From Can To Carton: The Beans Switch In Sweden
In 2006, the young, niche brand GoGreen, supported by Tetra Pak, deeply disrupted the Swedish beans market by introducing carton packaging, the Tetra Recart®, for its plain beans range.
Made from more than 70% FSC-certified carton, with a 78% lower carbon impact than can, and fully recyclable, the Tetra Recart was the perfect fit for GoGreen.
The company wanted a different packaging format that reflected the sustainable positioning of its vegetables.
In a market dominated by cans and strong leading brands, the move was perceived as innovative, bold, and slightly crazy. Yet within two years of the launch, GoGreen managed to gain no less than 17% market share.
The success of GoGreen and changing consumer demands prompted top brand Zeta to convert its beans range to carton packaging.
In 2010, all Swedish retailers made the switch.
In just a few years, the beans market completely turned around with increased consumption and more organic brands entering the market.
Today, carton packaging represents more than 70% of market share!
Mostly made from renewable materials, fully recyclable, and with a low-carbon impact, carton packaging quickly appeared as an interesting alternative for the players in the Swedish market.
It combines the advantages of responding to the consumers’ increasing awareness on sustainability, while also offering interesting logistics features for brands and retailers.
The square shape enables improved logistics by significantly reducing the number of truck trips needed to deliver the products. It also optimises the space on shelves.
From an environmental perspective, in 2015 alone, switching beans from cans to carton packaging in Sweden removed 1.35 tonnes of CO2, reduced the use of fossil materials by 236 tonnes, and cut the use of steel by 346 tonnes, or the equivalent of 12,500 bicycles!
Often seen as a pioneer in sustainability, Sweden might just set the example for the rest of Europe. Go Nature. Go Carton.