highly specialised Polish printing company producing packaging for the healthcare market • this includes packaging for manufacturers of life-saving prescription medicines, dietary supplements and dermo-cosmetics
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TEXT SAMI ANTEROINEN GRAPHICS ESSI KUULA
The Material Circularity Statement – What does it mean, and why does it matter?
2 What is the MCS data based on? ment capitalises on that expertise by compiling common customer requirements and their associated answers into a single clear information package. The document can be easily referenced alongside any related regulation, standard or statement about Metsä Board products. Its structure follows the priority order of waste hier- archy, set out in the EU Waste Framework Directive 2008/98/EC (WFD), which is the cornerstone of the Euro- pean Union’s waste policies and legislation. Our sustainability team already has a strong track record of successfully addressing customer enquir- ies regarding the circular economy. This docu- “Metsä’s compliance statements are thorough, clearly organised and easy to reference, which makes responding to customer and regulatory requests much more efficient for our team. Having access to this comprehensive documentation gives us confidence that we can quickly and accurately support our customers’ regulatory and product safety requirements.” Director, Case Paper ~
1 What is the customer benefit of the Material Circularity Statement? The circular economy has become a key focus for the packaging industry, driven by new legislation such as the Packaging and Packaging Waste Regulation (PPWR) and Extended Producer Responsibility (EPR) schemes. The MCS addresses this shift by providing detailed guidance and compliance assurances on product end-of-life man- agement and circular economy topics. By compiling information about global and regional regulations, appropriate recyclability claims, and com- postability, the MCS helps our customers navigate the complex regulatory landscape and confidently answer questions from internal stakeholders or their own custom- ers. This statement builds on our already robust suite of comprehensive compliance documentation, including our Product Safety Statement, Responsible Supplier Statement and a range of technical statements spanning topics from shelf-life to high temperature applications. Metsä Board has published a new Material Circularity Statement (MCS). This statement outlines key global legislation and standards for product end-of-life management and the circular economy. We asked Metsä Board’s circular economy experts what makes MCS tick.
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6 x Tips
Waste hierarchy
PREVENTION
PRODUCT (NON-WASTE)
PREPARING FOR RE-USE
RECYCLING
4 Will the MCS change with the times? It is a key priority for us to follow up with changes such as the development of EPR regulations so that we can help our customers grow and sustain their business, while con- tributing to the transition to a circular economy. 5 Where is it available? The MCS is a living document that will evolve over time, always responding to a dynamic global regulatory environment. The MCS is available for customers in Metsä Board Online or by contacting a Metsä Board representa- tive for assistance. “Metsä has been a very responsive partner with our compliance requests. They consistently send comprehensive Critical Supplier Documents to us whenever we request them.” Corporate Director of Quality, Unicorr 6 It seems MCS is a real industry innovation – can you elaborate on this? According to some customers, Metsä Board is the only supplier that provides information about certain EPR schemes (such as RAM), and one of the few suppliers that proactively consolidates this information into a concise statement. In some regions, we are still the only supplier that has proactively developed any state- ments addressing common customer compliance require- ments. Our customers are routinely grateful to receive such comprehensive documentation. We believe that the MCS is a pioneering statement in the forest industry that differentiates us from our com- petitors, and that it will eventually become the industry standard. This article is based on interviews with Metsä Board’s Product Safety Expert Isto Hongisto, Product Safety Manager Helena Moring-Vepsäläinen and Sustainability Manager Nathan Pajka. ~
WASTE
RECOVERY
DISPOSAL
3 How can customers use the MCS? reduction, recycling, recovery and the minimisation of sub- stances of concern. It also shares information about other circularity-related regulatory topics such as Single-use Plastics (SUP), Substances of Concern In Products (SCIP) and the Coalition of Northeastern Governors (CONEG). This means, for example, that the customer can refer to this document when determining if their product falls under the scope of the SUP Directive. The MCS also addresses EPR from the UK (Recyclability Assessment Methodology – RAM) and US perspectives. Customers dealing with the UK RAM will know how Metsä Board products are rated, and customers in the US will gain insights into how they can reduce EPR fees. This document also covers several other voluntary standards such as the 4evergreen Circularity by Design Guideline, as well as comprehensive information about specific recyclability and compostability results. Custom- ers can benefit from this information when applying for certificates of their own and when searching for a circulari- ty-friendly solution. The MCS can help customers comply with EN and ISO standards in the field of packaging and packaging waste, as it provides guidance on source “Many of our customers regularly request safety data sheets and other technical information regarding the boards we use. These statements are an important resource for our team.” Senior Buyer, Malnove ~
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